Getting more visits, pageviews and tweets is great – but it’s the end results we’re really after. The visits to your site are just the raw material that you hope to convert into petition signatures, service users, volunteers or donations.
We can track these results in Google Analytics by using a feature called ‘Goals’.
To add a new goal go to your Edit Profile screen, as with filters, and click ‘Add Goal’ in the first goal set.
The most useful goal is URL Destination. Every time someone reaches a particular page it will trigger the goal, and you’ll be able to see which pages they visited on their way, and where they came from in the first place.
To track a donation, simply get the URL for your donation thank you page (e.g. www.example.com/thanks.php) and set it as a goal.
If you know, on average, how much each donation is worth you can enter it into the Goal Value field to have you goals represented in pounds and pence in your reports.
If your process has multiple steps, as most processes do, you can input each step’s URL into the Goal Funnel boxes. For example if people can buy publications then they might have to go from the basket, to the customer details page, to the payment page.
You’ll then be able to visualise this goal as a funnel, seeing how many people dropped out at each stage. This gives you a valuable insight into a quick fix that could seriously up your website’s conversion rate.
Google Analytics Help: Setting up Goals and Funnels