Google Analytics Guide - Manual (Page 18)

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Benefits of Goals
• Easily see how many visitors reach a page
• Understand where visitors may be falling off the path along the way
• Use this information to improve site content and design
• Goals help you make smarter decisions about your marketing efforts
by telling you:
• Which marketing campaign or referral converted the most visitors
• Geographic location of converted visitors
• Keywords that lead to goal conversion
There are lots of benefits of goals. Goals enable you to easily see how many
visitors reach a certain page and understand where visitors may be losing
interest and falling off the path along the way. You can use this information to
improve your site’s content and design.
Goals help you make smarter decisions about your marketing efforts by telling
you:
• Which marketing campaign or referral brought the most converting visitors
• The geographic location of converted visitors
• The keywords that lead to goal conversion