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How Google Analytics Measure Conversions On Your Website.

Strategy and Setup

How Google Analytics Measure Conversions On Your Website.

Create and Set Up Google Analytics.

Create and set up a Google Analytics Account. Create an Account for your website by clicking on Settings or Admin.

Find the Destination URL on Your Website.

Decide what you want to measure on your website. For example, if your website has a ‘Purchase Now’ button and you want to measure a goal of purchases made, your destination URL would be the last URL your site visitor lands on after making the purchase. This could be the "thankyou.html" page.

Filter In-House Data.

You and your staff always visit your website because of some task for data management or content management. You can filter out these visits by deselecting internal IP's from your Analytics Data.

Click Admin or Settings on the upper right corner of Google Analytics. Now choose the website profile by clicking on All Accounts from the upper left corner of the page.

From the drop down list choose the website profile you need to add the profile filter to. Now click on Filters and then click on +New Filter.
  • Give the filter a name that relates to the purpose of the filter
  • Choose the Filter Type as Custom Filter
  • Choose Exclude
  • Choose IP Address in the Filter Field drop down
  • To see the value to be entered in Filter Pattern use the IP Address Range Tool
Set Your Website’s Goals.

This is the most important part of configuring your Google Analytics to measure conversions. A “goal”, in terms of analytics, can be defined in different ways, such as the:
  • Specific webpage visited (for example - a "thankyou.html" page’ after a purchase)
  • Time spent on your webpage
  • Number of pages visited on your website
  • Number of clicks on a download link (e.g. – podcasts or video)
Follow these steps to set up a goal in Google Analytics:
  • Click on Settings or Admin in the upper right corner
  • Click on All Accounts on the upper left corner
  • Choose the Website Account you want to add the goal
  • Under the Profiles tab click on Goals
  • Then click on +Goal
  • After you click on +Goal you will see the following form:
Goal Name – Enter a name that describes your website’s goal, for example - Thank You Page. This name is shown in your Google Analytics reports.
Goal Type – There are four types of goals, which are as follows:
  1. URL Destination: Choose this, if you want to measure the number of purchases or sign ups made.
  2. Visit Duration: Choose this, if you want to measure the average time a user spent on your website.
  3. Page/Visit: Choose this, if you want to measure the number of pages visitors visit on your website.
  4. Event: Choose this, if you want to measure the number of clicks, for example, on a video or whitepaper download.
Goal URL – The URL of the final page where the above action occurs. Enter only a part of this URL. In the above screenshot we have entered /request-consultation.

Goal Value – This is an average value achieved when the particular goal is accomplished. For example, if your average sale is $500, enter 500. If it is not a purchase made with money then enter an estimated value.

Check Your Website Goals (Conversions).

In your Google Analytics account, Click Standard Reporting -> Click Conversions-> Click Goals.

You will see a variety of Goal reports in the form of Overview, Goal URLs, Reverse Goal Path, Funnel Visualization and Goal Flow.

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