Setting Up Goals & Funnels In Analytics

Google Analytics is a powerful tool businesses use particularly to set goals and analyse websites. To help you set up these goal, below is a guide on how to set up goals and funnels in Google Analytics.

The “event” goal set is new to Google Analytics which enables you to collect even more types of data about your visitors’ interactions with your website.  With the addition of event goals, this brings the total number of goal types within Google Analytics to four:

  1. URL Destinations – These conversions are triggered whenever a visitor reaches a designated destination URL; for example, the “Thank You” page following a purchase, download or opt-in list signup.
  2. Time on Site – These simple goals measure the overall amount of time each visitor spends on your website, enabling you to make changes designed to keep visitors engaged for longer periods of time.
  3. Pages per Visit – Similarly, these goals let you set a target number of pages per visit for each reader that lands on your site.  Improving this metric increases engagement and lowers your bounce rate, which may have a positive impact on your search engine rankings.
  4. Events – These goals allow you to monitor more complex elements of visitor interaction on your site, including the time spent watching videos, the number of files downloaded and the number of times your content is shared on social networking sites.

The goal type that’s right for you will depend on the needs of your particular business model.  A blogger, for example, is more likely to be interested in average time on site or pages per visit than an ecommerce seller, for whom a primary metric will be URL destination visitor goals that track completed sales when customers reach a designated “Thank You” page.

Setting Up Goals

To set up a goal for your website within Google Analytics, login to your dashboard, then click on the gear icon in the upper right-hand corner.  This will launch the administration section of your website’s profile, allowing you to create goals from within the “Goals” tab, see below,  you’re able to create four separate set of goals, each of which can contain five specific goals.



Give your goal a name and choose the type of goal you’d like to create from the radio button list of options, doing so will cause a second screen to appear with further fields based on the type of goal you’ve selected.

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1. URL Destination Goal

If you decide to set up a goal that tracks visits to a specific URL, you’ll see the following options appear:


Enter the URL of your designated goal conversion page, set the “match type” based on your URL structured and indicate whether or not your URLs are case sensitive.  If you know how much a goal conversion of this type is worth to you, enter it into the Goal Value section (for example, if you know a “thank you” page visit occurs only after a $17 report has been purchased, enter “17” as the value). Select the “use funnel” If your final destination URL is part of a larger sales funnel – as in the case of one-time offers, upgrades and other multi-step sales processes,  and enter the URLs of each step in the sales path.

URL Goals,

2. Time on Site Goal

If your goal is simply to increase the length of time visitors remain on your site, select the “Time on Site” radio button and the following options will appear. Enter the specific amount of time on site you’ve set as your goal, then click “Save”.

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3. Pages/Visit Goal

Using internal links and other calls to action to encourage visitors to move amongst the pages on your site is a good way to get people to engage with your brand and learn more about your company.  To set this as a defined goal, click the “Pages/Visit” radio button. For a good starting place, take a look at your

existing stats and set a goal that’s 1-2 pages higher than your existing average pages/visit.

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4. Events Goals

Counting the number of times a PDF file is downloaded, for example, will require different tracking parameters than will be needed to count the number of times your pages are shared on Facebook. The following screen appears when selecting Event Goals. For more information see Event Tracking Guide.


If this all sounds too complicated, consider hiring a Melbourne Marketer to set up events goals on your website for you, contact us for a FREE no obligation quote.

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