Step-by-Step Guide to master Google Analytics conversions

Conversion is a crucial step in turning a website visitor into a customer. 

It occurs when a user takes a desirable action on your website, such as filling out a lead generation form or making a purchase. 

Understanding this behaviour will lead to a conversion which is vital for marketers, as it allows them to segment their audience and tailor their marketing efforts accordingly. 

For instance, users who regularly engage with your website's content are more likely to respond to an offer than those who briefly visit your website for a few seconds.

Google Analytics provides a wealth of information about website performance, but for those new to the platform, it can be overwhelming. Understanding the data behind conversions is essential for marketers looking to optimize their campaigns. While the conversions tab seems straightforward, with different sections dedicated to goals, e-commerce, multi-channel funnels, and attribution, knowing how to interpret the data is key. 

In this blog, we'll take a closer look at how the goal data points work and what it will mean to you. 

So, let’s dive in to make it an interesting read, well be taking a case study to give you complete clarity over getting conversions. 

Goals > Overview

Say, suppose you have a client who is performing well, to have 17% of visitors convert with a goal value of $88,645. And no one even thought of setting a goal ever, completely abandoning it. 

Consider a three-step goal process where visitors need to fill out their names and click "next" on the first step. 

In the second step, they need to provide their address, and in the final step, they need to enter their contact information before submitting the form. Suppose a user abandons the process after the second step. In such a case, if the goal is set up correctly, it will record that the goal was abandoned. It's common to have some abandonment with multi-step forms, especially when they require more information than necessary, particularly with a low-dollar offer. 

Therefore, when the abandonment rate is 0%, it's worth checking whether the multi-step goal was set up accurately.

Pageview goals

Upon examining the goals set up for a specific website, we discovered that one of the goals is set up for a certain type of page view. 

However, this may not be the most effective type of goal as page views are already a built-in feature in Google Analytics and do not require a separate goal to track performance. 

Moreover, simply viewing a page does not necessarily indicate a user's likelihood to engage in conversion behaviour.

Setting up the goal value

Assigning a goal value to non-eCommerce goals is a common practice to quantify the value of actions on a website that is not directly revenue-generating. However, it's important to assign the correct value to each action, as the contribution to overall ROI varies.

When evaluating how this client assigned value to their goals, it's important to consider whether viewing a page has any kind of value. 

In this case, they assigned a value of $10 to a page view goal and $450 to a lead generation goal. While this may work for them since the values are significantly different, it's still worth evaluating the actual value of each action to ensure accurate tracking and reporting.

Hope you have enough insights from here onwards on how you can leverage GA4 to track your conversions.

Now it’s time to see how your campaigns are converting.