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How to setup Goal and Funnel in Google Analytics?

Tuesday, November 16, 2010

All of us are aware of Google Analytics tool, which is used to measure any site’s traffic.

Goal is a useful metric which measures conversion rate of any website. Goals can measure your business sales, signups, newsletters subscriptions, enquiries etc. Goals can also track other actions of your website to which you want to track.

In every goal, we can define its steps. A funnel represents complete visualization of what is happening on every step of your goal. For example if a signup process consists of 3 steps, then a funnel will show you how many users have entered on step1, step2 and step3. It will also provide details of entry and exit pages on each step.

At first, you need to decide which goal you want to track and the conversion page. Usually conversion page is “thank you” page or the page which confirms that a conversion has been completed.

Secondly, you need to define the goal steps. Once you have completed the above process, login to your Google Analytics Account and start creating a goal.

In goal creation you need to select a match type from three options:
Exact Match
Head Match
Regular Expression Match

Exact Match
It uses regex and not suitable for dynamic URLs.

Head Match
It does not use regex and matches the ‘head’ section of the page url.

Regular Expression Match
It uses regex and suitable for complex urls.

Then, you need to put the Goal URL according to the selected match type. After that you can give a desired name to goal and its value in terms of conversion.

If you want funnel visualization for your goal, you must fill the steps for that goal. There is a checkbox named “required step” is used to inform Google Analytics to only record the goal if the visitor has been entered through step1.

If you have not checked the “required step” checkbox then the funnel visualization will show you the entrance points, exit points and the drop off rate at each step. It will help you in identifying at which step you are loosing more visitors. Then you can improve your goal conversion rate by removing or improving that step.

One Important thing that is a visitor converts the same goal within the same session, it will count as a single goal conversion.

If you want to just test the goal initially, you can create a goal in website’s test profile. Once you are satisfied with your goal, you can implement it to your main profile.

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