The latest Google Analytics update has one new feature that is extremely useful for information sites – Engagement Goals. For charity and nfp sites I have found that the traditional url based goals do not give a clear feedback if users find the site useful. The new goals, which are very easy to implement, are well explained here by Justin. Putting in an initial set of  Goals covering aspects of site engagement such as Time on Site and Page Views shows over time, by keyword, etc how interesting and useful visitors find your site. Before entering Goals it is useful to check the site average for the two main metrics and then take advantage of the `less than` feature in Goals. So for example if the average number of page views is  4.76 per visit you could set  the first Page View Goal at 3 and identify those who are below average. Note that while Goal names and parameters can be changed the data relating to the original goal will remain. So when you set up the Goal initially and specify a threshold of say 3 pages and later decide to up that to 5 pages viewed to achieve the Goal then the Goals achieved will be based on 3 pages for dates prior to the change.

Google Analytics Goals layout (click for larger image)

Sadly you can only include Event Tracking in Goals by using the `_track Pageview function`. This is for most users too complicated to implement – you have to involve the web dev or IT guys and we all know how busy those guys are. If you can track events eg downloads, sign-ups, feed subscriptions, phone call requests, etc then you have two great sets of Goals that you can measure progress with. By Source, Keywords, etc you can see first how Engagement is improving and then how visitors are acting on that engagement.

Goals achieved by Traffic Medium (click for larger image)

Remember that Goals are cumulative so that on the extreme right (above) the Goal Conversion Rate is the sum of all Goals achieved. If, as here, you have Goals of 2, 4 and 6 Pages Viewed then a Visitor who Views 6 pages will have achieved 3 Goals.

Implementing the new Goals is really easy and is a great step in understanding user behaviour.