Analytics is a tool launched by Google and aimed at assisting web developers in the Search Engine Optimisation (SEO) process. The service adds a simple Java Script code to each web page that shows website admin how users found a web site, how they navigated through it, and how the web designers can improve their website's user experience. With this information in hand, search engine optimisation firms can enhance websites' return on investment (ROI) by increasing traffic and conversions.

Goals and Conversions

The success of a marketing campaign can be measured comprehensively using the conversions metric. Conversions, also called goals, refer to users' behaviour that matches the intent of the marketing campaign. Tracking conversions and maintaining a count of each conversion is one way of identifying how effective a campaign has been. It also determines if changes in keywords, ad creative or any other element of the SEO process is required. Setting up goals is therefore crucial to correctly understanding the way searches and search engines react to your website when using Google Analytics.

So how does one set up a goal in Google Analytics?

1. Specify a URL

The goal indicates a page that can only reached by performing a conversion which could be a sale (or purchase), some form of lead or action like a registration or download. This page must only be reached AFTER a conversion takes place, otherwise the metrics will be incorrect.



2. Name the goal

The goal indicates a page that can only reached by performing a conversion which could be a sale (or purchase), some form of lead or action like a registration or download. This page must only be reached AFTER a conversion takes place, otherwise the metrics will be incorrect.



3. Define a funnel

The goal indicates a page that can only reached by performing a conversion which could be a sale (or purchase), some form of lead or action like a registration or download. This page must only be reached AFTER a conversion takes place, otherwise the metrics will be incorrect.



4. Assign a value

The goal indicates a page that can only reached by performing a conversion which could be a sale (or purchase), some form of lead or action like a registration or download. This page must only be reached AFTER a conversion takes place, otherwise the metrics will be incorrect.

A search engine marketing firm must begin by understanding clearly how goals are set up in Google Analytics. Choosing the right goals can provide a thorough understanding of the SEO requirements for a website.