This post is part of a series about the Internet marketing strategy I call Inbound Marketing. It is also part of a sub-series about website conversion. To access either lead post please click either of the links in the prior sentences.

You’ve done the content and publishing work needed to attract your audience to your website. Some of them are filling out your Contact Us form and or buying your products via your website.

So how well are you doing?

Zippe.biz helps you generate quality leads for your business through your website.

I for one am a firm believe in the old saying of “If you don’t measure it, you can’t manage it”.

Although there are commercially available software packages to help you measure and improve your conversion rates, most of us do not yet need that level of sophistication. If the number of visitors coming to your website every month via organic search exceeds 50,000 it makes sense to start evaluating some of these more sophisticated (and expensive) tools.

Until then, Google Analytics provides you more than enough capabilities to monitor and measure your conversion rates.

Overview of Google Analytics Conversions

Within Google Analytics, conversion is monitored and measured by defining Goals.

There are many types of Goals:

  • Revenue Goals: Useful when you can associate a dollar amount to a specific website action
  • Acquisition Goals: Useful for tracking sign-ups of various types
  • Inquiry Goals: Useful for tracking inquiries (Contact Us, etc)
  • Engagement Goals: Useful for tracking actions such as watching a video, downloading a file, etc

Having said that, all these different “types” of goals are merely different categorizations of the same specific types of activities, which are:

  • Destination: A specific URL was loaded
  • Duration: Some stayed on your site for a specified duration
  • Pages per visit: Self explinatory
  • Event: Someone does something you identify, such as play a video

I personally am a huge fan of Destination goals to the point where the next post is devoted exclusively to that topic.

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