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What are Goals and Conversions?
Unfortunate Colliding Terms
All Websites Should Have Goals
Why Do Goals Matter for User Experience?
Goal Reports in Google Analytics
Reverse Goal Path
Funnel Visualization Report
When Do You Use These Reports?
Finding the Right Things to Measure as Key Performance Indicators
What Should You Measure?
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?
What Can You Measure On a Website that Can Constitute ...