Name: 數字分析基礎--第4.4課 設置目標和電子商務 (Digital Analytics Fundamentals - Lesson 4.4 Setting up goals and ecommerce)
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In this lesson we'll talk about tracking macro and micro conversions in Google Analytics.

We do this using a feature called "Goals."

基礎被動語態

We'll walk through how Goals are set up and then have you practice on your own test account.

Just a note - we're going to walk through creating Goals for a website, not an app.

Setting up Goals in Google Analytics is one of the most important parts of implementation.

Goals are the way that we map the data in Google Analytics

to the key performance indicators that you defined in your measurement plan.

Anytime you think of conversions, you should think about "macro conversions" and "micro

Macro conversions are your primary business objectives.

Micro conversions are the relationship building activities that lead up to a macro conversion.

As an example, for our fictional outdoor company, the macro conversion is to sell products.

A related micro conversion could be a sign-up for a promotional newsletter.

When a user signs up for a newsletter it's an indicator that she wants to stay connected.

It gives us, as a business, an opportunity to continue to market to the user

and hopefully convert her into a customer.

Once you enable Goals, you get metrics like the number conversions and the conversion

These metrics are always available in the Conversion section of your standard reports.

But you can also find these metrics in almost every other report in Google Analytics.

This is useful because the reports allow you to segment your conversion data.

For example, if you look at the conversion rate metrics in the Traffic Sources report

you can instantly see which marketing channels drive the most value for your business.

Now let's talk about the specific features of Google Analytics Goals.

That means you can create different Goals for each view.

Each Goal is slightly different to set up, but they all do the same thing --

they track conversions on your website or in your app.

First let's talk about Goals that track user actions.

A destination Goal is a page on your website that users see when they complete an activity.

For an account sign-up, this might be the "thank you for signing up" page.

For a purchase this might be the receipt page.

A destination Goal triggers a conversion when a user views the page you've specified.

If you're setting up a Goal for an app, you'd set up a screen view Goal rather than a destination

The second type of Goal you can use to track a user action is an Event Goal.

This kind of Goal is triggered when a user does something specific

like downloading a PDF or starting a video.

You need to have Event Tracking implemented on your website in order to use this type

The last two types of Goals can be used to measure user engagement.

Engagement can be measured based on the amount of content that people see

or the amount of time that they spend on your site.

A Pages per Visit Goal is triggered when a user sees more or fewer pages than a threshold

A Time on Site Goal is triggered when a user's visit exceeds or falls below a threshold that

Let's talk through how to set up a destination Goal for a website.

When you select "Destination" as the Goal type, you specify the Goal page.

You don't have to enter the entire URL for the page.

Just enter the request URI - that's what comes after the domain or hostname.

So, if the complete URL is myoutdoorstore.com/confirmation.html,

you only need to enter /confirmation.html.

Make sure that the URI corresponds to a page that the user only sees

once they complete the conversion activity.

So, pick something like the "Thank You" page or a confirmation page for your Goal.

You can also enter a name for the Goal, like "Completed Order."

When you set up a destination Goal, you have three choices for the Match Type option:

Equals, Begins with, and Regular Expression

The Begins with match type indicates that the page URI must begin with what you specified

So, if you specify "/thankyou" as your Goal,

any page URI that begins with "/thankyou" will count as a conversion.

For example, visits to "/thankyou.html" or "/thankyou.php" would both count as a Goal

"Begins with" provides flexibility with limited complexity.

It works to track most destination Goals.

The Equals match type means that the URI of the page visited

must exactly match what you enter for the Goal.

In contrast to Begins With, which can be used to match multiple versions of a URI,

an Exact Match only matches one single URI.

The Regular Expression match type gives you the most flexibility,

but requires you have expertise in Regular Expressions.

For example, if you want to count different pages, all with different URIs as a Goal,

you can create a regular expression pattern

that will give Google Analytics the set of rules to match any of these URIs.

To learn more about Regular Expressions, check out the resources in this lesson.

Another part of the Goal setup process is the verification tool.

This simple tool let's you quickly test your Goal settings before completing the process.

Just click the "Verify this Goal" link and Google Analytics will give you an expected

based on your settings, for the last 7 days.

If the conversion rate seems too high or too low then there's probably an issue with your

The "Goal Value" field allows you to specify a monetary value for a Goal.

This is really useful because Google Analytics will interpret the Goal value as actual revenue.

By setting a Goal value, you make it possible for Google Analytics

to calculate metrics like advertising ROI and average per visit value.

These metrics will help you measure the monetary value of a non-ecommerce site.

If you're having trouble calculating a Goal value

think about how much each user action, or Goal conversion, is worth to your business.

Let's say your website generates sales leads.

If your sales team closes sales on 10% of the leads, and your average transaction is

you might assign $50 or 10% of $500 to your Goal value.

For each destination Goal that you create, you can also set up a funnel.

A funnel is the defined process that you expect users to complete prior to conversion.

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