Goal Reporting:
Everything You
Need to Know

Optimize Your Website Analytics to
Achieve Business Goals

Every successful marketing or sales campaign begins with clearly defined goals. It should start with a creative brief, to make sure everyone involved is on the same page, and end in measurable performance. Along the way, regular reporting on goals lets you track important statistics. This allows modification as needed of any of the steps in your original plan.

If you’re wondering what goal-based reporting includes and how it helps you achieve your website and business goals, this article will help you clear all your doubts and learn how to create effective goal-based reports.

Let’s dive right in.

What Are Goal Reports?

Goal-based reporting refers to website analytics reports  in which you highlight only the most relevant data (KPIs, metrics, suggestions, etc.) closely related to your website goals.

Website goals can be drilled down to page-specific goals. This means tracking a single page or a set of pages with categorized urls (for example, the news or blog page) to see how traffic performs. The type of goals and goal specific pages you choose to monitor depends completely on your company. 

Page performance is one of the best ways to report the results of your page specific goals and campaigns. Page performance means tracking the traffic coming to the landing page that was used in the campaign. Page specific goals will track a single page or a set of like pages (for example, blogs, projects) and then analyze how the users interact each month. Looking at traffic can help develop strategies to either increase traffic or guide traffic through the website.

It can be difficult and frustrating to monitor goal performance without looking at the numbers behind the marketing efforts. The traffic and behavior of users can help further strategies or change the direction of campaigns. 

Page performance is defined by the goal reports, the data that is reported back should show metrics that can be compared with previous periods to gauge the quality of traffic, campaign results or user engagement. These metrics can be different for every goal report. Some of these metrics can include:

  • Pageviews: total number of pages viewed
  • Users: users who have initiated at least one session during the date range
  • User Type:  Organic Search, Direct Entry, Paid Search, Email , etc.
  • Session: a period of time when a user is actively engaged with your page or app
  • Avg. Time on Page: average length of time spent during a session
  • Entrances: number of times visitors have entered through a specific page

Bounce Rate: The percentage of single page sessions where there was no interaction on the page

Why is Goal Reporting Important?

Goal reporting can help a business in a lot of different ways. Here are 5 ways goal reporting can improve your business: 

  1. Determine the effectiveness of each page on your website.
  2. Improve the pages that do not perform well.
  3. Apply the elements that work well on a page to others within the site.
  4. Measure results of marketing efforts (e.g., e-newsletter, emails, social media).
  5. Gain insight into what the customer is most interested in.

Specifically tracking goals focused on campaign performance will make it easier for you to understand what is doing well and what needs improvement. You will have an easier time achieving goals and running successful campaigns when tracking the performance of the page itself.

Another important report for your page-specific goals is tracking what devices users are visiting your site with. Traffic by device is crucial even if you don’t run device specific campaigns, this is because we can see how the different devices interact with our site.

How to Use Goal Reporting to Improve your Business

Do you have goals set for your business? What about your website?  Running a business without goals can make growing your business extremely difficult. Website goals should be as important  as your overall business goals. 

What goals are you looking to accomplish? Are you running device specific campaigns? Your page specific goals should report on the results of campaigns or marketing efforts.  The report is a key to monitoring your goals, campaign performance, or user experience. 

It is important to have an adaptable site that allows the website to transform to the screen size of the device. Many users will leave a business website if the mobile site doesn’t fit their screen. Additionally, having a mobile-optimized site can increase your Search Engine efforts and help increase traffic. 

We can track the performance of device-specific campaigns as well with Traffic by Device. While the campaign is running we would be able to see an increase or decrease in traffic which can help develop strategies or alter the ones in place. 

Stellar Blue Technologies is equipped to track your website goals and traffic. Our analytics team can analyze the user experience and specific campaigns while optimizing your website to achieve your goals. 

For more information on Stellar Blue Analytics, visit https://stellarbluetechnologies.com/expertise/analytics or call 920.931.4250.

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Jenny

Business Operations Manager at Stellar Blue

1. When I'm not working, I am ...

Playing with my kids outside or trying out a new recipe.

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The flexibility with my schedule and the ability to work from home in my PJs!

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The ability to chat a co-worker and set up meetings throughout the day allows for you to connect with other team members easily and efficiently. 

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