Learn what a Google Analytics (GA) goal is and how it differentiates from a Buyer Touchpoint.
What are Google Analytics’ Conversions?
Google Analytics conversions are completely determined by how a marketer or a web developer codes ‘goal’ completions on a particular website. Goals, according to Google could be thought of as “making a purchase (for an ecommerce site), completing a game level (for a mobile gaming app), or submitting a contact information form (for a marketing or lead generation site).” Most of the time, marketers see goals/conversions as someone filling out an informational form.
However, goals can’t be coded to manage very specific behavior. Rather, there are Goal Types that a web developer can configure. Below are some of those examples:
|A specific location loads||Thank you for registering! web page or app screen|
|Duration||Sessions that lasts a specific amount of time or longer||10 minutes or longer spent on a support site|
|Pages/Screens per session||A user views a specific number of pages or screens||5 pages or screens have been loaded|
|Event||An action defined as an Event is triggered||Social recommendation, video play, ad click|
Most marketers configure their conversions as “Destination Goals,” meaning that they usually create a thank you page after a form to consider that a formal conversion.
What this means, is that Google will consider Thank You page views as a conversion. From a Google Analytics standpoint, this is a realization most marketers are OK with.
However, Buyer Touchpoints act very differently.
How do Buyer Touchpoints differ?
Marketo Measure will create a form touchpoint when:
Marketo Measure will ignore Destination Google Analytic conversions when:
As you can see there are fundamental differences between what GA and Marketo Measure consider a conversion to be. Therefore, it will be very likely that the number of conversions and the number of form Touchpoints will differ.