Analytics Goal Workshop, Part 2: Pages Playbook


Consult Our Pages Playbook

With all the buzz about attribution modeling and the ever present need for conversion optimization, you may have been wondering, “How can I get my hands on some multi-channel data?” If you have Google Analytics, all you have to do is set up one goal and you’re on your way. First make sure you have a strategy – a purpose and a plan – then dive into your analytics goal settings. Follow the steps below to set up some goals (ideally, more than one) and collect smarter data.

Step 1: Decide between pages vs. events

To set up the most common type of goal in Google Analytics, a URL Destination goal, you need to choose which pages to set as goals. This means you decide to count a visit as a conversion when someone views a specific page – the receipt page for e-commerce sites or non-profits collecting donations, or the “thank you for submitting the contact form” page for lead gen sites.

Your site may have thank-you or confirmation pages for other things visitors can do, like accessing online tools, making appointments, or leaving ratings or comments. Or there may simply be important pages that you want visitors to see. You can set any or all of these as goals.

Sometimes it’s not the view of a page that marks a conversion, but something a visitor can click on the page, like downloading a file, or sharing an article, or making a selection – any type of button or link. For those actions you almost always want to use event goals instead of page goals.

I say “almost always” because if you want to set up a funnel – a series of steps that lead up to the final URL Destination goal – you can’t put events in those steps. But you can use “virtual pageviews” in funnel steps, and I’ll cover those along with event goals in my next post.

Once you’ve decided on a few important pages to set as URL Destination goals in Google Analytics, all you need to do is go look at those pages on your website, copy the URLs into the goal setup box, and you’re done, right? Well… maybe.

The way the URL looks in the browser isn’t always the way it ends up in your data. Customized tracking code or account configurations like profile settings and filters may alter the URL on its way to your content reports.

Step 2: Check the URLs already in your reports

Let’s say the URL you want to set as a goal is You’ll probably want to enter /thankyou in the goal setup box, and Google Analytics suggests exactly that. But I suggest you check your content reports first, to avoid losing a couple days wondering, “Where’s my goal data?”

Search Your Content Reports

Check your URLs by searching to see what Google Analytics will find when you enter /thankyou (or whatever your goal URL is) in the search box of your Content > Pages report as shown above.

A basic search like this finds every row in the table that contains what you entered. So you’ll find /thankyou (if it’s there), but you may also find URLs such as:

If you don’t find anything, make sure there’s GA tracking code on the page. Then if you find code on the page, make sure it’s not rewriting the URL… if it is, there will be another URL in the line with _trackPageview and that’s what you need to search for in the content reports.

If the URLs all correspond to the thank-you page you want to track, you’re good to go. In other words they’re all just /thankyou, or like the URL in the first case where there are session IDs or other query parameters that are okay to ignore (because those are still thank-you pages you want to count). Skip to the step 3 below.

But the query parameters might identify different types of thank-you pages, or there might be settings in place that add a default page to the end of certain URLs. There could be a subdirectory after /thankyou, or a subdirectory or domain name in front of /thankyou, depending on your site.

Determine which URLs actually correspond to the pages you want to track as goals and proceed to the next step.

Step 3: Enter the Goal URL and select the match type

Google Analytics is going to look at the URLs in your content reports when it tries to match what you enter in your goal setup. So knowing what’s in those reports is essential. Now you’re ready to enter the Goal URL and select a Match Type.

Enter Goal URL and Match Type

If all the URLs you want to match look exactly like /thankyou or /subdirectory/thankyou or, with no default page or query parameter stuff after:

If all the URLs you want to match start the same way, like /thankyou or /subdirectory/thankyou or, and have stuff after that like /defaultpage or ?queryparameter=stuff-ok-to-ignore:

If you need to match some other combination of URLs:

Two Examples of Regular Expression Match

The simplest way to match two URLs is with the pipe (the vertical bar above the enter key, shift+backslash). This matches /thankyou OR /subdirectory/thankyou:

To make sure that the URL you match ends a certain way, use the dollar sign. This matches /thankyou, NOT /thankyou/subdirectory (or anything else after):

If you’re using Regular Expression Match on a URL that contains dots or question marks, insert a backslash in front of them (they are special characters in regular expressions):

Double check your regular expressions and make sure they match the URLs you want with the advanced search in your content reports as shown below.

