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Web Marketing All-in-One For Dummies, 2nd Edition by Elizabeth Marsten, Ian Lurie, Marty Dickinson, Michael Becker, John Arnold

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Chapter 5: Using Conversion Goals

In This Chapter

check.png Setting conversion goals

check.png Analyzing goal conversions

check.png Handling technical issues with goal tracking

check.png Interpreting conversion data

A major step in moving from reporting to analytics is knowing what you want to measure in terms of your business goals. This goes beyond visits or traffic, and usually moves to leads or sales or something similar.

realworld_web.eps In the biz, we call those conversions. A conversion occurs any time a visitor changes from a visitor to a customer (a sale) or a potential customer (a lead). Conversions can also occur when a visitor somehow takes a significant step toward offering value to your business. Regardless, a visitor converts into something more valuable than a passerby. Get it?

Although tracking page views, time on site, and traffic quality is helpful, you need to know how your site is helping you achieve those goals. This is where web analytics really shines. Virtually all major web analytics packages — including free ones, ...

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