谷歌分析目标指南：如何设置和跟踪你的底线KPI

If you’re not using Google Analytics every day it can be a nightmare to navigate. So many paths, so many reports and so little time to learn them. However, setting up your Goals is one of the most important business metrics you can track. That’s because Goals are actions you want customers to take on your website…the bottom line KPI’s you define in your measurement plan.

如果你不是每天都在使用谷歌分析，导航起来可能是一场噩梦。这么多的路径，这么多的报告，这么少的时间来学习他们。然而，设定你的目标是你可以跟踪的最重要的商业指标之一。这是因为目标是你希望客户在你的网站上采取的行动… 你在衡量计划中定义的关键绩效指标。

Goals are the metrics that matter most as they contribute to your business’ growth.

目标是最重要的衡量标准，因为它们有助于你的业务增长。

How? Well Goals help you track your lead generation efforts with ease, speed and accuracy. For example, Goals can tell you how many people have signed up to your contact form along with the conversion rate for that form.

怎么做到的？好吧，目标帮助你轻松、快速、准确地跟踪你的潜在客户。例如，Goals 可以告诉你有多少人注册了你的联系人表单，以及该表单的转化率。

Below I’ll take you through the different Goal types you can set up – what each one means, why you would use it and how to set up your Goals for tracking.

下面我将带你看看你可以设置的不同的目标类型——每个目标的含义，你为什么要使用它，以及如何设置你的目标来跟踪。

You’ll also learn how to view your Goal completions and conversion rate data in Google Analytics.

您还将学习如何在谷歌分析中查看您的目标完成量和转化率数据。

Note: If you have an Ecommerce site don’t track revenue using a Goal – use the Ecommerce path. We’ll cover that another day in a separate session.

注意: 如果你有一个电子商务网站不跟踪收入使用目标-使用电子商务路径。我们将在另一个单独的会议中讨论这个问题。

Metrics You Can Track by Setting Up Goals:

你可以通过设定目标来追踪的指标:

• Number of conversions. 转换次数
• Conversion rate of your website. 网站的转化率
• Which marketing campaigns drive the most conversions for your business. 哪些营销活动能为你的企业带来最大的转化
• At what point of the funnel users drop off (you’ll have to set up funnels first to document the user path – we’ll show you how below). 漏斗用户在什么时候下降(您必须首先设置漏斗来记录用户路径——我们将在下面向您展示如何)

Wait: Don’t Set Up Goals Just for the Sake of It

等待: 不要为了目标而设定目标

Note: Goals are limited to 20 per reporting view.

注意: 每个报告视图的目标限制在20个。

Setting up a Goal is not an exercise you should complete just to tick the box – you know the ones I’m talking about. A Goal should be something that contributes to your bottom line and/or business growth. It should help you achieve your digital marketing KPI’s. If it doesn’t? Don’t set it. Remember: the best Goals track actions that contribute to the bottomline of your business – for example, lead generating Goals like contact form completions.

设定一个目标不是一个你应该完成的练习，只是为了勾选方框——你知道我在说什么。目标应该是有助于你的底线和/或业务增长的东西。它应该能帮助你实现数字营销的 KPI。如果不是呢？不要设置它。记住: 最好的目标跟踪行动，有助于你的业务底线-例如，引导生成目标，如联系表单完成。

Step 1 – Set Up a Goal in Google Analytics:

第一步——在谷歌分析中设定一个目标:

• Sign into your Google Analytics account 登录你的谷歌分析账户 and select the Admin account at the top of your screen. 然后选择屏幕顶部的管理员帐户
• You will be presented with three separate columns ‘Account’, ‘Property’ and ‘View.’ 您将看到三个独立的栏目“帐户”、“属性”和“查看”
• In the ‘View’ column (it’s the last column) select ‘View.’ 在“ View”列(最后一列)中选择“ View”
• Click the red ‘+ New Goal’ button at the top of the table. 点击表格顶部的红色“ + 新目标”按钮
• Select the template option. 选择模板选项

