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Tracking Micro and Macro Conversion in Google Analytics

Do you want to become a master of Google Analytics? In three days of Google Analytics training from ASPE-ROI, you can learn to leverage Google Analytics to better track and optimize your site and pass your Google Analytics Certification exam in class.

analyticsGoogle Analytics is a tool that is offered to companies to track their website’s traffic, traffic sources, and the ROI that results from the customer’s website interaction. Within Google Analytics are Micro and Macro conversions. Those terms might sound complicated and fancy but this is a huge step for companies and their marketing departments to add value to their websites.

Micro and Macro conversions can be simply defined and understood. This is a way set and track “Goals” for a companies’ website.  Goals are the way a company can link data collected by this feature to the key performance indicators established by the company.  Micro and Macro conversions are vastly different so in turn, they have different goal dynamics.

  • Macro conversions are any primary business objectives. An example for an organic foods website could be getting a user to sign up for a loyalty program so that they can continue to market to this customer for years to come.
  • Micro conversions are any relationship building enterprise that leads up to meeting a Macro goal. An example for our organic foods website could be passing out flyers or handouts, with an identification or QR code, about their organic website at a local food convention.

After enabling the “Goals” metric in Google Analytics, number conversions and conversion rates are generated and found in a standard report. This is important because in these reports data can be segmented so that it is simple to see what channels add the most value to a business. This can be taken one step further by use of the four types of “Goals” that Google Analytics offers, which are configured at the view level as listed below:

  1. Destination Goal happens when there is completion of an activity; an example of this would be a purchase confirmation page or a thank you page.
  2. Event Goal occurs when a customer downloads a file or interacts with a page, such as downloading a brochure or playing a video embedded in a page.
  3. Pages Per Visit Goal is when a website visitor views one or more pages in a website. An example of this goal could be a visitor viewing at least 2 pages per visit.
  4. Duration Goal is simple, it is a goal time length that a visitor spends on a website which could be a threshold of 3 minutes. Time length is set at the clients discretion

Now that the different types of goals have been defined and have identified which might be best for your company, the steps to set a destination goal are as follows:

  1. Select “Destination” as goal type and enter the URI for desired page. It is important to note that, if using ASPE as an example, instead of entering, just simply enter “goal.html” as opposed to the full URL.
  2. After selecting the “Goal” page, there will be three options:
    1. Equals (exact URL)
    2. Begins with (Begins with specified goal and pages that might come after as well)
    3. Regular Expression (Most flexible but is only helpful for those who thoroughly understand Regular Expression first)
    4. Goal Verification: users can use the verification to test goal settings before completing the process and is recommended to complete, just click “Verify the Goal”.

There are also other features that might be utilized to personalize this process for different kinds of websites.

  • The “Goal Value” field is useful for websites that are selling products and will help interpret the actual revenue coming from a website. Google Analytics can also calculate ROI and average per visit value through using this field.
  • The “Goal Funnel” is another field that is advantageous for websites and is a process that a customer might complete before reaching Destination Goal page. An example of this could be a check out process. In order to define a funnel, specify the pages leading up to the Goal. It is important to notice that there is no “Match Type” for this metric because Google uses the same “Match Type” used for “Goal” page. This might be especially useful for identifying where users quit the process.
    • There is another type of “Funnel” that could be used as well, called “Multi-Channel Funnel Reports” that tracks activity across multiple site visits.

Ecommerce tracking is another tool inside of the Google Analytic belt that is great to track sales activity and achievement. There are three steps that are needed to enable ecommerce tracking:

  1. Enable “ecommerce Reporting” in Analytics website view
  2. Add Google Analytics Tracking Code to receipt page or purchase completion page
  3. Add additional codes to track different aspects of the purchase completion page

It is critical for users to notice that there is a big difference between “Goal” tracking and ecommerce tracking. Goal conversion is only counted once during a website visit and ecommerce can be counted multiple times throughout a visit. Another tip is to only add a “Goal” value for non-economic goals because the result is cumulative. Google will add the values for multiple goals together, which could skew results in the end.

Finally, it is your turn to try out this dynamic feature in Google Analytics combined with all of the tips and steps that are listed above. Happy Goal Setting!

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