Before we set up a goal in Google Analytics, let’s draw a distinction between two types of goals: business goals and Google Analytics Goals.
Business goals are actions you want your user to take on your website. Each time a user completes one of your business goals, we call this a “conversion.” This could be signing up for a newsletter or buying a product.
But in Google Analytics, you use a feature called “Goals” to track these conversions. Once you configure Goals, Analytics will create conversion-related metrics. like the total number of conversions, as well as the percentage of users that converted. We refer to this as the “conversion rate.”