Using Google Analytics Goal Data

In the last post here, we discussed how to set-up your goal data so you can track it.  Today, let's talk about how you can use the data you receive.  You get to view the following information:

In the overview section, you get a run-down of the performance of all of your goals from sales to newsletter subscribers:

Under "Total Conversions," you can look at each goal individually by selecting it here:

When you select each goal type, then you can see what days the goals occurred.

Next, you can examine your "Conversion rates."  This is one of the most important numbers in your account.  It tells you the percentage of visitors you're getting to complete your goals.  This gives you a number you can work toward improving.  

After conversion rates, you can double check to make sure your goals were registered properly with "Goal Verification."  You can see what URLs are registering as a goal conversion.

The next option is "Reverse Goal Path."  This option allows you to see the pages visitors went to in order to complete a conversion.  This is helpful to determine what pages are leading to sales.  For instance, if you have a blog, you can now find-out what posts result in sales.  Thus, content becomes accountable.

For "Goal Value," you can analyze how much each goal is worth to you based on the value you inputted when setting-up the goal.

After this, we now proceed to our funnel data.  With "Goal Abadoned Funnels," we can see how many visitors start our funnel process, but abandon it before a conversion takes place.  If this number is high, then you immediately know you have a problem that you need to troubleshoot.

Finally, you can get more specific data by clicking on "Funnel Visualization."  In this area, you can see exactly what pages you're losing your visitors.

The bottom line is that your goal data is where rubber meets the road. As the traffic flows-in, it gives you your most important numbers you can work torward improving.