Google Analytics Goal Types

Google Analytics Goal Types

In Google analytics, there are four different types of goals.:

Google Analytics Goal Types

1) Destination
2) Duration
3) Pages per session/screens per session
4) Events

When you set up goals in Google Analytics you can also choose goal values. This will be useful when you are keeping track of goal conversions. You can associate a specific value with each goal in Google analytics. For instance, let’s say that you are running an e-commerce website and you want to keep track of purchases through Google analytics. You can set values for things like cost per acquisition, to identify which campaigns are giving you the best ROI easily and analytics. Let’s talk about the different types of goals and when you would use them.

You can access the Goals in Google Analytics by Clicking Admin and then Goals under the View settings in Google Analytics

Goal Creation Google Analytics


The destination goal is commonly used when a website has thank you pages. A webmaster, or owner of the website can set specific goals so that when a user reaches a specific URL, Google analytics will count this as a conversion. You can set up goals individually for destinations, or you can do multiple ad time by using this symbol (|) in between the pages.


Duration goals are typically not used as frequently as some of the other goals. An example of when you would use a duration goal may be for a website where they are trying to keep the user on the site for longer periods of time. For instance if you are a newspaper in the Chicago market, you most likely would want users to look at several stories on the website to maximize your advertising revenue with a product like Google AdSense, or Double-click for Publishers. Duration goals may also be useful for optimization of e-commerce stores, or for websites that contain music or sound like a podcast or Spotify.

Pages per session

Pages per session is a useful goal for news or entertainment sites. When a website is serving ads, the amount of pages that a user views equals more ad revenue for the website. Pages per session can also be used for types of websites to monitor what kind of interaction the users are having with the website. For instance, an MBA program website like Adaptibar, may want to know how many pages users are going through in their modules for the bar exam. Based on this data, they can look at various different traffic sources and identify which sources are bringing the users that are more engaged with the content. This may help to make future marketing decisions about what vendors or companies to work with.


Events can be triggered a number of different ways, and sometimes Google analytics is unable to track goals using the other goal types. When websites contain I frames, certain clicks or actions are very valuable but can be difficult to track moving across domains. Auto Advertising is a great example where we see this very frequently. For typical automotive websites the various tools that they use are I framed into the website so that the website manufacturer can churn out more websites at a lower cost. This makes it very difficult for the dealership to see which traffic sources are actually delivering the best traffic and leads for the dealership. Utilizing Google Tag Manager, a website can also track the mobile clicks to call from users that visit the website through the event goal type.

Phone Call Tracking with Google Analytics

Many times when a company is using Google Ads, or another paid search provider, they are not getting the full picture unless they are tracking events. By looking at Google Ads data, a sophisticated marketer can see key conversion activities like phone calls and form fells if they’re connected properly and linked through Google Analytics. If you have phone tracking enabled through events, you may find out that your website is actually delivering even more phone calls that are evident in Google ads.

Setting up goals in Google Analytics is one of the most important things you can do as a business owner. If your goals are not correctly set up, you may be missing out on referral sources that are making you money, or wasting money with sources that are not creating conversions with a good ROI. Good advertising agencies should be able to talk with you about your goals and what conversions make you more money.

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