What are Goals and Conversions?
All Websites Should Have Goals
Why Do Goals Matter for User Experience?
Goal Reports in Google Analytics
When Do You Use These Reports?
Finding the Right Things to Measure as Key Performance Indicators
What Is the Purpose of the Company/Organization?
How Does the Website Fit in with This Purpose?
What Does the Company/Organization Want Users To Do on the Website?
What Specific, Measurable Behavior Shows that Users Took that Action?
Do Users Want To Do These Things?
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