You've Got to Have Goals
One of the simplest ways that you can get even more helpful information from your analytics is to create goals. If you have any contact forms on your website, then you have a potential goal to set up in Google Analytics (you can create up to four). The way a goal works is that you provide Google Analytics with the URL for the "Thank You" page a user would be directed to after filling out a contact form. By submitting this URL to Google, it will be able to track the number of users that complete forms in your analytics reports. Remember, because a human user actually has to complete a contact form, Google has no other way of knowing how many times a user gets to the "Thank You" page unless you provide the URL directly.
Most of the forms we build for our clients will already have two means of tracking their completion: The primary means is usually to store the completed form data in the database, and have it be viewable and retrievable using the CMS. The second way is to have an email alert be sent out to the webmaster every time a form is filled out. These are very helpful for keeping track of these contacts and following up with them, but adding the Google Analytics goal will provide even more value long term. For example, say you wanted to build a custom report in Google Analytics that showed you only visitors that came in from Google organic search results in the month of January that ended up filling out a contact form on your site. Without setting up the goal, your analytics report will be missing that last metric.
To set up a goal, log in to your analytics account and click 'edit' to the right of your website listing (see below):
Once you are in your profile view, you'll see the box titled "Conversion Goals and Funnel." You can add up to four goals (G1-G4). To add one, click edit to the right of any available goal slot (see below):
For a basic contact form goal, use the next screen (see below) to enter the URL for the "Thank You" page in the "Goal URL" field, create a name, and then submit. Google Analytics also allows you to specify a sequence of URLs if you want to divide your goal among steps in a transaction process.