Additionally, you can set up goals to transform your data. Setting up goals can create new metrics like conversions and conversion rate. For example, you can set up a goal to track sign ups. Each time someone signs up, it will be recorded in Google Analytics as a conversion. In “Admin” page, select the view you want to add a goal to and click “Goals”. Click “New Goal”. Input your goal name and goal type then click next step.

Let’s say that every time a person signs up they are sent to the page: /registration-complete.html. You can set that as your destination page URL. You can also assign a value. For example, if you sell a service that costs $15 you can set the value of each sign up to $15 giving your conversions a monetary value. Even if they do not pay right away and are just a prospect, you can set a monetary value to your goal. For instance, if on average 1 person out of 5 signups actually buy your service at $15 after signing up, you can set the value for each sign up to be equivalent to $3 per sign up since it takes 5 signups for one $15 conversion (5 * $3 per sign up = $15 conversion).