COIS 3750 Lecture Notes - Lecture 9: Google Analytics

• School: Trent University
• Department: Computing & Information Systems
• Course: COIS 3750
• Professor: Darlington Akaiso

Document Summary

This chapter aims at understanding the marketing results of your website on a higher level of abstraction. You can track how your website performs on various vital parameters by defining your goals. Goals lets you follow how you convert visitors to customers or even leads. There are two types of goal conversions: a macro conversion is the top-level objective of the website, while micro conversions are smaller goals that happen on the way to a macro conversion. Micro conversions are important since they help build a relationship with the potential customer to lead to macro conversion. This means macro conversion cannot happen unless micro conversion is completed first. A goal (in the context of website metrics) can also be defined as a page view of higher value than others. It is essential to consider your objectives when setting goals such as creating more sales, getting more leads, getting subscribers, or anything else of concern.