11 Nov Smart Goals & Its Implementation Using Google Analytics
What are Smart Goals?
A reporting feature for Google Analytics, Google launched it in 2015. Designed to provide advertisers with support, it can help them identify visits that are much more likely to convert, says CMS Wire. It’s an excellent tool that can be used side by side with Google AdWords.
What’s the Difference?
You might think this feature might be redundant, given current Google Analytic measurements. However, unlike Google Analytics metrics that are based on the actions taken by consumers on the site, Smart Goals generates results produced by a machine, with results based on thousands of sites that use Google Analytics. These companies share conversion data that has already been anonymized.
How does it Work?
Key factors responsible for high conversion rate have been identified, analysed and distilled. These factors include:
- The length of the session
- Number of pages viewed or browsed during the session
- Where the customer is
- The device used to access pages
- The browser used to access the pages
How to Start?
Before you can make this happen, you will need to link your Google Analytics and AdWords accounts. Activate Smart Goals in Analytics then important Smart goals into AdWords. Once done, you can start optimizing to Smart Goals in AdWords, says Marketing Land. (leave marketing land page link) After you are done there, you are good to go. Not sure what to do next? Hire digital marketing services to help you out.
How it Happens
Once your Analytics and AdWords accounts have been linked and the Google products and services setting has been activated for your Analytics account, time to enable Smart Goals. For starters, you’ll need to choose the right type for your Smart Goal when you go through setup. Once that’s done, import your Smart Goals into your AdWords. The next step will then involve the optimization of AdWords performance via Smart Goals.
After importing Smart Goals, leave it alone. Give it a few weeks to run. That should be enough time to earn and collect the data you need. Once the data is ready, start to divide the cost of your ads with the number of Smart Goals you’ve successfully achieved. The resulting figure is your cost per acquisition or CPA. You can adjust the CPA, though, to match with your project goals and objectives.
Its Limits and Restrictions
Using Smart Goals comes with several restrictions though. It isn’t configurable or customizable so the user experience might leave a lot to be desired. Smart Goals only work for website views. Views from customers coming into your pages via a mobile app won’t be counted and that could lead to a bit of counting problems. Also, Smart Goals does not allow view-through conversions. Cross-device conversions in AdWords aren’t possible as well.
If you run a small business or a start-up and you’re looking to get started on your digital marketing campaigns, exploring what Smart Goals can do for your business is an excellent way to kickstart the process.