If you've set up Google Analytics you might now be wondering how best to use it to your advantage. In this help article I will show you how to use a simple destination goal to understand where your bookings are originating from. This will give you a basic understanding of how your marketing efforts are performing.
Goals are a way to track specific user interactions on a website. These interactions could be form submissions, button clicks, or arriving at a certain page for example. Google Analytics records a goal conversion if a website visitor performs the action that you've defined.
We're going to be creating a goal to record when a customer reaches your booking confirmation page. You're telling Google Analytics you want to record this as a conversion. Here's how to do it:
Click on the 'Admin' cog, bottom left
Click on 'Goals' under the 'View' header.
Click on '+ NEW GOAL'
1 - Goal Setup:
Leave 'Template' selected
2 - Goal description:
Give your Goal a name, e.g. 'Booking completed'
Leave the Goal Slot ID as whatever it suggests
Under Type, select 'Destination' and continue
3 - Goal details:
In the Destination drop down select 'Regular expressions' - this gives flexibility of the destination, as each booking confirmation page will have a slightly different URL
In the field then enter /summary - Google Analytics will now look for that within any URL on your Bookwhen public page. It will only ever occur when a customer completes a booking.
Leave Value and Funnel off for now, this is something you can come back and experiment with later if you wish.
You can now try to verify the goal. If you've been tracking visitors successfully in GA so far, it will help you understand what sort of goal conversions you can expect based on that existing data. If you're new to GA this step probably won't show you a true number, so go ahead and hit 'Save'.
Depending on how much traffic your Bookwhen page sees, it might take a few days until your goal starts recording conversions. When it does, it will be included in all your basic reports. However, to understand where your converted customers are coming from, go to 'Acquisition' -> 'Source/Medium' and then view your report.
It will look different to our test data below, but on the right you will see your conversions for the Goal you have set up.
Looking at the above example, here's what I can find out:
For Direct/None, of the 16 visitors, 0 have hit the goal of the booking confirmation screen.
For the direct website referral (blurred out here, but this could be your website for example), of the 10 visitors, 1 'converted' by completing a booking, which is 8.33%
The same goes for google/organic.
In total, all sources combined, 3.28% of all visitors completed the goal of making a booking.
Your results will look very different, and hopefully your conversions will be much higher than our test data! Have a look at the other reports too, the goals remain throughout, and you can dig much deeper into exact URLs that are referring for example.