t opdraw.com />How to Set Up Goals in Google Analytics | Top
Draw
Posted By: Adriel on October 3rd, 2012
Filled Under: SEO & Online Marketing
The most powerful thing you can do to evaluate your
website, outside of setting up the Google Analytics tracking
code, is configuring goals in Google Analytics. The out-the-
box statistics that come with Google Analytics don’t do a
great job of tying in site performance with business
performance. There are simply too many variables mixed in
there.
Setting up goals separates the wheat from the chaff, the
great traffic from the garbage, and unleashes your Google
Analytics to really show you which marketing endeavors are
working and which should probably be scrapped.
Think like the customer
Before you even log in to Google Analytics, you need to look at your website through the eyes of
a potential customer. I’ve found the best way to do this is to create a scenario and ask a few
people to run through the site. I try to be specific with background details, but not with how-to
instructions, or the next steps to take to accomplish the assigned task. This forces my tester to
think about their next steps and might show me where I’m not providing what they need.
An example scenario might be: “You’re a purchasing of f icer with Exxon, and you need to find
WHMIS training for 30 new employees, as well as ongoing training for your existing workforce as
WHMIS certificates come up for renewal. Take a look at this website.” You should be looking for
clues as to when that prospect is ready to enter the next stage of a relationship with your
business. This can include looking for a phone number or address, filling out a form so they can be
contacted back, or downloading a datasheet about a complex product that you sell.
Keep in mind that you’re not able to measure all the leads coming out of your website. You don’t
want to force everyone to use a website form if most people in your industry use a phone. The
idea here is not to measure every single lead, but to measure the ones that make sense and not
make your website difficult to use.

Google Analytics can give you powerful insight into the performance to your website, but it takes
a little know-how to get the most out of this online tool. Remember, if you can track and measure
results, you can find ways to improve them!
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Adriel Michaud
@adrielmichaud+Adriel Michaud As Partner and Direct or of SEO at Top Draw, Adriel
Michaud is committed to maximizing ROI for his clients. He helps companies
understand how effective int ernet marketing can drive their business forward and
set them apart from the competition. His fact-based approach to web analysis,
along with his extensive industry experience, translates into business process improvement and
online success. Adriel has traveled extensively as a consultant and presenter on such topics as
lead generation, search engine marketing and sales.