Installing Google Analytics And Setting Up Goals 2015Follow our extensive guide on setting up your Google Analytics account, installing Google Analytics on your WordPress website, setting up goals and conversion funnels
Understanding how your audience connects with your web site is important for your success. The better means of understanding your audience or target market is through your web traffic stats and this is exactly what Google Analytics offer.
In this guide, we will look at:
- Why Google Analytics is crucial to online growth
- How to setup a Google Analytics account
- How you go about installing Google Analytics into your WordPress website, and
- How to setup goals & funnels within Google Analytics
Why is Google Analytics Important for website owners and online growth?
Google Analytics provides data allowing you to monitor:
What type of audience visits your website
This data is exceptionally useful, as it could help in countless ways. For instance after getting a personalized responsive design layout, you could use the user information to make certain that your website will work with your target audience
When visitors are on your site, exactly what do they do.
You are able to track where the visitor is going within your website, the number of page views per visit, for how long do they remain on your website, as well as the exact bounce rate (the percent of individuals that exit your site after only viewing one page). Using this information, you could reduce the bounce rate percentage as well as raise the depth of individual page views.
What time of day does your audience see your site
By taking a look at the most popular hours in the day for your site, you could pick the best time when you should publish your fresh articles. If that time zone is not aligned with your own, then using the schedule option in WordPress, you could publish your content at those appropriate times.
From where did they land on your website
In this segment, you will be able to learn where the visitor came from. For instance, possible referrers could be Search Engines, Direct Links and Reference links from another site
Google analytics offers you a detailed list of each of these groups. If it is the search engine group, then it shows you which search engine got you the most traffic. I.e. Google, Yahoo, Bing etc.
If your top referral source is another website, whether it is in the same niche or not, it could be very beneficial for you to really think about having a partnership with that website owner and feed off of each others traffic.
How do your visitors connect with your website’s content
Google analytics reveals exactly how each individual communicated or connected with your website’s material. It shows you what percent of the individual clicked which link on your website as well as how they shared that content across social media platforms. You could run A/B split performance tests by creating material experiments in Google Analytics to understand what strategy is best to satisfy your target audience.
By viewing the user activity, you could develop your content around your users
Evaluating all of the analytics and metrics to the inquiries above, you can concentrate on the methods that work for your site as well as do away with the strategies that do not perform.
This will lead to consistent growth from organic search results and increased engagement across social media.
Your audience will see your site as an authority within its market and make it a go to place for their references.
Creating your Google Analytics Account
Creating an account is straightforward.
If you already have a Gmail account then visit the Google Analytics Sign In Page.
If you do not have a Gmail account, then visit the Google Account Page to create your account first.
Ok, once your setup with a Google account and you have signed in, click on the Admin tab and you should be looking at a New Account screen:
Below the query What would you like to track? Click on Website.
Below the section Setting up your account, type in your preferred Account Name. This will be the top level name of your account and can contain more than one tracking ID’s
Below the section titled Setting up your property, type in your Website name
Enter your website URL with the correct format in the box provided
Select your Industry Category. Google will tailor some suggestions for your account settings
Select your Time Zone. Be sure to select the correct time zone appropriate for your current location. This will line your analytics up with your local business day time zone.
Select your desired Data sharing settings. All of these are optional.
Click on the blue Get Tracking ID and agree to the terms of service.
You should now be presented with the following screen:
Make a copy of your tracking code. You will be later on installing this code into your website.
Leave this browser tab open as depending on the page you may need to re-visit to save.
Having done all of that, you have now created your Google Analytics account, and now you can move onto the next stage of installing the tracking code into your website.
Installing Google Analytics Tracking Code Into WordPress
Follow these instructions to install your tracking code directly into your website. Once you have successfully installed the tracking code, you will start to see data coming into most of your Google Analytics reports after around 24 hours from the time the tracking was installed.
The method I use and find to be the easiest is to use the plugin called Google Analytics By Yoast
If you have not yet installed this plugin, then follow the tutorial on installing plugins.
Once installed, click on you setting tab, then Google Analytics
You should be presented with a page shown below:
Under the Google Analytics Settings you will see a check box to tick if you want to manually enter your UA code.
Tick the check box
A dialogue box will appear next to Manually enter your UA code:
Copy & paste your UA tracking code into this box.
Tick the box: Track outbound clicks & downloads
Click on the blue Update Google Analytics Settings button
Once you have completed the tracking code install, you can go back to the Google Analytics tracking code screen shown below and click Save
Now you can click on the Reporting tab to see your websites analytics Audience Overview.
Remember it takes Google up to 24 hours to start providing you with all the stats and data from your website.
Tracking your audience is paramount to acheieving growth in your online business. Having the ability to design, create and market to a targeted audience is the most efficient way of increasing your ROI.
Now that you have your audience tracking setup, you can now move onto setting up goals and funnels, to drill down on all the stats as they come into your Google Analytics account.
