在Google Analytics中設定目標(goal)是非常重要的. 設定目標能讓你看到實際KPI達成的程度, 例如, 你可以看到轉換數或轉換率.
目標是被設定在資料檢視層級, 意即你可以在不同的資料檢視中設定各種不同的目標. 一般而言, 共有四種型態的目標:
1. 目標網址(Destination Goal): 目標網址是你希望使用者完成某項活動後所到達的網頁, 例如, 當使用者加入會員完成後, 目標網址設定在「感謝您加入網站會員」這個頁面. 又例如, 當使用者完成購買行為後, 目標網址設定在「訂單完成」頁面. 一旦目標被達成, 即啟動一次目標轉換.
2. 事件目標(Event Goal): 事件目標是指使用者在同一個頁面上完成某件任務, 例如: 下載一個PDF檔案, 或在頁面上觀看影音, 管理者需要將事件追蹤碼(Event Tracking)安裝在事件目標上.
3. 單次工作階段頁數目標(Pages per Visit Goal):使用者在單次造訪中所瀏覽的頁數是否高於或低於管理者所設定的目標瀏覽數.
4. 時間長度目標(Duration Goal) : 使用者在造訪中時間長度是否高於或低於管理者所設定的目標.
目標轉換率(Goal conversions)和電子商務交易(ecommerce transactions)有所不同. 目標轉換是計算單造訪的一次轉換, 但電子商務交易可以是紀錄一次造訪中的很多次交易.
例如, 如果在網站下載一份PDF值5元, 若有一位使用者在單一次造訪中下載5次, 轉換的價值算5元, 但若將其算為電子商務交易的話, 則算25元.
在實務上, 建議在非電子商務目標上加上目標價值, 如此一來, 目標價值可以被累計, 如果你加入目標價值並將電子商務追蹤碼放在網頁上, Google Analytics會自動將交易價值加到整體的目標價值中.
課程習題(官網4.4單元)
Create a goal in the “Master Profile” for the website to match the following pages:
www.mysite.com/thankyou/shoes
www.mysite.com/thankyou/shirt
www.mysite.com/thankyou
www.mysite.com/thankyou/shoes
www.mysite.com/thankyou/shirt
www.mysite.com/thankyou
1. What match type and URI pattern did you use to create the goal in your account?
A.Match type: Equals to; URI pattern: /thankyou
B.Match type: Begins with; URI pattern: /thankyou
C.Match type: Equals to; URI pattern: www.mysite.com/thankyou
D.Match type: Begins with; URI pattern: www.mysite.com/thankyou
A.Match type: Equals to; URI pattern: /thankyou
B.Match type: Begins with; URI pattern: /thankyou
C.Match type: Equals to; URI pattern: www.mysite.com/thankyou
D.Match type: Begins with; URI pattern: www.mysite.com/thankyou
解答: B, 題意是要找以/thankyou為開端的網址, 因此須先找"begins with", 但D錯, 因為不需要寫www.mysite.com 這一段
2. Which of these best defines a Destination goal in Google Analytics?
A. A website page viewed by the user once they have completed a desired action
B. A KPI
C. A page that has given you revenue
D. The most popular page on your site
A. A website page viewed by the user once they have completed a desired action
B. A KPI
C. A page that has given you revenue
D. The most popular page on your site
解答: A, 目標是使用者達成管理者所設定的行為; 未必是KPI(B), 未必是電子商務(C), C,D與行為無關
- You define a Destination goal by:
Adding the e-commerce code to the goal page
Adding the conversion ID to the tracking code on the goal page
Dragging the goal page onto a Standard Report
Specifying the conversion page in your view settings within Google Analytics
Adding the e-commerce code to the goal page
Adding the conversion ID to the tracking code on the goal page
Dragging the goal page onto a Standard Report
Specifying the conversion page in your view settings within Google Analytics
3. When configuring a goal, why is it useful to assign a goal value?
A.To attribute monetary value to a non e-commerce site
B.To calculate e-commerce metrics
C.To determine the popularity of webpages
D.You must assign a goal value in order to track conversions
A.To attribute monetary value to a non e-commerce site
B.To calculate e-commerce metrics
C.To determine the popularity of webpages
D.You must assign a goal value in order to track conversions
解答: A, 讓非電子商務也可以計算出目標價值
4.Which of the following could be measured by defining a goal in Google Analytics?
Check all that apply.
Check all that apply.
A.The percentage of sessions that result in a site registration
B.The percentage of sessions that are unique
C.The percentage of sessions which contain three or more pageviews
D. The percentage of sessions during which users spend at least 2 minutes on the site
C.The percentage of sessions which contain three or more pageviews
D. The percentage of sessions during which users spend at least 2 minutes on the site
解答: A,C,D; 挑選出目標的型態,A是目標網址(Destination Goal), C是 單次工作階段頁數目標(Pages per Visit Goal),D是時間長度目標(Duration Goal)
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