If you want to measure the success of your site you need to set some goals with your business in mind. If you receive lots of traffic to your site but you receive no sales then your visits are not converting. In this article we explain how to set up conversion tracking and how to understand the data you receive from conversion reporting.
What Are Conversions?
A conversion takes place when a visitor to your site takes an action you are interested in and “converts” to a customer or lead. This could be through filling out a form, completing a purchase, or by simply showing a high level of engagement with your site.
How to set up conversion tracking?
Set up account
First things first, ensure you have Google Analytics set up correctly, using our guide. You need to make sure you have your account in place and it is accurately tracking information on your website before moving on to the next step, set up of goals.
Set up goals
Set up a goal based on what conversion you want to track. You can use a goal template, a custom goal or smart goals. We explain how to set up goals in a previous article and what common errors can occur when setting them up. Read this guide on how to set up and then continue reading here to find out how to measure your conversions/
How to analyse conversions?
Once you’ve been tracking conversions for a while, you’ll be able to view conversion data in various places within Google Analytics. You may be able to start analysing your data within a week or a month depending on the volume of visits and conversions you have in the given period.
The key information presented when looking at conversion is.
- Goal Completions – the number of conversions in the set date range.
- Goal Conversion Rate – the percentage of visits that that resulted in a conversion.
- Goal value – If this has been defined, this shows the monetary value of the conversion.
- One of the most common reports people use is the acquisition report. In your Google Analytics account, navigate to Acquisition > Channels.
- Select the data range you’d like to analyse in the top right-hand corner.
- In the report you will see three main headers, acquisition, behaviour and conversions.
- If you have set up more than one goal you can select which conversion you would like to analyse using the drop down.
- For conversions set up using goals, navigate to Conversions > Goals > Overview in your analytics account.
- Here you can see your goal completions, goal value and conversion rate. You can also see the location that the goal was completed if you have several flows, this can show you which page is resulting in the best conversions.
- If you have set up more than one goal you can select which conversion you would like to analyse using the drop down in the top left-hand corner.
Reverse Goal Path
To dig deeper in to how users convert, you can use the reverse goal path. This report retraces the user journeys to a destination page, you can use it to see how a user navigated to the completing a conversion. It can help you see which pages they visited before the conversion, which you could use to promote these pages more and get more conversions.
Get help with your analytics
If you’d like to track your conversions successfully and find out what you can do to improve your prospects, please get in touch. Call 0345 200 2650 or email firstname.lastname@example.org