How to Track Your Conversions in Google Analytics

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:

Google Analytics Channel Revenue Example

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.

Google Analytics Channel Revenue

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:

Google Analytics Admin

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.

Google Analytics Goal Setup

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.

Google Analytics Goal Description

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.

Google Analytics Goal Details

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 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.

Google Analytics eCommerce Settings

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.

What’s Next?

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.

Clear vision is valuable to a growing business

There are many things you need to know when you are starting or growing your business. One thing that I feel is crucial to the success of your business is the vision that you have for it. Where do you see your business in a month? How about 3 months? A year? 5 years? Running a business is hard and sometimes you need to focus everything on getting through the day. Sometimes, you have to make many decisions quickly to satisfy your users and customers. However, you do need to take time to create your vision and reflect on it.

Why you need vision

Without an overall vision, how do you know if you are making the right decision for long term success? When making short term decisions and plans, it is easy to only focus on what you are currently working on. However, you can steer the business the wrong way if you are not making those plans and decisions while keeping the vision in mind. For example, what if you have created a small time tracking service? You may be receiving hundreds of requests from your customers and users. In addition, you may be facing several problems and reported issues.

Without an overall vision, how do you know if you are making the right decision for long term success? Click To Tweet

If you only base your plans on what is immediately requested, you may work on projects that you will have to re-create or throw away later on as you introduce new features. Another example would be if you are running a service business and you are considering adding a new plan or new offering. You should reflect on your vision to see how this will fit into your vision of the business a few years from now. You may discover that this new plan does not align with your goals for the business.

Things to consider when outlining your vision

Now that I discussed why you should have a vision, you may be wondering what your vision should be like and how detailed it should be. The vision isn’t meant to be an exact plan. This is because things may come up later that changes your business model, structure, or plans. However, the vision should be a guiding principle. For example, if you started a nutrition blog, your long-term vision may be to have a large community of people sharing nutrition ideas. This vision will help you make decisions and plans. If you see another nutrition blog start offering a paid service for designing meal plans, you may consider doing the same. However, you will want to consider if this service will help you grow your site into the large community of nutrition sharing people. So, when outlining your vision, keep it simple but consider items such as the size of your business, the size of your audience, and the channels you want to use to acquire and communicate with your audience.

Changing your vision of the business

There will be times when you may consider changing the overall vision of the business. You may see another business offering services that you think will be beneficial to your customers. Or, a user may make a feature request that you feel many of your users will greatly benefit from. After validating your feature or service idea, this is the time to reflect on your vision. It may be beneficial to some of your users, but will it be beneficial to most of them? Will it help you move towards your vision of the business? If so, that’s great. If not, you may want to consider not going that way. However, you can decide to shift your vision in order to begin offering that service or creating that feature. That’s okay. It’s your business and you can shift the vision to suite what you want. However, do not fall for the “shiny object syndrome” where you are constantly chasing the next shiny object. Reflecting on your current vision to see if you should shift is crucial to ensure that you continue down the right path for you and your business.

I would love to hear about the vision for your business! Comment below to share it with everyone.