What’s the one simple thing you can do to ensure your Google Analytics data is showing you value when you review your stats?
Even if you’re not a ‘numbers’ person ?
Even if the thought of monitoring your analytics almost gives you hives ?
Even if you’re not an Ecom platform selling products (physical or digital) online.
It’s an absolute must for all businesses with a website (ie everyone!!)
You need goals in place, and we’ll start with one that’s relevant to 99.9% businesses – Newsletter Sign-ups.
Why have goals on your website?
I’m sure we all remember the ensuing panic when either Facebook or Instagram ‘go down’… sometimes it’s a temporary glitch, sometimes it’s a day long outage and the internet literally blows up with memes being made by people who rely on these channels for sales / leads and connection with their audience.
You’ve no doubt heard it before, but it bears repeating, one of your primary objectives on social media should be to get people to your website [or picking up an actual phone to have a conversation] and completing actions YOU want them to complete.
Engagement and building community are incredibly important [don’t get me wrong], but a big community is useless if if they’re not converting, and to convert, they usually need to do this on your website.
The days of static brochure sites are long gone.
Websites need to be dynamic and feature rich from both a content and functionality point of view.
People don’t just passively visit websites these days, they are seeking information, freebies, products to buy and finding out all they can about your business.
We used to talk about websites as being your 24/7 sales person [ah, the good old days!!], but now you should demand that that 24/7 sales person works damn hard day and night, and is held accountable to KPIs just like a regular employee, right?
So what kind of KPI’s should I set for my website?
First, it’s worth assigning a value to your goals – this gives you real $$ figures to start to quantify the value of your leads and traffic.
A lot of people struggle to put a value on a single email captured to their database, but let’s say its $1.00 – for most businesses it’s much more if they have a proper funnel in place.
This dollar figure only needs to mean something to you so don’t be afraid to put in $5, or $10+ if that’s what an email lead is worth to you.
So, even if you don’t have an eCom platform with $$ being made online and flowing into your reporting, you’ll start to see $values in your GA reporting after you’ve set up a goal with that value.
What kind of goals can I set up?
Goals can cover a whole host of actions people might take on your website, and the templated options available in the Goals section will vary somewhat on the set up of your GA account and which industry you’ve selected upon set up.
Some common goals that might be relevant for your business might be;
- Make a payment
- Add to cart
- Schedule an appointment
- View a video
- Share / socialise content
Before you get started setting up a simple goal
The first thing you’re going to need to have is a ‘thank you’ page to redirect your new subscriber after they have completed your subscription.
You’ll need to have the URL of this page at hand too!
Having this page in place is not only relevant for GA Goals, but also lead capture and conversion based lead acquisition activity via Facebook Ads.
If you need assistance with how to set this up for WordPress or Squarespace, feel free to get in touch!
So, let’s dive into the tutorial below;
Tutorial: How to set up a simple Google Analytics goal