Very soon we will be launching Conversion Tracking with Google Goals, which allows you to integrate the Goals you set within Google Analytics into your Real Magnet application. This allows you to see which messages – across email, Facebook, Twitter and LinkedIn – are responsible for any of the conversions you track, and even roll up the revenue per message so you know exactly how much this email or that tweet is really worth.
Normally when we hear “conversion tracking” we think of e-commerce, conference registrations, subscriptions or other online sales. But Google Goals goes beyond sales and allows you to measure almost any other activity on your website. Which means that the Real Magnet integration with Google Goals allows you to attribute almost any activity on your website to the exact message that prompted it.
Here are a few of the visitor behaviors you can track back to the channel and message level through Conversion Tracking with Google Goals:
Completion of an Action: On many sites, every conversion (whether it is a subscription to your email list, a request for a product demo, a purchase or registration) is concluded with a “Thanks for doing that” page. Google Goals allows you to use the specific URL from that page to signify the completion of the action that preceded it. Every time someone hits that page, you know what action they just took. (And now you’ll know what email or Tweet started it all.)
Google also introduced what it calls Event tracking last year. An Event could be the download of a specific white paper, or watching a product demo video for at least two minutes. Event tracking is useful for those activities you want your website visitors to take, but which may not have a specific URL associated with completion.
Site Engagement: You can also use Google Goals to measure the number of people who meet certain engagement criteria, such as viewing 5 or more pages in a visit, or spending at least 3 minutes on the site. Engagement trends can provide a lot of insight into the quality of your visitors. For example, you may find through Social Magnet that your Facebook posts are bringing in twice as much traffic as LinkedIn, but that your visitors from LinkedIn are far more likely to spend a meaningful amount of time on the site. Conversion Tracking with Google Goals allows you to see where your quality – as well as your quantity – is coming from.
Content Consumption: If you are promoting a new product, you may be particularly interested in all the activity on the page that promotes it. Conversion Tracking with Google Goals lets you turn that product page (or any page on your site) into a Goal, so you can see which messages result in the most visits to it. Note that with Google Goals the visit to the page does not have to be the first thing your audience does. Someone could follow a link on Facebook to your homepage, see a house ad to your featured product and then reach the page that way – that conversion would be attributed to Facebook (as it should be).
You can also track a “conversion” to an entire product category. For example, you could set up a Google Goal to measure the number of times any of your visitors reach any page in your blog, or view any of the offerings in your “Services” category, or read any of the pages in your “Case Studies” section. The system is very flexible, which makes it extremely powerful. All you need to do is take about 3 minutes to set up each goal that is important to you to measure – all the way back to the messages that drive your most strategically important website activities.
If you do not yet have Google Analytics, now is a great time to create an account (it’s free). If you do have it set up already, here’s a tutorial for creating Google Goals so you can get the most out of Real Magnet’s Conversion Tracking with Google Goals when it launches.