Conversion Objective

A completed activity, online or offline that is critical to the success of your business or organization. Examples include a completed sign-up for your email newsletter (a Goal conversion) and purchase (a transaction, sometimes called an Ecommerce conversion).

A conversion can be a macro conversion or a micro conversion. A macro conversion is typically a completed purchase transaction. In contrast, a micro conversion is a completed activity, such as an email signup, that indicates that the user is moving towards a macro conversion.

Settings Goals & Reporting Activity

The key to establishing your conversion objective is first to know what objective is to be accomplished. Second, how to measure and report when a specific goal has been achieved. Use goals to measure how often users complete specific actions.

Defining your organization’s online and offline marketing objectives is a fundamental component of any digital analytics measurement plan. Having properly configured goals allows Analytics to provide you with critical information, such as the number of conversions and the conversion rate for your site or app. Without this information, it’s almost impossible to evaluate the effectiveness of your online business and marketing campaigns.

Goal types

Goals fall into one of 5 types, listed in the table below:

Goal Type Description Example
Destination A specific location loads Thank you for registering! Web page or app screen
Duration Sessions that lasts a specific amount of time or longer 10 minutes or longer spent on a support site
Pages/Screens per session A user views a specific number of pages or screens 5 pages or screens have been loaded
Event An action defined as an Event is triggered Social recommendation, video play, ad click

Note: information provided by Google Analytics