In a previous post I wrote an introduction to Google Analytics. In that introduction I discussed why you would want to use it and how to set up UTM’s to learn more about what is driving the traffic to your site. The next step in using Google Analytics is to set up your conversions so you can see what traffic is driving users to your site and how many of these users are converting into customers, subscribers, or any other goal you have.
What Conversions Can Google Analytics Track?
There are a variety of ways that Google can see if your users are converting. Some are easier than others while others may require you to use some code. For My Local Webstop, I offer a free consultation for anyone considering signing up for our service. I then track that in Google Analytics so I can see which source of traffic is leading to the most consultations. For Quiz And Survey Master, I track eCommerce purchases as a conversion and report to Google how much the customer spent. This allows me to see what source of traffic is bringing in the most revenue. You can see an example of how I could use this data in the image below:
In the image above, I am comparing the different links throughout my Quiz And Survey Master plugin to see what links convert the most users into customers.
How Can Setting Up Conversions Help?
Before you set up your conversions, you probably want to know why you would even want to. Lets look at my example with Quiz And Survey Master above. It’s nice to be able to see the revenue in Google Analytics, but how does that actually help me? Using the UTM’s that I discussed in my introduction to Google Analytics, I can compare the ways people are reaching my site. Now I can combine that with my conversions and acquisition data to see what drives the most users to my site that convert into paying customers.
If we look at the acquisition data, we see that more people are coming to the site through searches than emails. However, since we track eCommerce for this site, we can see that people coming from emails actually convert almost 35x compared to people coming from search. We can then use this data to optimize our sales funnel.Using goals and eCommerce tracking will reveal sources of traffic that convert better than others. Click To Tweet
There are a few ways to set up conversions in Google Analytics. We can track if a user reaches a destination URL, how long the user stays on the site, the amount of pages per session, an event, eCommerce transactions, and more.
Setting Up Goal URLS
Destination URLs are the easiest goal to set up. You can set a destination URL for a purchase confirmation page or a sign-up confirmation page to easily track users that make it to those pages. To do so, log into your Google Analytics account and go to the “Admin” page which should look like this:
From here, choose your View and then click on “Goals”. On the new page, click the “New Goal” button. You will land on a “Goal Setup” page like in the image below.
From here, choose the template that is closest to what you are tracking. In this example, I will choose “Place an order”. Select your template and then click “Continue”. Now we can select what type of goal this is like in the image below.
Here is where you can choose what type of goal this is. To track the URL, we are going to select “Destination”. If you wanted to set a goal for how long the user is on the site, you can select “Duration”. If you wanted to set a goal for how many pages the user viewed during their session, select “Pages/Screens per session”. The “Event” type is useful if you want to tell Google exactly when a user performs an action. For example, instead of setting this goal as “Destination”, we could send an event to Google Analytics when the user purchases an item, subscribes to our newsletter, watches a video, and more. I won’t be going into events in this post, but if this sounds like something you are after, check out this great article on WP Beginner about event tracking in WordPress.
The last thing to do is to tell Google Analytics what URL to watch for. Enter your URL into the “Destination” section. In this case, I am telling Google to look for http://frankcorso.me/purchase-confirmation-page. If you want to assign a value to the conversion, you can do so using the “Value” option.
Be sure to click “Verify this Goal” if you have already had users get to that page to make sure you have your goal set up correctly. Once you are finished, click the “Save” button and you are ready to start tracking your goals!
Setting Up eCommerce
Sometimes, you want to know more than just if a user has successfully reached a goal. For example, in my image above, I showed how I can see the amount of revenue certain links and sources have brought in. This is done using the eCommerce tracking in Google Analytics. If you sell anything on your site, you should consider turning on eCommerce tracking to see what sources of traffic bring in the most revenue. The first step is to turn on the eCommerce tracking in Google Analytics. To do so, simply go to the “Admin” page and click on “eCommerce Settings” in your View.
From here, simply switch the “Status” to “ON” like in the image above and you are all set to start gathering transaction data. Unfortunately, since there are hundreds of eCommerce solutions out there, I cannot show how to send the data for every platform. However, most of the popular solutions have a setting for this. For example, WooCommerce has an addon for this called WooCommerce Google Analytics Pro. Or, if you are already using Monster Insights for tracking your Google Analytics in WordPress, they have an eCommerce Addon which integrates with both WooCommerce and Easy Digital Downloads. If you are using any other platform, usually a quick Google search for your platform and “Google Analytics eCommerce Tracking” will get you to the right solution.
Now that you have your goals and eCommerce set up, you will want to start looking at your data to compare what sources of traffic are sending the most users who are converting. From here, you will know what to focus your efforts on or what to work on improving.