Using Google Analytics to Track Conversions

Published on - June 25, 2020 by hesk-digital

Google Analytics is an extremely powerful tool for digital marketers. Providing the ability to track your website and its traffic, it can give you an incredible insight into how well you’re doing with this side of your business. For those working with PPC advertising or marketing, it could even prove instrumental in making sure that you’re making the most out of your money.

This will be achieved by using Google Analytics to track conversions, but how exactly are you supposed to do this? Let’s find out.

Getting Started with Google Analytics

Before you can start using Google Analytics, you’ll need to make an account and get it set up. Thankfully, this process is much easier than you might expect, and Google has done an excellent job of making it accessible, even for those who have little experience with web technology.

Making An Account

You will need a Google account before you can start with Google Analytics. If you already have one, you can simply get started right away. For those that don’t have a Google account, you can simply make one for free by visiting the Google homepage and going through the registration form on the login page.

Set Up Google Analytics

Next, it will be time to start setting up Google Analytics to work with your website. If you visit this page, you should see an option to “Sign In To Google Analytics” at the top of the page. Clicking on this will bring you to another page, this time with an option to “Start measuring”, and you’ll also want to click on this.

This will bring you to a page to start adding the details regarding the website you’d like to track. You will give the account a name and choose your data sharing preferences, and then you’ll get to the important stuff. On the “What do you want to measure?” page, you’ll want to choose “Web” as your platform.

The final page will let you add some details about your website. It’s important to make sure that you get your website URL and industry right, as this will impact the quality of the data you receive down the line.

Adding Your Tracking Code

With your account set up and your website ready for tracking, it will be time to add the tracking code that Google provides to your website. This needs to go into the section of every page you’d like to track. This will be nice and easy with systems like WordPress, as you can simply add the tracking code to the header file in your theme and it should work just fine. For websites that have been made with other systems, though, you may have to do some research to get your tracking code added.

Building Your Tracking Goals

With Google Analytics set up and your website ready to track, it will be time to start setting up your conversion goals. Goals can be used to track a range of different metrics surrounding your website. Goals can include things like minimum session durations, having a user register with your website, or meeting a specific purchase amount. This can help you to analyse user actions as they reach your goals, while also giving you an idea of the value of your conversions.

Setting Up A Goal

To start setting up your goals, you’ll need to navigate to the left-hand side of the Google Analytics dashboard and into the “Conversions” section. From here, you can select “Goals” and then “Overview”, and you’ll finally be presented with an option to “Set up goals”. This will bring you to a list of your existing goals. Click on “New Goal” at the top of the list to start adding your first goal.

You will be presented with a range of templates when you first get started with this, though you can also set up custom goals. We’ll be using the “Engagement – Social share/connect” for the purpose of this example. Once selected, you can click continue twice, bring you to the Goal Details.

This is the most complicated part of the process. The information collected for the Event Conditions that you will see on this page will come from your website. At this point, you will need to do a little bit of reading about how these work and how you can use them for your goals. This page from Google is an excellent place to get started with this.

Using The Information Google Analytics Provides

With a maximum of 20 available conversion goals, Google Analytics will be able to provide ample information about the way that users are interacting with your website. Using this information can be tricky, though, and you will need to go through a specific process if you’re going to make proper use of it.

Knowing the route your users take will be all well and good, but how exactly are you supposed to use this sort of tool? This data can provide you with a good insight into what might be wrong about your website. For example, if a lot of users are spending loads of time on your homepage, but seem to struggle to get much further, it could be that your navigation options simply aren’t clear enough.

With this in mind, you can begin to improve your website and add to it to make sure that you’re providing your users with the best possible experience. This can apply to anything, from struggling to make sales to trying to improve your social media following, but you’re almost certainly going to have to do some learning along the way.

Here at Hesk Digital, we have the expertise to support you with your conversion tracking. Our dedicated team can help you with SEO, marketing, and even your social media, giving you the chance to sit back and enjoy the hits. You can get in touch using the convenient forms on our website, or you can give our friendly team a call on 1300 088 544.

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