Proper configuration of Goals in Google Analytics is a critical to the ability to make good business decisions.  Especially for those of you out there spending money on PPC, in order to make the best return on investment possible (and stop wasting your money), properly set up goals are a must.

In my humble opinion, Conversion Rate and Bounce Rate are two of the most important key performance indicators (KPIs).  As you can see below, when I configured Goal Conversions for a client, I was able to make the types of decisions necessary in their PPC account to drive conversions up and bounce rate down.