Industrial Marketing

3 Steps to Set up Goals in Google Analytics

3 Steps to Set up Goals in Google Analytics


  1. Analyze Your Website & Business Goals

The first step in setting up your goals in Google Analytics is to analyze your website. How is your website going to help your achieve your business goals? It should be giving prospects more information about your products and helping you gather leads.

Goals in Google Analytics can give you detailed data for various actions on your website. You will be able to know where your most valuable viewers are coming from. Here are the 4 types of goals we recommend setting up.


The 1st type is destination. A destination goal will register a conversion when a specific URL loads. This goal type is ideal for tracking thank you pages, confirmation pages, and PDFs. It will allow you to track where your leads, signups, and PDF views come from.

The 2nd type of goal is duration. This will register a conversion when someone spends a certain amount of time on your site. You can set this time for the time frame that you feel is most valuable. Your duration goals will be unique to how your page is designed. If your website has a lot of different products and content to view, you will want to set a goal of at least 5 minutes.

The 3rd is pages per session. This goal type will register a conversion when a user views a certain number of pages during their session. Multiple views of a single page are counted twice. That means if someone lands on your home page, clicks on your contact page, then returns to your home page, it will register as three pages viewed. This type of goal, along with duration goals, are great for the research stage of the buying cycle. In this stage, potential buyers are looking for the best products by performing a lot of research.

The 4th goal type is an event goal. Event goals are more complicated than the previous three. For event goals, you will need to have event tracking. There will be more information on that later. Event goals are perfect for tracking when a user performs a certain event, such as playing a video, submitting a form, clicking a link, or downloading a white paper or e-book.

The goals that you set up will be specific to your website.

  1. Go to your Google Analytics account

The next step for setting up goals in Google Analytics is to navigate to your account. The best way to do this is to go directly to Once you’re at your account’s home page, you can see data for any goals you already have set up. This is your goals overview report. If you scroll down towards the bottom of your page, it will be on the right. If you haven’t set up your goals yet, it won’t be there.

To add goals, go to the Admin tab at the bottom left of your screen. Then, click on goals. It will be in the far-right column. Here you will see all of the goals that you currently have set up.

  1. Start setting up goals


To set up your goals, start by clicking New Goal. In the Goal Setup section, click Custom. In the Goal Description section, name your goal and select your goal type.

For a destination goal, paste in the URL that you want to track. For example if you want to track RFQ submissions you would paste the URL of your thank you page into the goal details section.

For a duration goal, select the amount of time you want to count as a conversion in goal details.

For a pages/screens per session goal, enter the amount of pages a user must view before counting as a conversion.

Setting up event goals is a little different than destination, duration, or pages/screen goals. For an event goal, you need to first have events set up. Events are defined by Google as “user interactions with content that can be tracked independently from a web page or a screen load.” The simplest way to set up events is to use Google Tag Manager. Google Tag Manager is a tag management system created by Google to manage JavaScript and HTML tags used for tracking and analytics on websites. To install this tool, you will need to add code to your website. The directions for this will be given when you set up your account.

When you set up your Google Tag Manager account, the first thing you will need to do is create a tag and add your Google Analytics tracking code to the tag manager. To do this, you will need your Google Analytics Tracking ID. You can access this by going to the Admin panel in your Google Analytics account and clicking on Property Settings. In Google Tag Manager, select “Page View” for the track type, click “Enable overriding settings in this tag” and enter in the Tracking ID.

Next you will need to set up triggers. For example, you may want to track when someone clicks on your email address. To view the variables for a click on that specific link, click “Preview” in Google Tag Manager.

Then go back to your website, refresh the page, and click the link while holding down the Ctrl key. This will show you the variables for a click on that link. You will use one or more of those variables to create your trigger.

For this scenario we can use the “Click Text” variable. You will select the trigger to fire on “some clicks” and that is where you will put in your “Click Text” variable. You will type in your email address.

After creating this trigger, you will need to create a tag for it. When creating your tag, select “Universal Analytics.” Change the track type to “Event” and give your tag a Category, Action, and Label. These event tracking parameters will be used when setting up your Event goal in Google Analytics. You will also need to select “Enable overriding settings in this tag” and enter in your Google Analytics tracking ID. After all this, you can choose the trigger for this tag.

After your tag is set up, you will need to submit your changes. Now, go to the Goals section in Google Analytics, click “new goal,” and select “custom.” In the Goal description, name your goal, select “Event,” and continue to Goal details. This is where you will enter in your event tracking parameters you created in Google Tag Manager. After this, click save and you will be good to go.

Once you have your goals set up, you will start seeing data from them over the coming days and weeks. This will give you vital information to help you know where your most valuable traffic is coming from.

For more information about how to set up goals, check out this video from IQS Directory. If you have more questions or want to learn more about digital marketing for industrial manufacturers, contact IQS Directory about our services.