The document discusses goals and conversions in analytics. It defines a goal as fulfilling a business's vision and objectives for their website. A conversion is the completion of a defined goal, like an order on an e-commerce site. There are two main types of goals: destination goals for specific pages and event goals for triggered actions. It provides examples like registering or spending time on a support site. The document also gives instructions for setting up a URL destination goal in Google Analytics by navigating to the goals section in the admin panel.

1. INTERNAL: Google Confidential and Proprietary

2. Understanding Analytics: Goals & Conversions
WHAT IS A GOAL?
Why do you have a website? It sounds like a silly question, but it’s the
first question that needs to answered when establishing your goals.
Here’s the answer; you have a website in order to fulfill the vision of
your business and meet the objectives your business has set.
A goal conversion speaks for itself. It’s the actual completion, the desirable
outcome, of the goal you have set.

3. Understanding Analytics: Goals & Conversions
Goal Type
1. Destination Goals
2. Event Goals
URL destination goal – it tells Google that when a visitor arrives on a specific page,
a page that counts as a conversion for you. E.g order completion page.
Event goal – When an action defined as an Event is triggered, then a goal is registered.

4. Understanding Analytics: Goals & Conversions
Type Description Example
Destination* A specific location loads Thank you for
registering! web page or
app screen
Duration Sessions that lasts a
specific amount of time
or longer
10 minutes or longer
spent on a support site
Pages/Screens per
session
A user views a specific
number of pages or
screens
5 pages or screens have
been loaded
Event An action defined as an
Event is triggered
Social recommendation,
video play, ad click

5. Understanding Analytics: Goals & Conversions
SETUP
How to Set Up a URL Destination Goal
To set up a URL destination goal in Google Analytics, go to the target website profile in your
Google Analytics account and click on the Admin button.
Under the View listing, click on Goals.

6. Read More
https://developers.google.com/analytics/devguides/collection/analyticsjs/events