As a freelancer, I get access to quite a few Google Analytic (GA) accounts per month and rarely do I find a GA account that has implemented goals. While it’s good to track page views and visitors to your site it’s much more important to find out whether those visitors are contributing to your business goals.
By using Google Analytics goals you can find out how many people are registering for
No Clear Purpose for the Website
If someone asks you what is the purpose of your website do you have a clear answer? Most business owners I come across fail to answer this question adequately. Most business create one because every other business seems to have a website nowadays. When you don’t have a goal or an objective for your website why bother about implementing GA goals.
Also most websites are informational in nature. For example, a real estate website lists down the properties but the actual transaction happens offline. Most business owners struggle to make the connection between the first online interaction and the actual offline transaction.
Lack of Knowledge in Web Design Agencies
Most web design agencies lack the knowledge about Google Analytics and it’s advanced features. So most business owners don’t even get to hear about the features available to them. In some cases they add the GA tracking code and promote it as search engine optimization.
Point one indirectly contributes to point two. If the business owners are not asking the question “how is my website performing?” the web design agencies don’t have an incentive to look for methods to prove their effectiveness.
What Can You do as a Business Owner
If you’re a business owner and hasn’t added GA goals here’s how to rectify the situation.
- Figure out the goals for your site – Before you define GA goals list down the business goals for your website. A good question to ask yourself is “What actions do you want the user to take once they visited the website?”. Maybe you want them to download a brochure, send you a message or purchase something.
- Map your business goals to GA goals – Now that you know what you want from the site it’s time to map your website objectives to GA goals. Check out this article which lists down different kinds of GA goals available to you in Google Analytics. In this step, you’re defining how you’ll measure the business goals.
- Add GA goals in Google Analytic – Go to the “Admin” section of your GA dashboard and start adding the goals. If you don’t know how to do this ask your web design agency or the SEO agency for help. Check this article for more details on adding GA goals.
GA Goals Help You Make Sense of Data
Without goals your Google Analytic account is a very simplistic view of your visitors. You can don only a limited analysis using those data and you will have no idea if your business objectives are reached via the site. So don’t hesitate. Start adding GA goals right now!.