Step 3: Define a Conversion Goal

A goal is a web site page which a visitor reaches once she or he has made a purchase or performed some other desired action, such as a download or user registration. Before Urchin can calculate goal conversion metrics, you must define one or more goals within your campaign profile.

What is my campaign profile?

Your campaign profile is the profile from which you intend to run campaign reports.

• If you have never used Urchin before, you will first need to create a basic profile. Follow the instructions in Urchin Administration-->Profiles-->Working with Profiles, then follow the instructions in this article.



• If you have already defined a profile, follow the instructions in this article to enable the profile for campaign tracking and create a conversion goal.

Enable a profile for campaign tracking and create a conversion goal

1. Sign on as Administrator and, in the Admin Interface, click Configuration.
2. Click Urchin Profiles-->Profiles.
3. Click the Edit key next to the profile you wish to edit.
4. In the Profile Settings tab, click the Campaign Website radio button and click Update.
5. On the Profile Filters tab, make sure that the following filters are applied:
   • Decode UTM Campaign Content
   • Decode UTM Campaign Name
   • Decode UTM Campaign Source (Medium)
   • Decode UTM Campaign Source (Medium) Term
   • Decode UTM Campaign Term
     
     If these filters are not applied, click Add.
     The Filter Wizard appears.
     Select Pre-Configured Filter radio button and press Next. Select the filters listed above in the Available Filters area, move them to the Applied Filters area, and click Finish. On the Profile Filters tab, click Update.
     
     
6. In the Reporting tab, add a Primary Goal Match, a Primary Goal Field, and click Update.
   
   Urchin logs a goal completion each time that the Primary Goal Field matches the value specified in Primary Goal Match. Any POSIX regular expression may be entered in the Primary Goal Match field.

   For example, if you select "request_stem" from the drop-down menu as the Primary Goal Field and enter "/downloads" as the Primary Goal Match, Urchin logs a goal completion each time the request_stem (i.e. request URI without query information) has a value of "/downloads".

   The field "request_stem" is the most common Primary Goal Field used, however, other fields may be used as well. For a complete description of fields, read Reference-->Regular Field List.

Setting Multiple Goals

It is possible to set multiple goals in the Primary Goal Match field. For example, entering the following in the Primary Goal Match field and "request_stem" in the Primary Goal Field:

/((forms/(downloadarea|registerarea)_confirmation)|special/profile_form))\.asp

will tag the following pages as goals:

• /forms/downloadarea_confirmation.asp
• /forms/registerarea_confirmation.asp
• /special/profile_form.asp

You may enter any POSIX regular expression, up to 255 characters in length, in the Primary Goal Match field.