Marketing (1 page)

In Chapter 8, the authors discussed the different types of analytics goals a website could select. This exercise will help you learn to think critically about the types of goals you should set up for a website and give you a little more knowledge about the technical details involved in setting up these goals. If you would like more information about analytics goals, Google provides an overview here. https://support.google.com/analytics/answer/101204…

To receive credit for this exercise, answer the following questions:

  1. What kind of websites might use a duration goal? What kind of website might use pages/screens per session goals? Explain and provide at least two examples of each.
  2. When would you use an event goal instead of a destination goal? Illustrate your answer with at least two examples.
  3. Select your favorite online retailer. What type of goal would this retailer use to document a purchase in analytics? Starting on the site’s home page, create a conversion funnel to illustrate a specific purchase you (or someone like you) might make on this site. Which customers would not be counted in this conversion model?
 
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