Google Analytics can be daunting to those that are not that familiar with it. There are tonnes of good online/offline/ self learning tutorials out there. I would urge you to do one structured course so you can ask questions pertaining to your own website’s needs.
The overview reports are fine for most people but when you dive deeper in Anaytics that was were it all used to go pear shaped for me. Conversion goals used to be an area I didn’t really understand.
From a Digital Marketing course that I completed (I would highly recommend) I learned 3 simple user engagement goals:
- Goal 1: Contact us – How many visitors are converting to the contact us page. This tells us the value and hit rate. You can monitor this every month to see if any activities are improving the rate. This can tell you how many leads your website is generating.
- Goal 2: Session Duration Engaged >3mins – People tend research online before they engage with you face to face, so the more visitors converting here the better your content is performing. Again monitor monthly and use in reports. The more people spending over 3 mins per session the better your website is doing.
- Goal 3: Pages per Session >3 Same as before, the more pages being visited the better, You can then analyse what pages are contributing to the goal conversions.
I hope these tips can help you develop new goals that will give you data to help improve your website and grow your business. Some guidance on how to set up the goals in Google Analytics here.