How to setup destination goal in Google Analytics?

As the name suggests, the destination goal is the goal to a particular destination.

In GA, this destination is denoted via a visit to a specific page(s) (pageviews) or viewing of a screen (screenview).

How Destination goal works?

This goal is recorded by Google Analytics when a user reaches a specific destination (often a visit to a particular web page or screen).

When to use Destination goal?

Use the ‘destination’ goal type if you want to track pageview or screenview as a goal.

This goal type is ideal for tracking those conversions where a user sees a ‘thank you’ page or ‘order confirmation’ page after completing a conversion.

For example, you can use destination goal for tracking newsletter signups or for tracking the number of orders placed on your website.

Prerequisites for using Destination goals

The web page that you use as a destination goal must have Google Analytics tracking installed and it should fire pageview/screenview on each page load.

If you are planning to use a screen name as a destination goal then you must first have an active mobile app tracking.

Screens in Google Analytics represent content, users are viewing within your mobile app. The equivalent concept in web analytics is a pageview.

Measuring screen view allows you to see which content is being viewed most by your users, and how they are navigating between different pieces of content.

How to set up ‘destination’ goal in Google Analytics?

Let us track number of orders placed on a website as a destination goal.

Follow the steps below:

Step-1: Find the URL of the ‘order confirmation’ page which is shown to a user when he make a purchase on your website. Your developer can share the URL of the ‘order confirmation’ page.

Step-2: Copy the request URI of the ‘order confirmation’ page.

The request URI is that part of the URL that comes after the domain name.

So for example, if the URL of the ‘order confirmation’ page is:

Then request URI would be: /order-confirmed/

Step-3: In your Google Analytics account navigate to the reporting view for which you want to set up the destination goal.

Step-4: Navigate to the ‘admin’ area and then click on ‘Goals’ link in the ‘view’ column:

Step-5: Click on the ‘+New Goal’ button:

Step-6: Select ‘Place an order’ goal template:

Step-7: Click on the ‘continue’ button:

Step-8: You should now see the ‘Goal Description’. You don’t need to change anything here. Just click on the ‘Continue’ button again:

Step-9: Paste the URI (and not the URL) of the order confirmation page in the text box next to ‘Equals to’:

Step-10: Switch on the ‘Funnel’ button and then add the funnel steps:

In Google Analytics, a funnel is a navigation path (series of web pages) which you expect your website users to follow, to achieve website goals.

A funnel is made up of a goal page(s) and one or more funnel pages (also known as the funnel steps).

Through funnels you can determine where users enter and exit the conversion/sales process.

You can then determine and eliminate bottlenecks in your conversion/sales process in order to improve the website sales.

You can set up to 20 pages as funnel pages in GA.


Step-11: Click on ‘Verify this goal’ link to test your goal set up:

When you click on the link, GA calculates a conversion rate for this goal based on your data from the last 7 days in your reporting view:

If GA is not able to calculate a conversion rate for your goal then it means it couldn’t find conversion data from the last 7 days in your reporting view. However don’t worry about that.

Step-12: Click on the ‘Save’ button.

You have now set up your destination goal in Google Analytics.

Related Articles:


Do you know the difference between Web Analytics and Google Analytics?

99.99% of course creators themselves don’t know the difference between Web analytics, Google Analytics (GA) and Google Tag Manager (GTM).

So they are teaching GA and GTM in the name of teaching Web analytics.

They just copy each other. Monkey see, monkey do.

But Web analytics is not about GA, GTM.

It is about analyzing and interpreting data, setting up goals, strategies and KPIs.

It’s about creating strategic roadmap for your business.

Web Analytics is the core skill. Google Analytics is just a tool used to implement ‘Web Analytics’.

You can also implement ‘Web analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.

Using Google Analytics without the good understanding of ‘Web analytics’ is like driving around in a car, in a big city without understanding the traffic rules and road signs.

You are either likely to end up somewhere other than your destination or you get involved in an accident.

You learn data analysis and interpretation from Web analytics and not from Google Analytics.

The direction in which your analysis will move, will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.

You get that direction from ‘Web analytics’ and not from ‘Google Analytics’.

You learn to set up KPIs, strategies and measurement framework for your business from ‘Web analytics’ and not from ‘Google Analytics’.

So if you are taking a course only on 'Google Analytics’, you are learning to use one of the tools of ‘Web analytics’. You are not learning the ‘Web analytics’ itself.

Since any person can learn to use Google Analytics in couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA.

You need to know lot more than GA in order to work in Web analytics and marketing field.

So what I have done, if you are interested, is I have put together a completely free training that will teach you exactly how I have been able to leverage web/digital analytics to generate floods of news sales and customers and how you can literally copy what I have done to get similar results.

Here what You'll Learn On This FREE Web Class!

1) Why digital analytics is the key to online business success

2) The number 1 reason why most marketers are not able to scale their advertising and maximize sales.

3) Why Google and Facebook ads don’t work for most businesses & how to make them work.

4) Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.

5) The number 1 reason why conversion optimization is not working for your business.

6) How to advertise on any marketing platform for FREE with an unlimited budget.

7) How to learn and master digital analytics and conversion optimization in record time.


My best selling books on Digital Analytics and Conversion Optimization

Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.

Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.

Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.

Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.

Himanshu Sharma

Digital Marketing Consultant and Founder of

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers' purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years of experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence. The Digital Analytics Association is a world-renowned not-for-profit association that helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

error: Alert: Content is protected !!