Chapter 10

Use goals to focus on important things

By Anna Tomalik

In most of the chapters of this guide we’ve shown you how to track additional data like button clicks, page scrolling, form submissions, and more. This information is important as it shows you precisely how people behave on your website, thereby helping you adjust every little element of it to better serve your visitors. It’s the little things that make the biggest difference.

Now it’s time to shift our attention to a different perspective. After diving deep into the details, we’re floating back to the surface to think about the goals you have for your website. And when we do that, we can’t help but reflect on the goals of your business.

Whatever your business wants to achieve — sell a product, support software users, or deliver a service — the website should reflect that goal. For example, Clear Bank wants to deliver mobile banking services and software, so their website is all about guiding visitors to sign up. The signup is the website’s goal.

One website can have several goals because different sections can have different objectives, just like different departments in your company have different purposes. For example, a blog wants readers, a career page wants job applicants, a help center wants happy users. So whenever we work with goals for our website, we need to think in detail about which section we’re setting the goal for and what the ultimate objective is for it.

We can measure goals using classic metrics like pageviews, bounce rate, average time on page, and more. We’ve explained how to do that in our previous course, Analytics for Beginners, in the chapter titled “Create a tracking plan“. But when we can describe a goal as an action which a visitor takes — like signing up or sending a form — we can use an Analytics feature called goals to calculate the score. In this chapter we’ll show you how.

Set up a goal

We’ll begin with creating a goal for the Clear Bank website, which in this case is a signup. Any time a visitor finishes a signup process and gains access to the bank’s app, we treat it as a completed goal. From the website’s perspective, a completion is counted when a visitor reaches the success page of the signup process — https://clearbank/success/.

An example of the Clear Bank website.

To create a goal for viewing a page, follow these steps:

  1. Go to Menu > Analytics (new).
  2. Navigate to Goals.
  3. On the left, click Add new goal.
  4. Name the goal.
  5. Set Track the goal automatically.
  6. A goal setup in Analytics.
  7. In Goal settings, pick the event type. For example, Visit page with URL.
  8. A goal setup in Analytics.
  9. In Goal settings, set conditions. For example, URL is exactly https://clearbank/success/.
  10. A goal setup in Analytics.
  11. Optionally, change the default counting of conversion from once per visit to more than once per visit. In our specific example, it wouldn’t make sense to change that setting.
  12. A goal setup in Analytics.
  13. Optionally, set the revenue for a goal. For example, a signup may be worth $20. If you assign a value to a goal, Piwik PRO will count the revenue and you’ll see it in reports.
  14. A goal setup in Analytics.

    Tip: To change the value for the goal go to Menu > Administration > Websites & apps > Select a website > Settings > Currency.

  15. When you’re done, click Save.

From now on, Piwik PRO will record the moment when a visitor completes a goal and show that information in the goal report. Additionally, Piwik PRO will show a goal completion in the session log report (Analytics (new) > Reports > Session log), which we’ll discuss in detail in the last chapter.

Goal report

When you want to analyze data about goals, you can use goal reports. Also, most of the core reports in Analytics, will show you data about goal conversion, goal conversion rate, and goal revenue.

To view the goal report, follow these steps:

  1. Go to Menu > Analytics (new).
  2. Navigate to Goals.
  3. On the left, select a goal that you want to analyze.
  4. View the report.
A goal report in Analytics.

To view goals in core reports, follow these steps:

  1. Go to Menu > Analytics (new).
  2. Navigate to Goals.
  3. On the left, select a goal that you want to analyze.
  4. View the report.
A channel report with goal metrics in Analytics.

Once you start tracking a goal, you can also use goal metrics in custom reports and on dashboards.

A goal dashboard in Analytics.

Set up a goal for newsletter signup

You can set up as many goals as you want to, but don’t spread yourself too thin. Remember, a goal is the final action a visitor takes that matters to your business. Like in a game of soccer, eleven players are on the field kicking the ball but the event that counts is when one player scores.

That said, we’d like to show you how to set up a goal for newsletter signup, as this is often a goal of a blog. Newsletter signup is tracked by a custom event in Tag Manager, which we’ve described in chapter 8.

To create a goal for newsletter signup, follow these steps:

  1. Go to Menu > Analytics (new).
  2. Navigate to Goals.
  3. On the left, click Add new goal.
  4. Name the goal.
  5. Set Track the goal automatically.
  6. In Goal settings, pick the event type: Send custom event.
  7. A goal setup in Analytics.
  8. In Tag Manager, check the category, action, or name of an event that is unique for that event. In our case, that will be the action Newsletter.
  9. A custom event setup in Tag Manager.
  10. In Goal settings, set condition: Event action is exactly Newsletter.
  11. A goal setup in Analytics.
  12. Optionally, change the default counting of conversions from once per visit to more than once per visit. In our example, it wouldn’t make sense to change that setting.
  13. Optionally, set revenue for a goal. 
  14. When you’re done, click Save.

With the new goal set up, you can look at the goal report to see collected data.

A goal report in Analytics.

Tip: You can create a custom report to analyze goals. For more, read our article.