Unit 4 Collecting Actionable Data with Google Analytics-Lesson 4.4 Setting Up Goals and Ecommerce

Setting up goals in Google Analytics is one of the most important parts of implementation. Goals are the way we map the data in Google Analytics to the key performance indicators (KPIs) that you defined in your measurement plan. There are two types of conversions, macro and micro. Macro conversions are the primary business objectives. Micro conversions are the relationship building activities that lead up to macro conversions.

Once you have enabled goals, you will have the ability to view conversions and conversion rates. Different goals can be created for different views. There are 4 different types of goals: destination, duration, pages/screens per visit, and event. In a previous blog post I showed the setup of a destination goal.

Destination Goal: a page on your website that a user sees when they complete an activity.  For example, a thank you page, or a receipt page.
Event Goal: this triggered when a user does something specific. For example, downloading a PDF or viewing a video.
Pages per visit Goal:  triggered when a user sees more or fewer pages than a threshold that you specified
Time on site Goal:  triggered when a user's visit exceeds or falls below a threshold you set