Tracking Conversion With Google Analytics

To optimize online business activities, e-merchants always have to determine what traffic source visitors come from and how visitors interact on their website. You use many advertising channels. However, not all channels are effective to bring conversion. How should business do to find, analyze and track conversion continuously?

Google Analytics is the most popular tool to track conversion from all traffic sources in your advertising campaigns.


How to follow different traffic sources of conversions

You use a Google analytics account for your website. After logging in to this account, you choose Acquisition on the left toolbar. There are two important tags: Acquisition/All Traffic/Source Medium and Acquisition/Campaigns.

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Goal Conversion rate column shows main types of sources that bring orders to website.

How to set up conversion index

Only when you Set Conversion Tracking on Google Analytics, you can see above conversion result interface for your website.

  1. Log in to Google Analytics account and select Conversion/Goals/Overview. Click to Set up goals button.

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  1. Click “+New Goal”. Google analytics allows users to set up total 20 goals. There are two line status (Active or Deactivate) for each goal. Do not support to delete goals.

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Create your goals by following the guide in Goal setup box. There are many different targets: Revenue, Acquisition, Inquiry and Engagement. Each product and each advertising campaign have different targets and different conversion definition.

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If you focus on sales goal, choose Revenue/Make a payment.

If you focus on email registration goal, choose Inquiry/Submission.

If you focus on something that is not showed in Google analytics suggestion, choose Custom option under Goal setup. Click to Continue button and start to set up your goal description.

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You can specify the goal name and pick a goal type. If it is the first time to track conversion, you should choose Goal description/Type/Destination. It means the last URL that your visitors see after they submit the action according to your objectives. In the next step, you will set Goal details.

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Copy and paste the last URL with no your domain name into Destination. For example, the full URL after visitors’ actions is, you only paste “/shopping-cart-migration.html” with Equals to. On the other hand, many commerce site owners want to fill into Destination is “/checkout/cart/success/1842016order=1”. Each order will export each number. You can choose Begin with instead of Equals to and paste “/checkout/cart/success”.

  1. Save your goal.

After set up your goal successfully, Google Analytics will start tracking all visitors to make conversion report for you.

Melanie Johnson – Marketing at LitExtension