Google Analytics is the perfect analytical tool to be able to understand your audience and how your website is performing. there are many analytical tools out there but at Raindrop we believe that Google Analytics is a must for all website owners.

Google Analytics has extra functionality that helps your business understand your marketing goals further. This can be done via using Goals.

What are Goals?

Goals represent a completed activity on a website, this is called a conversion, and each goal is measured against the target objective which helps a business understand their successes.

Examples of a goal could be:

  • Customer buying a product
  • Submitting a form
  • Downloading a file

Goals are great way to see how your marketing objectives are performing.

How can you track goals in Google analytics?

There are four main ways to track goals through the Google Analytics interface these are:

  • URLs Destination
  • Visit Duration (Time)
  • Pages/visit
  • Events

URL Destination Goals

A URL destination goals is the process of tracking a specific page, each time a website visitor arrives at the page they will trigger the goal. This is ideal for confirmation/thank you pages.

When using URL destination goals, you can setup extra functionality called Goal Funnels, Goal funnels allow a website owner to see how many website visitors pass through each step of the user journey. This shows how many visitors also abandon the process at each step of the process. This means you can carry out further optimisation on your user journey.

Visit Duration Goals (Time)

Visit duration goals measure the amount of time a website visitor stays on your site or page. Time based goals allow you to also measure each visit under a specific amount of time. This is ideal for support based websites or for knowledge based areas of a website.

Pages/Visit Goals

Pages/visit goals are like time based goals but instead of tracking the amount of time a website visitor spends on a page; they track the number of pages a visitor lands on before they leave. Like time based goals this is ideal for support based websites or for knowledge based areas of a website.

Event Goals

Event goals are different to any other goal as they track a specific process when it is completed, you can use event goals to track:

  • Download of files
  • How long users watch a video
  • Social media shares and interaction
  • Widget interaction

Be aware that event goals rely on extra small snippets of JavaScript being added to the event process you want to track. Event goals are a great way to track how different functions impact the use of your website.


Using each different goal allows your business to track key essential activities of your site. The more you can match each goal you set to your marketing activities that help generate overall revenue the better your understanding of how your website is working for you.