The end game for any digital marketing campaign should be goal conversions, where goals (as identified in Web analytics solutions) can be soft measures of content engagement like time on site / number of pages viewed / specific landing page visits or more concrete form submissions, document downloads or actual shopping cart check-outs. Diligent marketers spend ample time identifying their conversion points as a useful measure of content and campaign effectiveness. We’ve covered this topic in ample detail in our Google Analytics Goals and Conversion Guide.
One area we’ve addressed in gShift to help better organize, monitor and report on Google Analytics-driven goals, is Goal Groups, whereby your goals can be organized into whatever logical groupings you choose. A recommended configuration is to group your goals based on where they fit in your audience’s buyer’s journey from Awareness and Evaluation to Preference and Intent to Buy or as some prefer to say from Clueless and Curious to Serious and Sold. By grouping your goals together, you can start to identify which channels, content or other factors are driving the most valuable conversions for you. This is where gShift Data Beacons enter the picture to provide insights and guide action to optimize your content and campaigns.
Conversions by Channel
Beacon Category: Analytics
Question Answered: Which channels are delivering the most conversions on my website?
The Conversions by Channel Beacon enables you to quickly see the number of Conversions (i.e. Completed Goals from Google Analytics) in a Pie Graph organized by Channel for a specific time period (7, 30 or 90 Days).