Step 2 – Choose Your Goal Type:

第二步-选择你的目标类型:

​​​​​​Here’s an easy to understand description of each Goal type. This will help you decide the best Goal type/types that will help you measure your most pressing digital marketing objectives and KPI’s…

下面是每种目标类型的简单易懂的描述。这将帮助你决定最好的目标类型，这将帮助你衡量你最紧迫的数字营销目标和 KPI 的..。

• Destination – html pages like thank you pages and confirmation screens that appear after landing pages downloads or sign-ups. 目的地-html 页面，如感谢页面和确认屏幕后出现的登陆页面下载或注册
• Duration – minimum time period you would like users to spend on your website before it’s tracked as a Goal completion. 持续时间——在你的网站被追踪为目标完成之前，你希望用户花在你网站上的最短时间
• Pages/Screens – how many pages were viewed in a session, e.g. you can set the minimum to 3 pages. 页面/屏幕-一个会话中浏览了多少页面，例如你可以将最少页面设置为3页
• Event – e.g. user interactions like when a user plays a video, clicks on an affiliate ad, signs up for a newsletter or leaves a comment on your blog. 事件——例如，用户交互，比如用户播放视频、点击联盟广告、注册时事通讯或在博客上留言

Step 3 – Learn What Each Goal Type Means & How to Set Them Up:

第三步——了解每种目标类型的含义以及如何设定它们:

1. Destination Goals

1. 目的地目标

Destination Goals measure the end page your user has reached after taking a specific action like completing a contact form. When a user visits the set html page you’ve specified it triggers your Destination goal. Goals are perfect for tracking thank you pages or confirmation pages for prospects who have filled out a specific landing form page, for example.

目的地目标测量用户在完成特定操作(如填写联系人表单)后达到的最终页面。当用户访问您指定的设置 html 页面时，它会触发您的目标。目标是完美的跟踪感谢网页或确认网页的前景谁已经填写了一个特定的登陆表单页面，例如。

A Guide to Setting Up Your Destination Goals:

设定目标的指南:

How to Set Your Goal URL –

如何设定你的目标 URL-

The URL you select should be a page that your prospects see AFTER they have completed your desired conversion activity (for example, select the Thank You page URL that appears after your user has filled out a contact form). Don’t enter the complete URL – all you need to enter is the request URI.

你选择的网址应该是你的潜在客户在完成你想要的转换活动后看到的一个页面(例如，选择用户填写联系表格后出现的感谢页面的网址)。不要输入完整的 URL-所有您需要输入的是请求 URI。

Decide Whether to Set a Monetary Value –

决定是否设置货币价值-

If you know how much a conversion for your particular Goal type is worth to your business you can enter the monetary value here (e.g. €5). Google Analytics then tracks each Goal completion as a monetary value, allowing you to track how much money your conversions are making for your business. To learn how to set an appropriate Goal Value you can visit this handy Kiss Metrics Goal Values Guide. To set your value simply click the toggle on and enter the value into the box provided. If you don’t wish to set a monetary value simply leave the toggle turned off.

如果您知道您的特定目标类型的转换值对您的企业有多大价值，您可以在这里输入货币价值(例如 something 5)。谷歌分析然后跟踪每个目标完成作为货币价值，让你跟踪多少钱你的转换是为你的业务。要学习如何设置一个合适的目标价值，你可以访问这个方便的吻度量目标价值指南。要设置您的值，只需单击切换开关，并在提供的框中输入值。如果你不想设置一个货币值，只需关闭开关即可。

How to Set Your Match Type –

如何设置您的比赛类型-

Your Match Type allows you to decide how strict Google Analytics is in when deciding if a URL counts. If you choose Exact Match only your specific chosen URL will work so this is not ideal if your system generates unique URLs for specific users. Head Match, on the other hand, tracks all visits to your specified URL no matter what comes after that URL so choose this if you’re adding UTM parameters or if you’re using unique URLs. Regular sessions are best left to the pros but you can visit this Google Analytics Guide if you’d like to give it a go.

