Why you should use Goals in Google Analytics

Dec 09, 2011, 09:52 AM

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I've been surprised to discover that many ecommerce sites don't use goals in Google Analytics.

Somebody asked me why they should bother, since GA already shows transactions and ecommerce conversion rates.

This is my answer: good commercial reasons why you should use goals in GA to help you attract new customers and persuade them to buy.

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When optimising a site using a/b tests, analytics or usability labs, we need to optimise for micro conversions, not just the final sale.
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