In Google Analytics a goal is a page. It is a page that visitors will only visit after completing a desired action. For example, the thank you page after submitting a form, or the receipt page after placing an order.
Goal funnels should only be used to track required steps in a process, not desired clickpaths through the site. Tracking each step in a checkout process is an ideal case, for example, because leaving the checkout process midstream represents some kind of failure. Reporting where visitors go from a landing page or how many visitors who visit the home page end up buying is not a good use of the goal funnels, because the starting points are so generic.
Google Analytics calculates three conversion rates around goals.
- Goal conversion rate
- Funnel conversion rate
- Overall goal conversion rate
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