What is the ultimate behavior of visitors to your web site? Do you want them to call? To fill out a request form? Do you want them to click a particular link? Or, do you want them to purchase a product or a service on your site?
“I want visitors on my site to ____________________________.”
Answer the above question and you have established a “goal” for your site.
The next step in web site goal and conversion tracking is to tell your web analytics tool which events on your web site represent a goal (or conversion). The most common way to do this is to indicate a “goal page” as the indicator of a conversion.
Adding a Goal Page in Google is Easy. However, it can’t go back in time to show past conversions.
Interested in Web Analytics training click here.
I chose to create and use the URL parameter “cid” on Market Motive to indicate a conversion event. The name of your parameter doesn’t really matter much. Make it long enough to be unique from other parameters. When you fill out a request form on the site, the resulting page has a
?cid=goal_type on the url. This is exposed to the web analytics tool, and can be tagged as a conversion indicator.
To add the parameter, I edited the form page on the web site and changed the “form request” URL to include the new parameter.
<form name="audit_box" id="audit_box" action=" goal_page.html”_method="post">
<form name="audit_box" id="audit_box" action=" goal_page.html?cid=audit”_method="post">
(or the actual PHP on the Market Motive site)
<form name="audit_box" id="audit_box" action="<?=$self?>?cid=<?=$goal_lc?>" method="post">
Once the parameter was live, I indicated it as a conversion event to both Google Analytics and ClickTracks.
ClickTracks Tools (including the free Appetizer tool) make it very easy to pick from a list of detected pages and/or parameters.
When indicating a parameter as a goal in Google Analytics you must use “Regular Expression Match”. This can get complicated if you have meta characters (like a period) in the parameter name or value.
Once you have your goal (or conversion) event set up in your web analytics tool, you have a broad range of useful answers waiting inside your web analytics tool. In my case, my first question was: “Which blogs are sending high conversion traffic?” Some example answers are below:
Conversion numbers for each referring site can be compared to the site average
Using the Data Dissection view (In ClickTracks Pro, but Appetizer can get you close to this) I can see which blogs have sent converting visitors.
Check out Market Motive’s Web Analytics Certification Training here.