你的匹配类型允许你决定谷歌分析是多么严格时，决定是否一个网址计数。如果您选择完全匹配只有您特定选择的 URL 将工作，所以这是不理想的，如果您的系统生成特定用户的唯一网址。另一方面，Head Match 可以追踪所有访问你指定 URL 的链接，不管后面是什么，所以如果你添加了 UTM 参数或者你使用了独特的 URL，选择这个链接。常规会议最好留给专业人士，但如果你想试一试，你可以访问这个谷歌分析指南。

Decide Whether to Create a Goal Funnel –

决定是否创建一个目标漏斗-

Goal Funnels allow you to set up defined points you would like to measure for how users move through your site in order to complete your desired goal. It’s super handy for seeing the exact point where users abandon your funnel so you know what pages need investigating and fixing.

目标漏斗允许你设置定义点，你想衡量如何用户移动通过你的网站，以完成你想要的目标。这是超级方便，看到确切的点，用户放弃你的漏斗，让你知道哪些页面需要调查和修复。

Goal funnels are only useful when you need users to follow a series of particular pages before completing your Goal. For example, something like a landing page won’t require you to set up Goal Funnels as users will usually move from the landing page straight to the thank you or confirmation screen. However, if users are moving from a checkout process to make a purchase there may be many steps you’d like to track along the way to ensure your pages are optimised for conversion.

目标漏斗只有在你需要用户在完成目标之前关注一系列特定的页面时才有用。例如，登陆页面之类的东西不需要你设置目标漏斗，因为用户通常会从登陆页面直接转到感谢或确认屏幕。然而，如果用户从结账过程转移到购买过程中，可能有许多步骤需要跟踪，以确保页面的转换得到优化。

How to Set Up a Goal Funnel –

如何建立目标漏斗

Turn on the Funnel toggle by clicking on it. Then enter the URL of each page you would like to track in order to move users through the funnel and through to your Goal completion. To add another step/page to your funnel, simply click the ‘+Add another Step’ button. To ensure you require users to complete each step, simply click the ‘Required step’ toggle and it will turn on.

通过点击它打开漏斗开关。然后输入你想要跟踪的每个页面的 URL，以便通过通道将用户转移到你的目标完成。只要点击“ + Add another Step”按钮，就可以在你的漏斗中添加另一个步骤/页面。要确保您要求用户完成每个步骤，只需单击“必需步骤”开关，它就会打开。

Now Create & Save Your Destination Goal –

现在创建并保存你的目标-

To complete your set-up simply click ‘Create Goal’ or ‘Save Goal.’

要完成设置，只需点击“创建目标”或“保存目标”

2. Pages/Screens Goals

2. 页面/屏幕目标

Pages/Screens Goals measure how engaged your prospects are by tracking the number of pages or screens a user views per session. Set the minimum number of pages (for example, 3 pages) you would like prospects to view per session. Each time a user spends more than your specified amount of time per session it will track as a conversion.

页面/屏幕目标通过跟踪每个会话中用户浏览的页面或屏幕数量来衡量你的潜在客户的参与程度。设置每次会议希望潜在客户浏览的最少页数(例如，3页)。每当用户在每个会话上花费的时间超过您指定的时间时，它将跟踪一次转换。

Now Create & Save Your Page/Screens Goal –

现在创建并保存你的页面/屏幕目标-

To complete your set-up simply click ‘Create Goal’ or ‘Save Goal.’

要完成设置，只需点击“创建目标”或“保存目标”

3. Event Goals

3. 项目目标

Event Goals track specific interactions users make with your website content – for example, this could be clicking play on a video, downloading a PDF, signing up to your newsletter or even landing on your page from an external link. To set up an Event Goal you first need to set up the specific interaction as an Event using an Event Tracking code. You can learn how to set up Event Tracking using this handy guide. Once you have set up your Event Tracking code you can follow the steps outlined below to set up your Event Goal.

