4 Types of Goals in Google Analytics

There are 4 types of goals in Google Analytics designed to help us make improvements to website and help the business grow. Knowing how website is performing, and visitors behave once they arrive, we’ll be able to tell how the business is doing.

Google Analytics Goal Types

Goals in Google Analytics allow us to track specific visitor interactions on the website. For example, we can track things like form submissions, button clicks, account creations, and eBook downloads.

Then, once a visitor performs the specific action we’ve defined as a goal, Google Analytics records that as a conversion.

But the thing is, unless we tell Google Analytics to track this information, we’ll never be able to see this data.

That’s where creating goals in Google Analytics is helpful.

Every interaction we track on website can be broken down into one of 4 types of goals in Google Analytics :

  1. Destination
  2. Duration
  3. Pages/Visit
  4. Events

Let’s take a look at some Google Analytics goals examples that we might want to use for our websites.

4 Types of Goals in Google Analytics

Destination Goals

Destination goals track when a visitor arrives on a specific page while on website. This goal type is perfect for tracking how many people land on thank you pages, order confirmation pages, and add to cart pages.

To create a destination goal, click on the Admin tab in your Google Analytics account. From there, click on the Goals section under the View column and click on + New Goal.

Select Template and name your goal.

Next, click on Destination under Type and click Continue.

When it comes to the URL match types Equal toBegins with, and Regular expressions, make sure to choose the one that best fits your needs.

If this is one specific URL that you want to track, choose Equals to.

However, if you have created campaign URLs with UTM codes to track specific campaign performances on the page you want to track, select Begins with so that no matter what comes after the URL, if someone lands on that specific web page, Google Analytics will record it as a conversion.

Lastly, if you are an advanced analytics user, and you want to define the URL yourself, or match multiple URLs with varying sub-domains or UTM parameters, choose Regular expressions.

Next, define the URL that you want to track. Only enter what comes after the domain. For example, if you want to track how many people land on your order confirmation page. And the URL for that looks like this www.xyz.com/order-confirmation/, only enter “/order-confirmation/”.

Next, toggle on the Value option if you want to assign a certain monetary value to the conversion. This is helpful if you are tracking eCommerce transactions.

Also, if you expect site visitors to follow a certain path after landing on your goal URL. Toggle on the Google Analytics goal funnel and define that path. This is good for times you’re looking to guide visitors through a series of web pages to complete a conversion, such as finalize a purchase.

Lastly, if you are curious to know how often the goal would have converted based on the past 7 days of Google Analytics data, click on Verify Goal.

When you finish, click on Save and Done.

That’s it! Destination goal has been set up in Google Analytics.

Duration Goals

This type of Google Analytics goal is simple. With it, you can track how long site visitors stay on your website before leaving. This is good for tracking user engagement on your site.

Follow the same steps for creating a goal as mentioned above, though, this time, when you get to the part where you need to pick a goal type, select Duration.

When you click on Continue you will be able to define the length of time you want track.

Try to pick a duration of time that some people will reach while visiting your website, but not all. If you choose a duration that everyone on your site is likely to hit, such as 1 minute, you will not be able to tell where or how you can make improvements to your site. The same is true if you set the threshold too high and only a few reach it.

You can assign a monetary value here as well, and verify the goal if you like.

When ready, click Save and Done.

Pages/Visit Goals

Pages/visit is another easy goal to set up in Google Analytics. Rather than track how much time site visitors spend on your website, this Google Analytics goal tracks the number of pages each site visitor sees before leaving.

Again, this is great for measuring site engagement, as well as pinpointing sections of website that may need improvements.

First, select the Pages/screens per session goal type and click Continue.

Next, set the number of pages per visit you want to track.

Again, assign a monetary value if you want, and verify the goal to see what kind of conversion rate you can expect in the future.

Click Save and Done.

Event Goals

Events are helpful for tracking site visitor interactions on your website that Google Analytics does not normally record.

For example, you cannot track the following interactions in Google Analytics by default:

  • Online form conversions
  • Clicks on outbound links
  • Email address clicks or click to call phone numbers
  • Downloads of material such as PDFs
  • Time spent watching a video

However, by setting up a Google Analytics event, you can begin tracking these types of interactions.

Select the Event goal type and click Continue.

Step 1: When you set up an event, you define it with a category, action, label, and value. Using the drop downs, specify which of your events should be counted as goals.

You can use as many of them or as few of them as you want. The event goal will only trigger if the event matches each one that you’ve defined. So if you only define the category, the goal won’t care about actions, labels, or values. But if you define all four, the event must match all of them for the goal to activate.

Step 2: You can also decide whether you want to use a new goal value or to use the event value as the goal value. Generally, use the event value if that value is directly tied to revenue. If not, use a new goal value that is. Or leave the goal value blank.

Click Save and Done. And that’s all you have to do. Your event is now set up as a goal in Google Analytics.

So, there you have it. The 4 types of goals in Google Analytics that are important to helping your business grow.

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