Overview Goals

In the “Overview” section, you will find information about the performance of your defined goals for your website. Here, you can access the conversion rate percentages, generated revenue, and detailed reports for each individual goal.

In the first graph, “Evolution over the period”, you will see the conversions of all goals in the selected period.

By default, the number of conversions is displayed in the graph. If you need additional metrics, you can hover over the line chart icon in the top-left corner of the graph. This will provide you with additional metrics that will help you analyze the relationship between different goals, revenue statistics, and conversion rates more accurately.

The conversion rate is usually the key metric for your goals, as it allows you to determine whether the website is achieving a higher conversion rate or not.

If, for example, the number of visitors to your website doubles within a week, that is usually positive. However, if no additional conversions are achieved, it actually means a worse performance in terms of your goals, as the conversion rate has decreased. Instead, you should ensure that the number of conversions increases proportionally to the number of visits, thus keeping the conversion rate nearly constant.

Below, you will see a Sparkline summary that gives you an overview of your conversion numbers and rates for your goals. This summary shows combined data from all of your goals within the selected date range. The statistics are helpful for evaluating the overall marketing performance of your website. In general, the higher these numbers are, the better your website is performing.

After the first summary of the Sparkline, you will find a separate overview for each created goal. On this page, you can also view the number of conversions and conversion rates for each goal.

To obtain more detailed information about any of the goals, you can click on the goal in the menu (for more information, see Created goals).

In the “Overview” section below, you will find the reports on goal tracking. Each of these reports summarizes the data according to different criteria and helps you understand the conditions that lead to goal achievements on your website.

At this point, we would like to explain to you which information is included in the respective report:

Goals by Referrers

The reports in “Goals by Referrers” allow you to identify the sources of traffic that lead to goal completions. If your website is visited by various sources, some visitors are more qualified than others. The reports on “Goals by Referrers” analyze the visitor sources and indicate which ones are most useful for your website.

The following reports are included in “Goals by Referrers”:

Channel Type

The channel type report is helpful for analyzing different visitor groups and finding out where they come from. For example, you can see if visitors are more likely to reach your website through search queries or external links. If you suspect that visitors from social networks are most likely to reach a destination through social media links, you can confirm or refute this suspicion using this report. This will provide you with important information for adjusting your marketing plans.

Keywords

The keyword report attempts to identify as many keywords as possible that visitors have used to access your website and achieve their goals. An interesting insight could be that visitors who search for terms like “brochure” are more likely to download a brochure. This clearly indicates that it would be advantageous to offer additional brochures for download as a strategy for your website.

Search Engines

The search engine report shows you which search engines the visitors come from who achieve certain goals on your website. For example, it could be determined that visitors from DuckDuckGo, a search engine focused on privacy, rarely sign up for the newsletter. However, these visitors often achieve the goal of clicking on the RSS links of your blog. This suggests that the blog is a more effective medium for staying in touch with these users than an email newsletter.

Websites

The website report can help you determine which external websites generate qualified traffic. Let's say you advertise job postings on different websites. However, only visitors from a specific site fulfill the goal of “New Job Application”. In this case, you should consider whether it makes sense to expand your relationship with this site compared to others. If we were to continue this example, you might also find that another job website doesn't allow direct advertising but still leads to goal completions. In this case, you should then check whether this site offers advanced features for job advertising.

Campaigns

If you create Trustlytics campaign URLs, you can check the goals in the campaign report based on various criteria such as campaign name, keyword, source, medium, and content. These aspects are helpful if you also want to advertise through other channels, such as email newsletters or paid ads.

Example: Channel Type report

Goals by Pages

The reports in “Goals by Pages” allow you to quickly capture the most successful goals. You can see how many visits your goals receive, how many conversions each goal achieves, and the revenue they generate.

The following reports are included in “Goals by Pages”:

Page URLs

With the Page URL report, you get a kind of ranking of your pages where goals are set. At a glance, you can see which page performs the best and which is rather weak. This gives you the opportunity to focus on the successful goals or optimize the less successful ones, or possibly remove them altogether.

Entry pages

With the entry page report, you can see which pages were visited directly first, on which goals are set. This allows you to identify which goals perform best when conducting a campaign, for example. This gives you the opportunity to further expand successful campaigns and discontinue poor campaigns.

Entry page titles

The entry page titles report is identical to the entry page report, but instead of URLs, the page titles are displayed. This allows for a better overview, especially when there are many goals. The page titles are easier to read than partially cryptic URLs.

Page titles

The page titles report is identical to the Page URL report, but instead of URLs, the page titles are displayed. This provides a better overview, especially when there are many targets. The page titles are easier to read than partially cryptic URLs.

Example: Page URLs report

Goals engagement

The reports in “Goals Engagement” allow you to track the time it takes for visitors to reach the goals on your website.

The following reports are included in “Goals Engagement”:

Visit to Conversion

The visit to conversion report can show, for example, that most visitors only sign up for the newsletter on their third visit. Based on this insight, you could try displaying a pop-up registration form during the first two visits. This way, you can test if this leads to more registrations with fewer visits.

Days to Conversion

If you look at the days to conversion report, you may notice that most visitors achieve their goals several days after their first visit. This suggests that visitors could come from different channels. This information can help you optimize your multichannel strategy.

Example: Visit to Conversion report

Goals by User location

The reports in “Goals by User location” provide information on where and how visitors access your website.

The following reports are included in “Goals by User location”:

Country, Continent, Region and City

The country, continent, region, and city reports analyze the fulfillment of goals based on a visitor's location. This can be useful if your website includes marketing consent pop-ups for visitors in specific regions, such as Europe, to comply with GDPR. In such a case, you can understand how this affects your goal conversions using the continent report.

Another possibility is that the country report shows that many people achieve their goals in English-speaking countries, but not in other countries with a high number of visitors. This could indicate that it would be beneficial to offer translations for markets that do not speak English.

Device type, Device model, Device brand and Browsers

The device type, device model, device brand, and browser reports can help you identify potential technical issues with your website. For example, if you notice that no one is filling out your newsletter signup form from a mobile device, you should conduct further tests to ensure that your opt-in form is fully visible and functioning properly on mobile devices.

Example: Region report

Goals by User attribute

The reports in “Goals by User attribute” show at what time visitors arrive at your website.

The following reports are included in “Goals by User attribute”:

Visit per hour in the site's timezone

The visit per hour in the site's timezone report can help you identify the preferred times at which visitors achieve their goals. This is particularly useful for international organizations to determine the optimal timing for time-sensitive campaigns or the release of new content.

Example: Visit per hour in the site's timezone report