事件目标跟踪用户与网站内容的具体互动——例如，可以点击播放视频，下载 PDF，注册时事通讯，甚至通过外部链接登陆页面。要设置事件目标，首先需要使用事件跟踪代码将特定交互设置为事件。您可以学习如何使用这个方便的指南设置事件跟踪。设置好事件跟踪代码后，可以按照下面列出的步骤设置事件目标。

How to Set the Category –

如何设定类别-

Defining a Category helps you to group a series of objects that you wish to track. This is useful if you’d like to group all of your videos together, for example. In this case your Category field could be something like ‘Videos.’

定义类别可以帮助您对一系列希望跟踪的对象进行分组。例如，如果你想把你所有的视频分组在一起，这是非常有用的。在这种情况下，你的分类字段可以类似于视频。’

How to Set the Action –

如何设定动作-

Action means the interaction you want your user to take – for example, this could be ‘Play’ or ‘Stop’ for a video.

动作意味着你希望你的用户采取的交互-例如，这可以是’播放’或’停止’的视频。

How to Set the Label –

如何设置标签-

Filling out the Label gives you an opportunity to fill in more information about your Event. For example, if it’s a video you’re tracking this would be the perfect place to keep track of the video’s title.

填写标签可以让您有机会填写更多关于您的活动的信息。例如，如果你追踪的是一个视频，那么这里就是追踪视频标题的绝佳地点。

How to Set the Value –

如何设定价值-

The Value is a numerical value used to track your Event. The Report adds the total values based on each Event count and even displays the average value for the category. You can add in a monetary value that triggers when someone downloads a form, for example 5 (for 5 dollars or euro) or the length of time you would like the video played for, for example 3 (or 3 minutes). You will need to decide which value type is most relevant for your particular Event.

Value 是用于跟踪事件的数值。报告根据每个事件计数添加总值，甚至显示类别的平均值。您可以添加一个货币值，该值在某人下载表单时触发，例如5美元(5美元或欧元) ，或者您希望播放视频的时间长度，例如3分钟(或3分钟)。您将需要决定哪种值类型与您的特定事件最相关。

Decide Whether You Want Your Event Value as Your Goal Value –

决定你是否想要你的事件价值作为你的目标价值-

If you would like to set your Event Value as Your Goal Value (monetary value) simply keep the toggle clicked as ‘Yes’. If you would rather set your own Goal Value simply click ‘No’ and enter your desired monetary amount.

如果您想将您的事件值设置为您的目标值(货币值) ，只需保持切换单击为“是”。如果你想设定自己的目标价值，只需点击“否”，然后输入你想要的金额。

Now Create & Save Your Event Goal –

现在创建并保存您的活动目标-

To complete your set-up click ‘Create Goal’ or ‘Save Goal.’

点击“创建目标”或“保存目标”来完成设置

Step 4 – How to Track the Goals You Have Set Up & View Your Conversion Rate:

第四步-如何跟踪你设定的目标和查看你的转化率:

• Sign into your Google Analytics account and click Conversions> Goals> Overview. 登录你的 Google Analytics 账户，点击转化率 > 目标 > 概述
• From the dropdown list (above the table) select your Goal type. 从下拉列表(表格上方)中选择你的目标类型
• From here you can view the number of Goal completions, Goal conversion rate and abandonment rate, etc for your specified goal. 在这里，您可以查看指定目标的完成次数、目标转化率和放弃率等
• It’s worth noting that goal conversions also appear in other reports throughout Google Analytics, including the Multi Channel Funnels report (in the Conversions section) and in the Acquisition reports. 值得注意的是，目标转换也出现在整个谷歌分析的其他报告，包括多渠道漏斗报告(在转换部分)和收购报告

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