Wow, things are looking great here on your website.
I love what you’ve done with the place!
The snazzy banner, the sparkly new opt-in, oh and is that a custom graphic over there? Girl, you’ve outdone yourself!
...Except, there’s something missing here.
I can’t quite put my finger on it, because you’ve got some freaking a-MAZE-ing offers for sale, and your audience clearly loves your stuff based on all those sweet comments on your IG posts, but there’s something more you should have here…
Oh that’s right!
You should be making sales on your website of the offers you promote in your email campaigns, social media posts, webinars and ads.
And you’ve probably been making a few already, but it seems like people only buy sporadically, or when you do a big push-marketing campaign.
You never really know exactly where those purchase originally came from, do you?
If your sales stats are as murky to you as the first dimly-lit dive bar you walked into back in the day (oh don’t act like you didn’t, I won’t go telling your mom!), it’s because you haven’t been tracking the path your customer takes to purchase.
In order to know where your time and money are best invested, you must be tracking not just how *many* conversions you’re getting on your purchase pages, but *where* those purchasers trickled onto the page from.
Don’t worry, I’m not about to bombard you with affiliate links for some fancy new tracking tool, because the best option for doing this happens to be:
Already integrated with your website (And if not, it’s wicked-fast to set up yourself.)
Enter Google Analytics Goals.
This is the best way to track the source of the conversions on your website.
Your ESP allows you to track opens and clicks, and Facebook will give you engagement stats, but only a tool like GA will tell you the source of the people who ultimately clicked the “buy” button and land on the Post-Purchase Thank You page for the offer.
I’m not going to give you a detailed tutorial on how to set up Goals because it’s super simple and Google did a great job explaining it right here.
Here’s a super-quick video of me creating a new Goal in Google analytics for you to follow along (yes, it’s really this fast!)
Pretty darn simple, huh?
I want to tell you the top ways to use Google Analytics Goals in your business right now (No really, open another tab and get started on this! I’ll be here when you come back).
Though there’s literally hundreds of things you could be tracking, these are the easy-peasy ones you could set up right away.
These are the Key Performance Indicators (KPIs) you should be tracking already to know where to invest more marketing time and effort.
Conversions You Should Be Tracking With Google Analytics Goals
Purchases of your products or services
If you use a third party checkout cart like Teachable, SamCart, or ThriveCart, you can integrate that with your GA account as well to view conversions across your platforms.
Opt-Ins to your email list
By setting a “Destination” Goal for the Thank You Page visitors land on after opt-in in to your email list, GA will begin tracking exactly where visitors who convert to subscribers originally came from before landing on your site.
Whether you host the registration page on your own website or through your webinar streaming service, you can integrate it with Google Analytics and set up a goal to find out what your best referral sources were for the visitors you actually converted to webinar registrations.
Why Is Tracking Conversions In Google Analytics So Important For Growing Revenue?
What get measured, gets managed.
You’re probably already looking at your traffic source for your website, which is useful to know.
But if you don’t know the source for the traffic that converts to customers -- Did they pop over from that email you sent on Thursday? The IG Post on Wednesday? The Webinar? YouTube Guest video? -- you’re trying to play “pin the profit on the business” while blindfolded.
You’ll have no clue which moves were the smartest ones.
Remember, we don’t care about vanity metrics like traffic volume if it doesn’t also lead to sales, so we’ve gotta shift focus away from tracking traffic sources alone to tracking traffic sources that directly result in conversions.
You ready to take action!?
Go set up your first conversion goal in Google Analytics today, then head over to Facebook and leave a comment letting me know how it goes!