Aligning Google Analytics with Your Business Goals


Have you recently launched a website? You should really be utilizing Google Analytics to set up goals and measure success. Even if you already have Google Analytics installed, you may not have all the tracking in place to measure what’s most important to you and your business.

If you have analytics on your site, you may have set up goals for new contact forms or outbound link clicks. Those goals may not always coordinate with new campaigns or changes to your business goals. By regularly assessing your Google Analytics account, you can make sure you always have access to the data you want.

Determine Your Business Goals

Writing a list of your business goals is the first place you should start. Compare these to what you are currently measuring on your site. Odds are, some things may be missing, or you aren’t able to see the data you want. Creating a list of what matters to your business will help you determine what to track online.

The key to getting the insight you want is translating those goals into actions that can be measured online. If user satisfaction is one of your goals, how would you best like to measure that? If you can define what you want to see, your online marketing company will be able to put the measures in place to gather the data you want. User satisfaction can be measured by an online survey.  If you aren’t working with a marketing company, check out this tutorial on how to set up Google Analytics goals: Beginner’s Guide to Setting Goals in Google Analytics.

Also, be sure you don’t forget about smaller initiatives and how those should be accounted for in Google Analytics. Are you thinking about:

  • Adding video content to your site? 
  • Starting an email campaign?
  • Adding a new tool on your website?
  • Launching a new campaign?
  • Adding a new service offering? 

If you answered yes to any of those questions, then you’ll want to be sure your GA account is tracking these things. With any new campaign or tool, you’ll want to gather data on user interaction. Tracking micro conversions can give you valuable insight into your customer’s journey. 

Measure it! 

Something our owner Donnie Shelton preaches is, “If you can measure it, you can manage it” -- which couldn’t be truer in our data-driven world. Many people have the misconception that after they add Google Analytics to their site, they will be able to see everything they want. 

Unfortunately, this is not true. Google Analytics will measure page views, sessions, users, bounce rate, and some other basic metrics out of the box. To get insight into what matters most for your business, you have to define what a conversion means on your site and filter out the spam traffic that can skew your data. The easiest way to do this is to engage with an SEO company to help set up the appropriate events/goals/conversion funnels and create regular Analytics reports to give you insight into the data you want.