Use Advanced Search for Regular Expressions

See our free eBook on regular expressions for more ways to use them in Google Analytics.

Leave the Case Sensitive box unchecked. You may already be using a filter to lowercase URLs anyway (a best practice for nearly all websites).

Step 4: Enter a Goal Value

Even though it’s optional to enter a goal value, you should almost always enter something. Estimate a value if you can, or use a weighted system of points, giving your more important goals higher values, as outlined in part 1 of the goal workshop.

At the very least, enter “1” so that you make a distinction between visits with zero goal value and some goal value. Goal values appear in the goal tabs under “Per Visit Goal Value”.

Exception: for purchases, donations, or anything else you might already be tracking with e-commerce code, you should leave the goal value blank. Google Analytics assigns the transaction value to visits with transactions, and these values appear in the e-commerce tabs under the column “Per Visit Value”.

Transaction values and goal values appear combined in the multi-channel funnel reports under “Conversion Value”. So if you enter anything in the goal value for a visit that already has a transaction value, you’ll be skewing the conversion values in those reports.

Step 5: Add Funnel Steps (Optional)

Follow steps 1, 2, and 3 for all of the pages you want to add to your funnel. Once you determine the URLs and the match types, you’ll need to make sure the match type of the Goal URL covers the match type for all of the funnel steps. You can’t choose each step’s match type individually.

If any of the match types are different, change the match type of the Goal URL to Regular Expression Match and change all URLs as follows:

To change Head Match URLs to Regular Expression Match, begin with a caret:

To change Exact Match URLs to Regular Expression Match, begin with a caret and end with a dollar sign:

Remember to insert a backslash in front of dots or questions marks when using Regular Expression Match.

Give each step a descriptive name next to the URL.

Descriptive Names for Funnel Steps

Don’t include the Goal URL in the funnel. The funnel should contain all the steps up to, but not including, the Goal URL.

Finally, read the funnel pop quiz to make sure you know what funnels can or can’t do for your data (and whether you want the “required step”).

Stay tuned for the Analytics Goal Workshop, Part 3: Engage with Events!

What challenges have you encountered when trying to set up URL Destination goals? Have you come up with any special tactics related to setting goal values or funnels? Please share in the comments.

Dorcas Alexander is a Manager for the Analytics & Insight department. Her path to LunaMetrics followed stints in ad agency creative, math, and computer science. Dorcas has a master's degree in language and information technologies from Carnegie Mellon University, where she helped build precursors to a Universal Translator. One of the top-rated tournament Scrabble players in Pennsylvania, Dorcas has an insatiable drive to compete and win.

  • Hi Dorcas,
    I have an online brochure that I want to set up it’s url as goal when someone visit it, but i also want visit duration on the same url so I know if some had spend some time reading the online brochure.
    How would you do it, as Google only lets you set one condition per goal.

    • Dorcas Alexander

      Hi Syed, You can add event tracking to the online brochure page so that after a certain length of time (maybe 30 seconds or 1 minute), you send an event to GA. You can then set that event as a goal. See part 3 of the goal workshop: Engage with Events.

  • Okay so I used the tip about searching the Content>Pages to make sure Google knows about the page and that was very helpful. I have lots of questions after reading this so I guess I will start reading some of the other articles regarding setting up goals. Do you have a recommendation as to which articles of yours I should start with?

    • Dorcas Alexander

      Hi Richelieu, Start with the 3 posts in this series, and then you might also want to check out my posts about funnels and goal flow reports. Each post contains links that cross-reference not only my posts, but also other LunaMetrics posts you may find interesting. Thanks for reading!

  • Ellen

    Hi Dorcas. Thanks for your series.

    I have a three-part question.

