Why You Need to Regularly Analyze Your Reverse Goal Path
Learn what the Google Analytics Reverse Goal Path is and why it's so important for tracking success and making important marketing strategy adjustments. (This article comes from the Avalanche weekly email.)
I love to see a great play turn into a touchdown.
The goal of every play is to get one. The reality is, most plays don’t result in one.
But, when they do happen, a good coach knows to review the game film and study the play that led to a touchdown.
They want to know, “how can I recreate this so it happens more often?”
The same should be true of your website marketing strategy.
Enter: The Reverse Goal Path
The Reverse Goal Path is the equivalent of watching your game film and reviewing touchdowns.
In Google Analytics, it’s located under Conversions > Goals > Reverse Goal Path.
Your Goals are your desired website actions like form fills, phone calls, etc.
Here’s where the Reverse Goal Path is located:
Regularly reviewing your Reverse Goal Path allows you to understand:
- What pages your best visitors are entering your site through.
- What pages are the most valuable.
- What sources are bringing in the best visitors (organic search, email, social, etc.)
- Where you should be focusing your energy for improvement.
Now, in order to review your Reverse Goal Path, you actually need to set up goals.
Not having goals set up on your site is the equivalent of playing football without knowing where the end zone is and how to get the ball over the line.
My challenge to you as you work to grow your business online is to make sure you:
- Get goals set up on your website.
- Regularly review your reverse goal path.
- Start looking for valuable insights to inform your marketing strategy.
Need help setting up your goals?
Feel free to get in touch with us.
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