The document discusses how defining and measuring goals is important for understanding marketing and business performance. It provides examples of different types of goals that can be tracked at various stages of the customer journey, from initial consideration to post-purchase experience. Advice is given on setting up goal tracking in Google Analytics and AdWords conversion tracking to measure things like website visits, video views, purchases, and newsletter subscriptions.

1. Defining &
Measuring Goals
Timo Josten
Partner Program Manager, Google Analytics
twitter.com/strudelmeister
conversionroom-japac.blogspot.com

2. … you won't go far unless you
know where the goal posts are.
Arnold H. Glasgow
Why
Goals?

3. Put the Numbers into Context:
We re Doing Awesome in Brazil! Right?
Google Confidential and Proprietary 3

4. Different Story When Looking At Actual
Conversions
Brazil doesn’t even
INSIGHT
factor into our Top 10
markets by conversion
rate.
• Provide localised
content in Brazilian
Portuguese
• Offer more attractive
ACTION
shipping rates for
Brazil
• Are we accepting
common forms of
payment in Brazil?
• Should we open up a
physical store?
Google Confidential and Proprietary 4

5. Macro Goals + Your Opportunity
Primary goal
How do you measure success here?
conversion/s
Google Confidential and Proprietary

6. Different Visits, Different Purposes
% completed
orders
bounced
abandoned
checkout Why?
support
account Were users able to find
signup the right contact info?
product
What influenced users to
research signup for accounts?
Are users engaged with the content?
Google Confidential and Proprietary

7. The Consumer Decision Journey
2
1 3
4
Google Confidential and Proprietary 7
Source: McKinsey, June 09

8. What are your Customer Checkpoints?
Spent > 3 mins on Watched our Purchased my Subscribed to
my site product video product/service newsletter/RSS
Visited > 2 pages Visited Product Visited store Clicked the
on my site Features page locator page Liked button on
your site
Visited About Printing page of
GOALS
Us page high value eg +1 d on Google+
contact us,
Created coupon Submitted
membership testimonial/review
account Call tracking
Read testimonials
STAGE
1. Initial 2. Active 3. Moment of 4. Postpurchase
Consideration Evaluation Purchase/Intent Experience
Google Confidential and Proprietary 8

9. Booking A Movie Ticket
Google Confidential and Proprietary

10. Tracking Loyalty & Mobile App Downloads
Google Confidential and Proprietary 10

11. Tricks Of
The Trade

12. Google Analytics: Goals
Google Analytics Help Centre
12
Google Confidential and Proprietary

13. AdWords Conversion Tracking
-­‐ No
complex
Google
Analy1cs
tagging.
One
code
snippet
on
‘Thank
you’
page.
-­‐ AdWords
Conversion
Tracking:
Which
paid
clicks
lead
to
conversions?
Google AdWords Conversion Tracking
Google Confidential and Proprietary 13

14. Assisting Players - The Key To Kicking Goals
Google Confidential and Proprietary 14

15. GOALS
STAGE Homework J
Initial Active Moment of Postpurchase
Consideration Evaluation Purchase Experience
Google Confidential and Proprietary 15

16. THANK YOU
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