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), where to buy page and/or 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 a mobile ad click for example. Goals should be set up if you care about measuring a specific action on the site.
Google Analytics Store Visits
If you produce, market or sell goods or services in the real work that require a physical interaction in a fox set of locations, Store Visits is a wonderful new option for you. You can read more about this on our Store Visits in Google Analytics page.
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 E-commerce is always better than just using (Smart) Goals. To set up Enhanced E-commerce to its full potential is a bit of work, but essential. If you implement Enhanced E-commerce through Google Tag Manager, you can save a lot of time.
If a significant portion of your sales, say more than twenty percent, comes in via phone lines, you might want to consider a good call tracking solution. If you spend eighty plus percent of your marketing budget with Google (on Adwords), you might want to consider conversion tracking to generate and connect generated calls to marketing activity. Please note that this will not create any conversion metric in Google Analytics. If your business uses many of the larger online and offline advertising platforms out there, you might want to consider looking into a call tracking solution provider.
Google Analytics for Firebase
The legacy GA SDK will only deprecate for standard, non-GA360 users, for now. But Firebase will be the foundation of the next generation of Google Analytics so we advise all businesses that case about App analytics to get started sooner rather than later. For now, GA for Firebase (GA4F) as Google’s 1P SDK solution, but there will still be businesses using the legacy GA SDK as a complementary solution (some examples include customers who require their SDK to offer an SLA or enhanced eCommerce features, those of which are only offered via the legacy SDK). GA4F is already a large value add for businesses that use advertising to push App specific goals.