As Peter F. Drucker once said “You can’t manage what you don’t measure” and this couldn't describe the situation any better. Every business’ goal is to make profit but if you’re unable to track your progress how can you manage it or improve it? If you’re running shopping campaigns conversions is what matters at the end of the day! it is then crucial for you to put a system in place to monitor the performance of your campaigns, track the conversions and determine your ROI. In this article, we’ll cover how you can track conversions using Google Analytics in only few minutes.
What are conversions and why is it important to track them?
A conversion simply means that one of your visitors accomplished a goal and progressed down your sales funnel bringing him closer to a sale, which is certainly the ultimate goal for any business. In other words, a conversion occurs when someone visiting your site transits from a visitor to a customer by taking an action and completing the desired goal. Goals are what you wish from your customers to achieve, it could be a completing a purchase, filling up a form, subscribing to a newsletter etc.
The importance of conversions tracking lies in the evaluation part, having a good conversion rate is an indicator that your marketing funnel is functioning as it should be. In addition, conversions allow you to identify qualified leads, by making a conversion a visitor becomes a lead which can then easily be turned into a sale.
Tracking Conversions with Google Analytics
# Setting up an account
First things first, if you don’t already have a Google Analytics account, you need to go ahead and set up one for your business. The setup process is simple and can be done in few steps:
- Sign up and create an account
- Add tracking a tracking code to your site in order to collect data
- Define goals to identify what you want your users to achieve as actions
- Link your Analytics and Adwords accounts
More information about how to get started with Google Analytics can be found here.
# Setting up Goals in Google Analytics
Now that your account is up and running, time for the important things “GOALS”! Goals are what allows you to evaluate and analyse your site and your users’ behavior, the setup can be done in 3 simple steps:
Step 1 - Choosing your Goals
This option can be found in your account in the “Admin” navigation bar, you will be presented with three different views Account, Property and View as illustrated below.
Under “View” you can select “Goals” and create a new one. You can start by choosing one of Google’s preconfigured “Templates” (Revenue, Acquisition, Inquiry or Engagement).
Step 2 - Selecting the Goals you wish tracking
As an example, we’re creating a Destination goal, which means we want to track how many visitors reach the ” Thank You” page as a final destination. So every time a visitor reaches this page it will be counted as a completed goal.
Step 3 - Identify actions for your Goals
Now that we chose to create a Destination Goal, we need to set the Goal details by adding a URL as a destination. In addition to the initial goal details, you have two optional steps, one is the Funnel, which allows you to add different steps as a path leading to the final goal and for each step you will need to add a URL. This is useful if you want your conversion goal to be achieved only if the visitors hit every page you set. The second would be the Value, where you can assign a monetary value to your conversion, this option allows you to compare conversions, measure and make the necessary changes to your page.
Quick tip, click on the “Verify this Goal” at the bottom of the page to check if the goal is properly set.
That’s about it! Once you've created your goals you will be able to track them with Google Analytics, create and custom reports to monitor your campaigns’ performance.
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