As any Adwords pro will tell you, conversion tracking is essential to determining your ROI, and therefore helping you determine if your PPC campaigns are actually “working”. If want to get revenue / conversion data from your other search marketing efforts as well, like SEO or referral traffic, Google Analytics gives you a great way to accomplish this through setting up “Goals” so you can track conversions / revenue. You can set any page as a Goal, and assign in a monetary value if you wish. So for example, if you on average earn $5 for every email form submission, you can created a Goal for the page your visitors see after submitting their email, and assign that Goal a value of $5. You can setup up to 4 goals per Profile.
This is all easily done in the “Analytics Settings” page by clicking “Edit” next to the account you wish to edit, and then creating a Goal in the “Conversion Goals and Funnels” menu. Check out the Google help page on How to Setup Goals and Funnels for more details on how exactly to set them up.
Once Goals are setup, you can run reports to see which of online marketing efforts are paying off. For example, you can go to the “All Traffic Sources” report, click on “Goal Conversion” and quickly see data on how referall traffic, organic search, or PPC are doing in regards to conversions and revenue per visitor. To see the total amount brought in my each medium or source, you need to run a Custom Report. Under “Metrics” in the custom report, choose an appropriate metric such as “Goal 1 Value” or “Total Goal Value”. Under “Dimensions” choose “Medium” to see the totals for referall, direct, cpc, and organic – choose “Source” if you want to break it down by domain. Now you have some essential data, and you can save this report and rerun it anytime you want.
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