This is when people complete the process that you want them to complete. The engagement step in this example is when they land on the cart.Īnd finally, you have the goal that you’re probably already familiar with-the completion goal. You then continue to measure by setting goals to see if they’re engaging along the way. In other words, they’re aware of the product. When somebody first comes to your offer page, they’re aware of the fact that they’re on a particular page and could purchase the offer. It’s when they engage along with the process. So we now have an awareness goal when they come to the offer page and a completion goal when they hit that thank-you page but there’s one more type of goal-an engagement goal. What happens before the journey? People first have to become aware of the offer-the training program in this case-so you have to set up a goal when that stage happens. And while that’s an important goal to set up, it’s not the only type of goal. But let me ask you a question: “Is that the entire journey?” The answer is obviously no it’s just when they’ve completed the journey. My guess is you probably have goals that are set up in a similar way because what you’re measuring for is when people complete the customer journey. It’s a specific path that customers follow to purchase a training program, which ends on a thank-you page that says, “Great, you’ve got this added, so check your email in a few minutes for the login details.” That’s a perfect idea for a goal. 3 Types of Google Analytics Goals for the Customer Journeyīefore we jump into Google Analytics to figure out which goals are working and which aren’t, it’s important to talk about what you should set for a goal in the first place.Īs an example, I’m going to walk you through a customer journey in my business.
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