In order to truly make data driven decisions in your marketing campaigns, you have to set up Google Analytics Goals. It’s important to understand the concepts behind setting up these goals. Let’s start with the basic level.
Google Analytics Goals will help you identify quality visits to your website or app vs. average visits to your website or app.
The simplest way to set this up is to go into the Admin View of Google Analytics and under “View” select “Goal” then “Add New Goal.”
There will be an option to either set a Goal as a “Duration” or an “Average Screens/Pages per Session.”
Each of these Goals are relevant to tracking a Quality Web Visit. For example, if a regular visit spends an average of 1.91 pages on your site, you should set a Pages/Session goal of 4+ pages per session, or double the average amount.
If your average web visitor spends 1:32 on your site, set a duration goal of 3:00 or more.
Tracking users that spend more time on your site is important, because it allows you to see which referral sources (i.e. Facebook Ads, Google Adwords, Email Marketing, Instagram Bio links) are not only driving the most web traffic, but it allows you to see those that are driving the most traffic likely to convert (i.e., spending more time on your site).
While most people are hung up on form conversions or eCommerce purchases (bottom of the funnel), I’d argue these metrics (mid-funnel) are even more important to be tracking in terms of making data driven decisions.