ABSTRACT
Chapter 9 shows how to use web analytics technology to create and track business goals. Conversion goals are the specific customer actions performed online that define business success. Typical conversion goals include clicking on advertisements, filling in a contact form, or clicking to buy. This chapter shows how to implement standard conversion goals in Google Analytics either as views of specific web pages or as actions such as clicks. The second major milestone in digital entrepreneurship is the creation of a working prototype, connected to web analytics and with defined conversion goals, that is ready to be tested on potential customers. The prototype implements the digital business design from the previous milestone and provides a means for testing that design.
