Goals in Google Analytics are the core and heart of lead generation for business to business (B2B) websites.
It’s certainly important to have traffic to your website, but if you don’t have lead capture in place, and if you don’t monitor which traffic source generates the most or best leads then you’re working in the dark.
With Goals and tracking in place you can review which activities generate and contribute to leads. You can make decisions to spend more time and effort in some areas over others. You can identify the pay-off for your activities to generate traffic through Search, Social media, Advertising and other sources.
Without Goals and tracking you may question what benefits you get from your website. You are less able to see the contribution that various activities make, and you are at risk of following trends and anecdotal views that ‘being #1 in the search engines for specific terms’ is a justifiable objective.
There are four types of goals that Google Analytics allows you to define. And you can define 20 goals per profile, in four groups of five. The types of goals, with a brief explanation are:
- URL Destination – a specific page, typically a ‘Thank-you’ page after someone has registered. This is probably the most important goal type for a website that has the objective of generating leads.
- Visit Duration – how long someone has been on the website. A publishing or news site might find this valuable.
- Page/visit – again an information website might find this useful, but for a blog or lead generation website where people typically read the latest article or register their interest it may be counter productive to try to increase this goal.
- Event – this is for in-page activity, such as viewing a video, viewing dynamic content, clicking to an external link and similar.
Creating similar goals into groups is advantageous, to be able to compare trends in a specific area and goal type over time.
This is illustrated in the example on the right, accessed via the Admin tab on the right of the Google Analytics screen.
For a business to business website, especially for a smaller company with relatively low traffic volumes, the level of internal or agency traffic to the website could be significant. Therefore it is useful to exclude this. Create a second profile before applying the filter. Then create goals in the second profile.
For large and more active websites it may be applicable to create multiple profiles, for example one for organic search, one for paid advertising, one for social media traffic. This will allow an additional 20 goals per profile to be created.
Assign a value to Goals in Google Analytics
There is the facility to add a financial value to the achievement of a goal. Therefore if you know, or sense that the value of someone registering for your e-newsletter is say £5 then you can add this.
And maybe someone registering for a webinar is worth £10, but someone visiting a product overview page is only worth £1.
This can create a ‘key performance indicator’ that you, your web manager or your web agency can track on say a weekly or monthly basis, and then see what impact additional activity and tweaks have over time.