Setup Conversion Tracking for Google Analytics

Objective

To establish a consistent and efficient process for setting up conversion tracking in Google Analytics to measure the performance of various marketing campaigns and user actions on the website.

Prerequisites

1. Admin access to the Google Analytics account.
2. Admin access to the website’s content management system (CMS) or access to the website’s source code.
3. Access to Google Tag Manager (optional but recommended).

Tools and Resources

1. Google Analytics account
2. Google Tag Manager account (optional)
3. Website CMS or source code editor
4. List of conversion actions to track (e.g., form submissions, purchases, sign-ups)

Procedure

Step 1: Define Conversion Goals

1. 1. Identify Key Actions: Determine which actions on your website should be tracked as conversions. Common examples include:

      • Completing a purchase
      • Submitting a contact form
      • Signing up for a newsletter
      • Downloading a resource

   2. Document Goals: Create a document listing all the conversion goals you want to track, including a brief description and the URL or event associated with each goal.

Step 2: Access Google Analytics

1. 1. Login: Log in to your Google Analytics account.
   2. Select Property: Select the property (website) for which you want to set up conversion tracking.

Step 3: Set Up Goals in Google Analytics

1. 1. Navigate to Admin: In the bottom left corner, click on the “Admin” gear icon.
   2. Select Goals: Under the “View” column, click on “Goals.”
   3. Create a New Goal: Click the “+ New Goal” button.
   4. Goal Setup: Choose a template that best matches your goal type or select “Custom” to create a goal from scratch. Click “Continue.”
   5. Goal Description: Name your goal and select the goal type (Destination, Duration, Pages/Screens per session, or Event). Click “Continue.”
   6. Goal Details:
      • Destination Goal: Enter the URL of the thank-you page or confirmation page that users see after completing the conversion. Use “Equals to,” “Begins with,” or “Regular expression” as appropriate.
      • Event Goal: Enter the Category, Action, Label, and Value for the event you want to track. Ensure the event is already being tracked via Google Tag Manager or manually in the site’s code.
   7. Verify Goal: Click “Verify this Goal” to ensure it’s set up correctly.
   8. Save Goal: Click “Save” to finalize the goal setup.

Step 4: Implement Tracking Code

Using Google Tag Manager (Recommended):

1. 1. Login to GTM: Log in to your Google Tag Manager account.
   2. Select Container: Select the container for your website.
   3. Create a New Tag:
      • Click “Tags” in the left-hand menu.
      • Click “New” and then click “Tag Configuration.”
      • Select “Google Analytics: GA4 Event” or “Google Analytics: Universal Analytics,” depending on your setup.
   4. Configure Tag:
      • For GA4: Enter the Measurement ID from your GA4 property. Select “Event” as the tag type and configure the event parameters (e.g., event name, parameters).
      • For Universal Analytics: Enter the Tracking ID, select “Event” as the track type, and configure Category, Action, Label, and Value.
   5. Set Trigger:
      • Click “Triggering” and select the appropriate trigger (e.g., form submission, page view).
   6. Save and Publish:
      • Save the tag and publish the container.

Without Google Tag Manager:

1. 1. Edit Code: Access your website’s source code or CMS.
   2. Add Tracking Code: Add the Google Analytics tracking code to the head section of your HTML. Ensure the tracking code is present on all pages.
   3. Event Tracking: For event-based goals, add the appropriate event tracking code to the elements you want to track. Refer to the Google Analytics Developer Guide for detailed instructions.

Step 5: Test and Verify Tracking

1. Real-Time Reporting: Use the Real-Time report in Google Analytics to verify that conversions are being tracked correctly.
2. Test Conversions: Perform test conversions on your website and check if they appear in the Real-Time report.
3. Debugging: Use tools like Google Tag Assistant or the GA Debugger Chrome extension to troubleshoot any issues.

Step 6: Monitor and Optimize

1. Regular Monitoring: Regularly check the Conversions section in Google Analytics to monitor the performance of your goals.
2. Adjust Goals: Adjust or add new goals as necessary based on changes to your website or marketing strategy.
3. Reporting: Generate reports to analyze the performance of your conversion goals and make data-driven decisions.

Documentation and Review

1. Update Documentation: Keep this SOP updated with any changes to the process or tools.
2. Periodic Review: Review this SOP periodically to ensure it remains current and effective.

This SOP will help ensure a consistent approach to setting up and managing conversion tracking in Google Analytics. If you need further customization or specific examples, feel free to ask!