The different types of goals within Google Analytics

Campaign tags are additional pieces of information added to a URL to pass data to Google Analytics.

  • Medium (how to send the link to the user) REQUIRED + default. Example: medium=social / medium=email
  • Source (where did the user come from?) REQUIRED + default. Example: source=google
  • Campaign (the name of the marketing campaign) REQUIRED + default. Example: campaign=2015-back-to-school
  • Content (different versions per product) standard. Example: content=v1-nopromo
  • Term (keywords identifying paid campaigns) by default. Example: term=android-doll

Goals: business and Google Analytics goals

Business Goals are actions we want users to fulfill on our website. When such a goal is completed by the user, we call it a conversion.

The Goals section in Google Analytics tracks conversions in terms of total and conversion rate as a percentage. A Goal Funnel can also be created, consisting of multiple steps to achieve the goal. Supposedly users do not meet the business goal, this funnel can identify at which part of the process goes wrong. A maximum of 20 goals per view can be added.

Types of goals:

  • Destination (ex. thank you page) (funnels only work with this goal type)
  • Duration (ex. 5 minutes or more)
  • Pages/screens per session (ex. 3 pages)
  • Event (ex. has played video)
  • Smart Goal

Target group > overview > full report

In the explorer at the top, there are 4 things to click on.

  • Overview (all stages of the funnel: acquisition, behavior and conversion)
  • Site usage (behavior)
  • goals (acquisition)
  • E-commerce (conversions)
  • Reflections in the full reports:
  • Data display
  • percentage display (pie chart)
  • Performance Display (bar chart)
  • Comparison Display (comparison with average / bar charts)
  • Pivot table view (Pivot table) rows and columns can compare different dimensions with each other.

Reading on about Google Analytics and SEO?

Reading on about Google Analytics and SEO? From my experience, I am happy to tell you more about it. See the links below for all my articles on this subject.


If a tracking code is installed then Google Analytics drops a Cookie in the user’s browser, for that website and other subdomains associated with it

This makes tracking traffic on a website very easy. If you use the same code on other pages of different domains, Analytics counts these users and sessions separately from each other. Cross domain tracking is required to aggregate users and sessions from multiple domains.

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Ralf van Veen

Senior SEO-specialist
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I have been working for 10 years as an independent SEO specialist for companies (in the Netherlands and abroad) that want to rank higher in Google in a sustainable manner. During this period I have consulted A-brands, set up large-scale international SEO campaigns and coached global development teams in the field of search engine optimization.

With this broad experience within SEO, I have developed the SEO course and helped hundreds of companies with improved findability in Google in a sustainable and transparent way. For this you can consult my portfolio, references and collaborations.

This article was originally published on 22 March 2024. The last update of this article was on 22 March 2024. The content of this page was written and approved by Ralf van Veen. Learn more about the creation of my articles in my editorial guidelines.