Setting up Goals in Google Analytics
After you have linked your account to Analytics and received some event data, you will find the events for each call showing up in Google Analytics under the “Content” section within “Events.”
The call data in event form available in Google Analytics is structured by the standard Category/Action/Label/Value in the following way:
In order to set up goals that will match to your call events, you would do the following in GA:
- Go to admin
- Go to the goals area
- Click the “add a goal” button
- In section 1 Select Custom then press continue
- In section 2 name the goal something that you will recognize (such as “Google AdWords Calls”)
- In section 3 Configure the goal details like the way its configured in the screenshot below
Name: can be anything you wish.
Type: must choose Event
Category: You must type Calls as that is how we identify our call events we send to GA.
Action: In the example above, this goal was set up to track calls from the source “Google Adwords” in the “action” section.
You could leave this action field blank to include all calls or you could set up a goal for each one of the sources you are tracking by putting each source (make sure you name it here the same way you have named it in our system- in your case, the source is named “Google Paid”) in the action field.
Label: Leave label field blank unless you want the goal to only complete for a first call or a repeat call. “first-call” is a useful label to enter here because it will ensure that the goal only completes the first time a caller calls, not over and over again if that caller calls back repeatedly. it must be entered exactly the way as its shown above: regular expression = first-call
Value: The value field is a way for you to only count calls over a certain amount of seconds as a goal. In the attached example, we are only tracking calls over 60 seconds as a goal. You can set the goal value to be anything you want.
Use the event value as the goal value for the conversion: Turn this on only if you want a value to be imported into Google for the goal completion. If you turn it on and leave the monetary field blank, then the value will be equal to the length of the call in seconds. If you put a value in the monetary field, then that will be the value of each call.
Once you have your goals set up in Analytics, you can go into Adwords and choose to have those goal completions imported automatically as conversions.
This is an illustration of how the process will work once its all set up:
- Google Call Extensions and Call-Only Ad Troubleshooting
- Auto-Tagging for Google AdWords Call Tracking
- Call Tracking for Ad Extensions
- Google AdWords Integration for Call-Only Ads and Call Extensions
- Linking CTM with Google Analytics
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