When you launch a digital marketing campaign, one of the things you need to keep track of is not just sales, which are the end goal of every business, but all the things leading to the sale as well.

That’s where Google Analytics comes in.

Setting Up Your Google Analytics Game

As your friendly Toronto online marketing agency, we are here to help you understand how Google Analytics works, assist with setting up your goals in GA and get the best results from using this powerful tool.

First and foremost, let’s get the basic setup.

  1. Go to your Google Analytics standard reports
  2. Click on the “Admin” button in the top right, then click on “Goals”
  3. From one of the Goal sets, click + Goal to set up a new goal.

Now you can start measuring things like:

  • Engaged Visitors – visitors who take a longer than average time on your website
  • Readers – those who don’t just browse but focus on written content, taking in info
  • Email Subscribers – you can call them loyal readers, but there’s more potential here
  • Customers – visitors who ended up making a purchase (and where they started from)
  • Ad Performance – this includes clicks, and traffic origin (more on this later)

Now let’s go into some detail about each of those categories.

Engaged Visitors

Set Visit Duration as your goal type. This will set Google Analytics to recording how engaged your visitors are and who is sending them your way. Then, in goal details, you can select visits with duration greater than your average, and set it to one minute, which is usually sufficient to indicate engagement.


This is also very important to measure, because while they can also be classified as engaged, this engagement is different and can be set up as a separate Google Analytics goal.

Give this goal a name and make it active. Next, select pages/visit as your goal type and set the goal details as visits greater than your average, which you can set to 2 or 3 as a sure indicator of engagement.

Email Subscribers

This one is rather simple to set up and measure, it is also among the most insightful metrics to follow, with great potential to increase your conversion rates.

First thing you need is to have a Thank You page on your website where visitors will confirm their emails. Once you have that, set up your email marketing provider and direct visitors there once they are on board. When creating this goal, you will need to select URL Destination as your goal type. The goal details should be set up this way:

  • The Goal URL: your thank you page
  • Match Type: exact match.
  • If your URL is case-sensitive then select the Case Sensitive option.
  • Add a goal value.


You set up this GA goal the same way as your subscribers. All you need for that is to create a conversion page where people are directed after making a purchase. Notice, this is not the same as tracking sales. Unique customers are their own metric and should be tracked separately.

Ad Performance

To track this goal you need to set up event tracking. Once you set up event tracking on your website, all you need to do is create a goal for each event you’ve had set up.

We hope this was interesting and insightful. The question of how to measure Google Analytics goals is a topic for a whole new article and one that we’ll be glad to answer. Stay with us!


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