Setting Up Goals & Funnels In Google Analytics
First, what are Goals?
Goals are a specific way to measure how well your site converts specified actions taken by your target audience. For instance, you can setup individual goals to track specific actions, like the number of transactions taken place for a particular product.
For every time a visitor completes a goal, a conversion is tracked in your Analytics account. Goals can even have a monetary value assigned to them, so you can track how much profit each conversion is worth.
It is worth spending some time thinking about what specific goals you would like to track. I imagine you would have hundreds of goals for your website, however there are specific goals that can help you drill down and vastly improve your website. Consider some of these points below:
- The type of information that is important. Only track goals that will help to make real changes of how visitors will interact with your site
- What actions are you expecting your visitors to make once they enter your site?
- What is considered a goal conversion? Do you want your visitors to sign-up to your newsletter, make a purchase, click a download button, etc.?
All of these goals can be analyised in the Goal Reports.
Now lets determine what funnels are
Online businesses use funnels to transition visitors to prospects to buyers.
Tracking your audience as they move through each level of the funnel can help you to understand if your visitors are navigating their way through your content and completing a specific goal, as you would expect them to.
Google Analytics allows you to analyise your funnel in the Goal Flow report
Using the Goal Flow report, you can answer queries such as:
- Where do visitors enter your funnel…. Is it your desired first step, or are they entering from somewhere else?
- Are any of your visitors leaving your site at unexpected steps within your funnel?
- Is there one specific segment of traffic taking different actions than other segments> Is this segment converting more or less than the other?
After analyising the data, you will be able to decipher whether or not your audience is taking the steps you desire. If they are not, you may be able to find an element of your content that is not responsive and/or congruent with your target market.
Alright then, lets first dive into setting up some Goals
First navigate to the Admin section, then click Goals.
If you have more than one website, please check that you have the correct account and property.
Under the view column:
- click on Goals
- Click on the +NEW GOAL button
And you will be presented with the Goal setup page.
Google Analytics will provide a pre-configured template to begin with based on your analytics data.
Select an option that best suits your completed goal, then click Next step. For example, if you were to track a review page on your website, then select the Read reviews option.
In the Name dialogue box, type in a specific name that you can quickly relate the data to. Keeping with the review page example, this would be the title of the review page on your site.
Select the Goal Type. Again for a review page, you would select Destination.
Note: If you’re just getting started with setting up goals, then for now do not select the event option. This is an advanced option that requires more initial steps.
Click Next step
In this section, you will enter the details of your goal type.
You have 3 options in the drop down box:
- Equals to – Is exactly what it is. The goal will convert if the visitor lands on the exact page equal to what you type in the dialogue box.
- Begins with – Is the opposite. Any page on your site beginning with the URL you enter will be counted as a goal conversion.
- Regular Expression – Again an advanced option that allows for specific targeting using a sequence of patterns.
Initially I suggest choosing the Equals to option.
Enter the URL trail of your page in the dialogue box.
For example, if you’re URL was www.mysite.com/my-best-product-review/
Then you only need to enter /my-best-product-review/
Assign a monetary value if applicable.
Assigning a value to your goals can help to distinguish between your goals, and determine what goals are most profitable.
For now leave the Funnel option turned Off. (You need to setup all of your goals first before creating funnels).
Click on Verify this Goal.
If you have had your Google Analytics running for a couple of weeks now, you should get a conversion percentage if your goal was setup correctly.
If all good, click the Create Goal button.
Repeat this for all of your specific Goals
Now that you have your goals set in analytics, it is now time to setup conversion funnels, to track how your visitors move through the various stages of completing a goal.
Just to recap – With any business, whether you are selling products online, or you have a business website that provides means for visitors to sign-up for an offer – you more than likely have several specific steps for you visitors to take in order to complete your goal.
Ok. Lets go through the process of setting up some conversion funnels.
Navigate to your Admin and click Goals
As you should have completed entering all of your goals, they will be listed as shown below:
Under the Funnel Option, click to turn ON
Here you will enter the specific steps your visitors should take to reach the specific goal.
Lets say your goal is to have visitors sign-up to a free-guided tour.
For this scenario, you may have a home page, a tour description page, a signup page, and a booking confirmation page.
So in this instance, the goal would be the confirmation page, and the funnel is all of the pages as described.
Using the above scenario, enter the funnel steps as shown below.
Obviously you would enter the URL of your specific pages, and only the trailing part of the URL as shown.
The Yes/ No option under Required? Is for when you would want to only track visitors coming through your funnel from the first step.
I recommend turning this option to No, as your visitors may land on your site at the second or third step. Under this scenario, these visitors would not trigger the goal conversion.
Click Verify this Goal. Again, a conversion percentage will appear based on your past 7 days.
Click Save Goal
That is it.
You have now setup Goals and conversion Funnels into your Google Analytics account.
Wait a few days to use the reporting features, so you can begin to analyze your data and optimize your website accordingly.