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Introducing Goals

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Digital Marketing - Study Notes:

Measuring actions

One of the key benefits of analytics tools is that they allow you to measure the valuable actions that people take on your website. It could be making a purchase or filling in a form that becomes a lead. These valuable actions can be tracked as goals in programs like Google Analytics. You can then attribute each goal to a channel, country, ad, or other dimension to learn more about the conditions that drive the goal. You can then try to re-create and efficiently optimize these conditions to drive more goals.

A goal within analytics is a defined conversion that allows you to measure the number of times or rate at which users take a desired action on your site.

Common goals include:

  • A purchase
  • Inquiry form completion
  • Brochure request
  • Newsletter sign-up
  • File download
  • Increased session duration
  • Pages viewed per session

Goals can be set up around areas like visitors, content, leads, conversions, and so on.

Why measure goals?

It's very important for marketers to measure goals in order to see if their campaigns are contributing to the commercial success of their organizations.

This can help determine:

  • How much of your resources, time, and budget to invest in a channel
  • What channels and campaigns work at driving different goals
  • What content on the site works to drive goals

It also allows you to understand what doesn't work as well, so you can focus your efforts on high-impact activities, channels, and content.

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Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.

Digital Marketing Resources:

Bryan Kam

Bryan is an IT engineer who has worked in media, financial information, and algorithmic trading. He specializes in automation technology and large-scale Linux deployments. He also has a great interest in literature and the arts, and is working on projects to increase intellectual engagement in London.

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful. While relevant to this module, you will not be assessed on this content.

You can find more information and content like this on the Digital Marketing Institute's Membership Library


    Analytics with Google Analytics
    Bryan Kam
    Skills Expert

    This module begins with the fundamentals of web analytics and the associated legal responsibilities and best practices concerning data collection, consent, and privacy that enable a digital marketer to draw actionable conclusions from website or marketing channel data. It demonstrates how to set up and configure Google Analytics and install Google Analytics tracking code to glean insights about the website’s traffic and audience. It covers setting campaign goals to analyze performance and analyze customer conversion journeys. It also provides comprehensive detail on how to use Google Analytics reports and features to monitor and analyze digital campaigns.