Goals are how Infinity separates normal visitor activity from the activity you care about, such as a qualified call or a visitor reaching a contact form. This guide explains how call tracking goals work in Infinity, the standard and custom goal types you can use, how to set up a URL based goal, and where to find goal data in your reports and logs.
Goals are a way of distinguishing normal user activity from activity that is of interest. You must define goals in order to track goal conversion. This could be a call that lasts more than a certain amount of time, a page that shows a user has filled in a contact form, or a call that finishes in a sale of a specific value.
There are a variety of goal types that can be set up in the Infinity Platform. Some goal types are considered custom goals, and these need additional integrations, purchases or configuration.
Infinity goals can be pushed into other platforms through Infinity integrations, for example Google Analytics, along with call data. They are passed as events. Google can then match the call and goal event within Infinity with your customers' on-site journey data.
These are the 'out the box' call tracking goals we provide:
Custom goal types give you more control over how your call tracking goals are measured. These are the custom goal types:
To avoid duplicating data in goals, the following must be considered:
The Infinity Platform provides a wide range of reports that give you full visibility of your Infinity goals and call goals. You can also see the marketing information related to each goal, and identify the campaigns and keywords that lead to it being triggered.
A URL based goal triggers when an onsite visitor reaches a particular page that you have defined. This type of goal is not a call goal. It shows in Infinity as an online goal type, because it does not need a call to take place before it triggers.
You can set up a URL based goal directly in the Infinity Platform. It is self service. If you would like advice or further guidance, contact support@infinity.co.
To set up a URL based goal, follow these steps:
Next, select a match method for the URL you are going to enter. This defines how accurate the URL has to be to trigger the URL goal.
Then enter the URL to Match. This is the URL that triggers a goal every time a user lands on that page on your site.
Finally, select Create. Your new URL based goal is set up and active.
To delete, deactivate or edit an existing goal that is not URL based, contact Support@infinity.co.
You can access the Goals Overview report by selecting Goals > Overview. This report breaks down how your call tracking goals perform over time. It helps you see the difference between call and online goals, if you have both configured. You can analyse trends in goal behaviour, and use the data to inform marketing decisions by understanding when goals peak and which goals trigger most often.
Understanding when customers complete key interactions is part of any digital marketing strategy. It is also important to know which marketing channels drive them. The Goals Acquisition report shows goal performance channel by channel.
You can access the Goals Acquisition report by selecting Goals > Acquisition. In this report you can see goals and call goals by channel over time. Use the date range and trend analysis features to focus on different sets of data.
This report is where you find data on your top performing channels for both call and online goals. It also gives a detailed goal breakdown by channel, as shown below. This gives you a solid foundation for finding goal and sales optimisation opportunities in Infinity.
The Goals Log shows every individual call tracking goal triggered within your chosen date range. You can drill down into the customer behaviour behind each one.
You can access the Goals log by selecting Logs > Goals. To review different goal types, select the green Add Filter button, select the Goal filter option, and then choose the goal type you want to view. The log then shows only the goals that match that type.
To see the marketing information for a single goal, select the arrow next to it. The arrow for the first goal is highlighted below.
To expand all goals so they show their marketing information, select the master arrow at the top left of the log.
You can view the visitor traces for these goals, where available, by selecting the globe icon next to the goal. This helps you understand the customer's journey before conversion. You can read more in our Visitor Trace guide.
The Goals Log gives you vital insight into how customers take action. It can show which marketing campaigns and channels drive customers to convert.
Do URL based goals need a call to trigger?
No. A URL based goal triggers when an onsite visitor reaches the page you have defined. It shows as an online goal type, not a call goal.
Can I edit or delete a goal?
Goals that are not URL based can be deleted, deactivated or edited by contacting support@infinity.co.
Where can I see which channels drive my call tracking goals?
Use the Goals Acquisition report, found under Goals > Acquisition. It shows your top performing channels for call and online goals, with a breakdown by channel.
For more on the call data behind your call tracking goals, read our guide to the Calls Log. If you're still stuck, get in touch with your account team or email support@infinity.co.