As most people know, Google Analytics is a very powerful tool to track visitors, page views and general behavior of your website audience. However as people get more familiar with Analytics they experiment more and also learn the importance of conversions (or website goals).
One of the most frequently used and most powerful Content Management Systems out there today is WordPress, this might be bias as I’m a true believer both of the idea of WordPress and also a big fan of its community base. As I’m tracking all of my WordPress sites with Google Analytics just for fun, I thought it was about time that I looked into the idea of using conversion goals and funnels for the biggest one of them.
The actual Analytics integration on your WordPress site is made super simple thanks to Joost de Valk who is the creator of the Google Analytics for WordPress plugin. What you need to do is install this little nifty plugin and then activate it for your WordPress site as you would with any other plugin. This enables the Analytics snippet on all relevant pages, cutting out tedious work in getting the snippet in all relevant files. Thanks!
After you’ve installed the plugin, you need to go to your Analytics account to set up the actual goal. This is done by going into your sites specific profile (edit profile) and then setting up a goal for G1 (Goal 1 logically). Step by step, you need to:
- Activate the goal
- Select the Match Type. This needs to be set to “Head Match” as WP-websites has dynamically generated content.
- Set the Goal URL to “/wp-login.php?checkemail=registered”, this is the URL that users reach once they’ve submitted their Username and E-mail on the Register page.
- Set the Goal name
- Assign a Goal value. “Google Analytics uses an assigned goal value to calculate ROI, Average Score, and other metrics. If, for example, your sales team can close 10% of people who request to be contacted, and your average transaction is $500, you might assign $50 (i.e. 10% of $500) to your “Contact Me” goal. In contrast, if only 1% of mailing list signups result in a sale, you might only assign $5 to your “email sign-up” goal.” A good idea is to start with setting your Goal value to 1.0.
After this is done, you have tracking of the actual signup, but a good idea is to set up a funnel also. “A funnel is a series of pages leading up to to the Goal URL. For example, the funnel may include steps in your checkout process that lead to the thank you page (goal).” It’s made quite easy with WordPress as users needs to go through the register URL (clicking ‘Register’). This is how you set up a funnel for your goal:
- Define the first step as /wp-login.php?action=register and tick the box that this is a required step.
- Make sure it’s assigned to the same goal that you’ve just set up.
That’s it, enjoy!