    Question 1:
    Our thank you page is /thank-you.aspx
    Sometimes we also get a version of this page as /thank-you.aspx?key=bla

    If I set /thank-you.aspx to head match, does that mean that the /thank-you.aspx?key=bla will not be counted?

    Question 2:
    Also, we are tracking this destination as a goal: /contact-us.aspx
    This page has a form on it, and when someone fills out the form, they are taken to /thank-you.aspx (already a goal). Will a single visitor who hits the contact us page, fills out the form and reaches the thank you page have converted twice?

    Question 3:
    How do head match goals work with paid search ads? Meaning, since a paid search visit might add additional information onto the URL, would those conversions be lost if you had a goal set to exact match, or even head match?

    Thank you!

    • Dorcas Alexander

      Hi Ellen, Question 1: Head match means that GA will match everything that starts the same way as the pattern you entered. A really simple example is if you entered “/xyz” then GA will match every URL that starts with /xyz and ANYTHING after that. So it would match: /xyz or /xyz123 or /xyz.aspx or / or /xyz.aspx?key=bla and so forth. Exact match simply means the URLs that end up in your GA content reports must match exactly the pattern you entered, or they won’t count as a goal completion. So if you entered “/xyz” then the ONLY URL that will match is /xyz. Question 2: GA would only count 1 goal completion in your example, because a goal completion is defined as a VISIT where your goal definition occurred. If a visitor views the Goal URL 50 times in a visit, it’s still just one goal completion, or “converted visit” for that goal. Question 3: With head match, you can have any parameters you want. With exact match, it depends on how you are tagging your paid search URLs and what filters you may be applying in GA. URLs that are auto-tagged by AdWords do get a gclid parameter appended, but GA strips that off before doing anything else so it doesn’t interfere with any type of match you have set up in Goals. The best way to check is just to go look at the URLs in your content reports. Those are the URLs that GA will be checking to see if they match your goal pattern. Bonus tip: Exact match is EXACTLY that… if you accidentally paste a space at the beginning or end of your pattern, NOTHING will match.

      • Dorcas Alexander

        Follow-up: I just re-read your Question 2 and realized that you seem to be talking about 2 goal definitions in GA. So if you have, for example, Goal #1: Contact Us and Goal #2: Submit Form, and the visitor reaches both URLs then there will be 1 goal completion for Goal #1 and 1 goal completion for Goal #2. My first answer applies to a different example, which is if you only have one goal defined that matches multiple URLs. For example, say you have Goal #3 and you write a Goal URL that matches either contact-us or thank-you.aspx (which you could do, using a regular expression), then even if a visitor reaches both URLs in the same visit, GA will only count one goal completion for Goal #3.

  • Hi Dorcas
    I am trying to set up a goal and would like to use the ecommerce tracking to assign the goal value to it.
    You mentioned that the goal value has to be left blank. However, when I turn “value” to “on” and leave the value-field blank, then I always get an error saying that the goal value is invalid. Why is that happening?
    Thanks for your help in advance!

    • Dorcas Alexander

      Hi Daniel, You cannot connect ecommerce transaction value directly to goal value. Keep in mind that transaction values are included everywhere in GA that refers to “conversion value”… GA adds total goal value plus total transaction value to get conversion value. So when you want to evaluate traffic or visitor dimensions according to conversion value, simply switch to the ecommerce tab in traffic or visitor reports. You keep the goal value blank, i.e. zero, in order not to inflate conversion value. Goal value has to be a fixed number (or in the case of events, the event value), so if you turn goal value “on” then GA expects you to fill in the blank. Leave goal value off for transaction goals, and use the transaction value instead of the goal value by looking at ecommerce metrics instead of goal metrics.

Contact Us.

Follow Us



We'll get back to you
in ONE business day.
Our Locations
THE FOUNDRY [map] LunaMetrics

24 S. 18th Street
Suite 100

Pittsburgh, PA 15203


4115 N. Ravenswood
Suite 101
Chicago, IL 60613


2100 Manchester Rd.
Building C, Suite 1750
Wheaton, IL 60187