8 Measure Success in Google Analytics
To measure success to the best of ones ability is crucial if you intend to gain actionable insights. The more accurate you are able to measure success, the more reliable your insights will be. It is very difficult to get data that is one hundred percent accurate, for many different reasons. It is also very likely pretty simple to improve your current setup.
Brick and mortar businesses
We will start what small businesses should do, and move towards what larger businesses could do.
If you run an art gallery, or a large kitchen center, you might never sell anything via a mouse click. But you know your website plays a crucial role in getting people to discover your products or services. That does not mean you should not attempt to measure success.
There is something new called Smart Goals. It is perfect for businesses that find it hard to measure online success. There are some very modest prerequisites, and they can be found here. Implementation is extremely easy, and done at a View level. Smart Goals use machine learning to examine dozens of signals about your website visits and users. Through those signals, it determine which of those visits are most likely to result in a conversion. Smart Goals will let you know what five percent of your traffic is most likely to have converted or is most engaged. This is very likely the ideal solution for brick and mortar businesses. Especially those that struggle to define or measure a hard goal for their website traffic. You can read all about how to enable these goals here.
Brick and click
If you feel you are able to define one or more actions on the website that indicate a successful visit, you should create goals (and forget about Smart Goals). These can be around different destination pages, the “thank you” page (after for example a purchase) and the “email subscription confirmed” page being the most obvious ones. If you are a publisher you might define a goal around either the time on site, or the number of pages viewed.
And last but not least, you could set up an event for any action that does not trigger a web page or screen load, like a video play or an mobile ad click for example. Goals should be set up if you care about measuring a specific action on the site.
If you are able to measure actual sales online, installing Enhanced Ecommerce is always better than just using (Smart) Goals. To set up Enhanced Ecommerce to its full potential is a bit of work, but essential. If you implement Enhanced Ecommerce through Google Tag Manager, you can save a lot of time.