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Funnels Provide Greater Insights than Goals Alone
As essential as goals are in Google Analytics, they serve by themselves more as basic KPIs (key performance indicators) than as actionable starting points for conversion optimization. Most goal pages – such as a purchase receipt or a signup confirmation – are preceded by several other pages designed to drive towards the goal; funnel tracking allows you to begin isolating problems at any point in your visitors’ conversion paths so you can take meaningful steps towards optimization.
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