Working in a Google Analytics Authorised Consultants (GAAC) accredited company and also having a Google Analytics Individual Qualification (GAIQ), it is essential that I master the art of setting up goals and funnels in Google Analytics for our clients.
A goal can be a very important metric for a client to track such as sales, newsletter sign-ups, and registrations. Of course goals are not just limited to those but can be extended to whatever you would define as an important action on the website to track. Not only is tracking important, but it is also vital that you gain insight into what’s going on in the goal process from funnels.
A funnel is a visual representation of what’s happening during each step of your goal. It gives you great insights into the drop off rates of each step so that you can make informed decisions on improving your goal process and landing pages to increase conversion rates. You can accurately pinpoint which step of the goal process are you getting high drop off rates.
This can help you identify problems such as the checkout button not working, too many call to actions that lead to other goals, not best practice usability and so on.
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