If are looking to track the conversions on your website, one of the easiest solutions is by setting goals in Google Analytics. For a B2B website, typically a conversion means submitting a contact information form.
According to Google, goals measure how well your site or app fulfills your target objectives. Here are the steps you need to take to create goals in Google Analytics.
- Go to Admin > View Tab > Goals
2. Click on “New Goal” button on the left corner.
3. Select Goal setup > Template and then Goal type > Destination.
The goal type “Destination” registers an event every time a specific location loads, such as a thank you page. For example, if you offer a sign-up form for a webinar after visitors fill in the form, you can redirect them to a new page called “thank you page”, informing them that their submission was registered.
4. In the Goal destination tab, copy and paste the URL of the thank you page.
5. Optionally, you can also set up Funnel tracking in Google Analytics. You can add pages that buyers typically visit on your website, before filling in a contact form. This will allow you to track how effective those pages are in generating conversions. If you decide not to add a funnel, conversions will still be recorded. However, if you do decide to add funnel tracking, it’s a great tool that allows you to visualize your buyer’s journey and how they move on your website.
You can then move to verify the goal, to ensure the set up is working (Google will check what the conversion rate would have been for the past 7 days).
Once you are ready, hit the Save button.