How to set up Goals in google analytics?

posted Feb 29, 2012, 1:37 PM by Elio Mondello Anza   [ updated Nov 16, 2017, 3:55 PM ]
In order for Google Analytics to calculate goal conversion metrics, you must create one or more goals. Before setting up a goal, please make sure you have the following requirements.

To define a URL Destination Goal, select URL Destination as the goal type. Next, enter the URL of the goal page. You don’t have to enter the entire URL. You can simply enter the request URI - that’s what comes after the domain or hostname.

So, if the complete URL is, you only need to enter /confirmation.php.

Make sure that the URL you enter corresponds to a page that the visitor will only see once they complete the conversion activity. So, pick something like the Thank You page or a confirmation page for your goal.

You can also enter a name for the Goal -- here we’ve entered “Completed Order”. This name will appear in your conversion reports. 

Defining a funnel is optional. To define your funnel steps, you add the URLs of the pages leading up to the goal URL. Just as with goals, you don’t have to enter the entire URL of a funnel step -- just the request URI is fine.

Provide a name for each step in the funnel -- here we’ve entered “Select gift card “ for Step 1.  The names you enter will appear in your reports.

Setting up goals

After you've thought of what your goals will be, start setting up them up by following these instructions:

  1. Sign in to your Google Analytics account at
  2. Select the account that contains the profile you'll be creating goals in from theOverview page.
  3. Find the profile for which you will be creating goals, and click 'Edit' under the 'Actions' column.
  4. Under the 'Goals' section, select one of the four sets to create your goal in (each set contains up to five goals) and click 'Add goal.' You can create up to 20 goals if you use all four sets.
  5. Enter the goal's name so that you can quickly recognize it when viewing reports.
  6. Turn the goal 'On' or 'Off.' If you choose 'On,' that means you want Google Analytics to track this conversion goal at this time. Turning it 'Off' will only make the goal inactive without deleting it.
  7. Select the goal's position. The pull-down menu lets you select a goal's position from within a set so that you can control the order in which it appears from the 'Goals' tab in your reports, or lets you move a goal from one set to another.
  8. Decide one of the three types of goals you want. This can be URL Destination, Time on Site, or Pages/Visit. You can learn more about them and how to set up the goals for each one by visiting a separate Help Center article.
  9. Once you select the radio button for the goal type, a field for 'Goal Details' should appear. To learn how to fill out the fields for each goal type, please refer to this Help Center article.

Defining funnels

After you've entered your goal information, define a funnel if you've selected a 'URL Destination' goal type:

  1. Click 'Yes, create a funnel for this goal.'
  2. Enter the 'URL' of the first page of your conversion funnel. This page should be a page that is common to all users working their way towards your goal. For example, if you are tracking user flow through your checkout pages, do not include a product page as a step in your funnel.
    Please note: Funnel URLs are treated as regular expressions. For this reason, you can include wildcard characters and use other regular expression methods if you want to match more than a single URL. Learn more about regular expressions.
  3. Enter a 'Name' for this step.
  4. If this step is a 'Required step' in the conversion process, select the checkbox to the right of the step. If this checkbox is selected, users reaching your goal page without travelling through this funnel page will not be counted as conversions. Learn more about the 'Required Step' option in a funnel.
  5. Continue entering goal steps until your funnel has been completely defined. You may enter up to 10 funnel steps, or as few as a single step.
  6. Click Save Changes to create this Goal and funnel, or Cancel to exit without saving.

The match type defines how Google Analytics identifies a goal or funnel step. You have three choices for the Match Type option.

“Head Match” is the default. It indicates that the URL of the page visited must match what you enter for the Goal URL, but if there is any additional data at the end of their URL then the goal will still be counted. For example, some websites append a product ID or a visitor ID or some other parameter to the end of the URL. Head Match will ignore these.

Here’s another example, illustrated on this slide: If you want every page in a subdirectory to be counted as a goal, then you could enter the subdirectory as the goal and select Head Match.

“Exact Match” means that the URL of the page visited must exactly match what you enter for the Goal URL. In contrast to Head Match, which can be used to match every page in a subdirectory, Exact Match can only be used to match one single page. Also notice that Exact Match does not match the second pageview, “/offer1/signup.html?query=hats” because of the extra query parameter at the end. 

“Regular Expression Match” gives you the most flexibility. For example, if you want to count any sign-up page as a goal, and sign-up pages can occur in various subdirectories, you can create a regular expression that will match any sign-up page in any subdirectory. Regular Expressions will be covered in a later module.

When you use Regular Expression Match, the value you enter as the goal URL as well as each of the funnel steps will be read as a Regular Expression.

Remember that regardless of which option you choose, Google Analytics is only matching Request URIs. In other words, the domain name is ignored.

The “Goal Value” field allows you to specify a monetary value for goal. You should only do this for non-ecommerce goals.
By setting a goal value, you make it possible for Google Analytics to calculate metrics like average per-visit-value and ROI. These metrics will help you measure the monetary value of a non-ecommerce site. 

Just think about how much each goal conversion is worth to your business. So, for example, if your sales team can close sales on 10% of the people who request to be contacted via your site, and your average transaction is $500, you might assign $50 or 10% of $500 to your "Contact Me" goal. 

Again, to avoid inflating revenue results, you should only provide values for non-ecommerce goals.

In this moment we have 5 Goals set and 17 goals in the google analytics account that don't work so we should change.
In fact the website will be replaced or at least for the English version and for a period by the new domain In google analytics under analytics settings and on the domain is possible to click on edit to change or set the goals.

The goal can be:
  • Url goal, where the visitor has been to accomplish an action like the sign up. Destinaton url shuold be the last page the visitor see to accomplish the task, so for the sign up is thank you for sign up page. Or for a purchase is the receipt page. It's enough to enter the request url so the part after the domain like for example:  this is the complete url page for the thank you page for sing up  and this for the checkout page after you login so it's enought to enter index.php?page=checkout.

    It's important to put as a url goal the destination page so the thank you page for signup or receipt page for checkout
  • Time goal, when a visitor spend more time than the average specified a conversion will be triggered
  • Page/visit Goal, is when a visit visit more page than average specified so a conversion will be signed
It's possible to indicate a Goal Funnel like for the checkout process so for example:
  1. page for checkout where to insert credit card details.
  2. Conversion on the thank you or confirmation page.