Tracking Website Goals In Google Analytics Should Not Be Optional in 2021 & Beyond
As TastyPlacement enters its 14th year of operation, we remain astounded how many new clients come to use with improper Google Analytics installations. We see it all, from mangled Google Analytics Snippets, to doubled Analytics Snippets. Far more common though, are websites without Goal Conversion Tracking installed–which is like going to battle with a blindfold on.
But don’t believe me, look what Google says about it:
- “Defining goals is a fundamental component of any digital analytics measurement plan.”
- “Having properly configured goals allows Analytics to provide you with critical information, such as the number of conversions and the conversion rate for your site or app. Without this information, it’s almost impossible to evaluate the effectiveness of your online business and marketing campaigns.”
- You can read the full article here on Google’s support website.
Goal Tracking Defined
Goal Tracking, or Conversion Tracking, is very simple: when a user visits your site, Goal Tracking is a measurement of whether that user takes a specific action such as:
- Dialing your company phone number
- Filling out a contact form
- Engaging with a live chat or chat bot
- Making a purchase
It’s vital to track goals: with goals tracked you can now know valuable, actionable information such as:
- Which of your paid keywords generate leads?
- Do Facebook ads generate sales or leads to the same extent as Google organic traffic?
- What time of day are users most likely to buy?
Goal Tracking Gives You More than Just Actionable Information
Now, let’s take it even farther. Google Ads can, with properly configured Goal Tracking, act on its own behalf using artificial intelligence to improve ad performance and increase Conversions. More on this in a future article.