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How to optimise your goals in Google Analytics

How To Optimise Your Goals In Google Analytics
Lauren Mccue
by Lauren Mccue

​Having a business strategy is pointless without setting clear KPIs. The same goes for marketing. If you have no measurable milestones that will support the business strategy (and indeed has informed the business strategy) then the business cannot pull in the same direction and marketing will have no measure of success. So why wouldn’t you want to get to grips with setting up goals on Google Analytics - regardless of whatever other tools you use, Google will remain the one point of truth. And it’s free!

So what are these goals? Essentially, there are four main types of goals in Google Analytics:

  • Destination

  • Duration

  • Pages/screens per session

  • Event

Now if you consider your KPIs such as ‘we need X number of candidates registered this month,’ you can merge your KPIs with your Google Analytics goals. You can create up to 20 goals within your account, so it’s best to set broad goals.

For example, instead of a goal being ‘number of visitors who applied for the job advertisement for a kitchen porter,’ have something more general like ‘number of visitors who applied for a job within the hospitality sector in June.’

Now it’s time to consider what goals are essential for recruiters. It’s easy enough to take advantage of all goal types to ensure you’re getting the most accurate results for your KPIs.


A destination is a goal type centred around whether your visitors are landing on a certain page.

This could be as simple as a goal for when visitors land on a ‘Thank you for uploading your CV’ landing page. You could go more in-depth with the destination type to analyse how many of your visitors are viewing the blogs/resources sections of your website.


Duration focuses on how long a visitor stays on a specific page. This type of goal is mainly used to measure engagement. Say, for example, you publish new content regarding interview hints and tips. You may want to see the average time that visitors spend reading it which helps evaluate whether your content has been valuable.

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