This article provides a Portal Overview of our Goals tab, explains what goals are used for and how to set these up.
Goals are a way of distinguishing normal user activity from activity that is of interest. You must define goals in order to track goal conversion. This could be a call that lasts more than a certain amount of time, a Page that denotes a user has filled in a contact form, or a call that finished in a sale of a specific value.
Infinity sets you up a suite of goals as standard so you are able to measure the effectiveness of your calls straight away. The goals we set up are:
Call Qualified - Any call that has been bridged for 1 minute or more, the bridge time starts when the call is connected to your business.
Call Connected - This is any bridged call that has been connected to your operator/phone system, however it has not reached the call qualified length of 1 minute.
Call not Connected- This is any call that has not been connected to your business.
Simply email firstname.lastname@example.org to update any of the above.
There are a few ways to set up goals based on when certain rules and criteria are met. These are usually based on the below:
- Call Duration
- URL based rules
- Custom Triggers sent
- Call Rate action based
As with the Infinity suite of goals, you can set goals based on how long a call lasts. You can discuss this further with the Support Team.
URL Based Rules
You may want to use a URL based goal when a specific location loads on your site. An example of where you may use this method of goal configuration is when you have a unique URL for a 'Thank You' page for submitting a form or making a purchase. Please send the URL would like to be shown as a goal to the Support Team and they will set this up for you.
Custom Trigger Sent
To let us know when a point of interest has been hit on your site, you are able to send us a custom trigger so you can see these actions in the visitors trace. Once you have created your Custom Trigger, you will need to let us know the criteria so that we can setup a corresponding goal if you would like to see these actions as goals. Please do see our in depth article on setting Custom Triggers.
Call Rate action based
You are able to create goals using the action of the Post Call Rating option selected. This will show in the visitors trace as an action after the call has finished. You are able to update these Post Call Ratings in the call log and each rating will show as a separate action and goal (if applicable) in the visitors trace. We have much more information on Post Call Rating here.
When setting up tracking goals in Infinity, de-duplication rules will need to be considered. How you de-dupe each goal is dependent on the installation’s business model and marketing objectives.
Please note, you are only able to de-duplicate on a goal by goal basis. Infinity Tracking is event based, therefore no goal event can be altered after the event has occurred.
Any combination of trigger fields can be used to de-dupe tracking goals. These are the most common de-duplication options:
Visitor ID only
This means that only one goal will count per Visitor in a chosen date range. You would use this if you only want the first Visitor interaction to count as a goal, even if they go on to have other interactions.
Visitor ID & Goal ID
This means that only one goal of this particular goal type will be counted for each Visitor.
Visitor ID & Transaction Reference
If tracking activity on a site with an e-commerce element, you might want to de-dupe by Visitor ID and Transaction Reference. This would mean that the specific transaction would only be counted once for that Visitor, but the Visitor could score the same goal again if there was a different transaction reference. This helps with systems that may erroneously fire in the same transaction twice.
Visitor ID, Goal ID & Transaction Reference
This would again be relevant for an e-commerce site which allows for multiple purchases within one transaction. A client may want to set goals for each product type they sell and manage the campaign according to those multiple products, firing these into Infinity within one transaction (giving one Transaction Reference). Otherwise it means that only the first trigger that is fired would be a goal (as the Visitor ID and Transaction Reference are the same). Having all three criterion means that for each goal with that Transaction Reference, for a particular Visitor, can be recorded once.
Please note: Each goal type’s de-dupe rules only apply to triggers that match that particular goal. However they can take into account triggers matched by other goal types. For example, for a goal de-duped by Visitor ID only, it will only be considered non-void if the Visitor hasn't had ANY goal type before, but would still allow the Visitor to have other non-void goal types.
In Infinity you can set goals as either 'converting' or 'non-converting'. This is for reporting purposes in the PPC analysis tab and PPC reports available on Professional & Enterprise packages only.
Setting goals as either converting or non-converting is essentially assigning your goals to a 'group' and allows you to see your goals grouped under the PPC analysis tab and also you access to the Top 200 Convertors report.
You want to set your more important goals, or the ones you are currently managing PPC to, as converting. This allows you to see how your keywords are performing for the 'converting' group of goals against the goals that you have set that are not converting.
You have the option to add values to your Goals to enhance your reporting capabilities. We would suggest you do this to further enrich your PPC analysis data. You can only assign one set of Goal Value rules per Infinity Goal.
You can add a goal value in 2 different ways:
Goal value is equal to 100% of the transaction value - This would mean the goal value would be the same as the transaction value that was sent in with the trigger
- Fixed Value - If you have completed analysis around the Sales funnel and identified the CPA for each funnel stage you are able to add these values to the goals you have set.
Goal value is 100 and currency is USD - This would mean that each goal is worth $100.
Please contact the Support Team with the goal you want to add value to and the value itself.
You can see where these goal values come into play within the PPC Analysis tab which you can read an in depth article about by browsing to the Portal section of the Knowledge Base.
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