How to choose goals and read conversion rates you can act on
Start with one or two goals that map directly to revenue or to a lead, not with everything that can be counted. For most sites the first goal is the page a visitor only sees after finishing something: the thank-you page after a contact form, the confirmation page after checkout, the welcome screen after signup. A page visit goal on that URL needs no code at all, so it is the fastest way to get a reliable number. Add custom events later for actions that do not load a new page, such as a file download or a click on a pricing button.
When you do add events, name them for the business outcome rather than the interface element. An event called signup still makes sense after a redesign; an event called green_button_click does not. Keep names short, lowercase and consistent, and attach a value only where it means money, as in eurometrics.track('purchase', {value: 49}). Reports stay readable when every event name answers the question of what the visitor achieved.
Because EuroMetrics works without cookies, attribution comes from the referrer and from UTM parameters on the landing visit. That has a practical consequence: any link you control, in newsletters, ads or partner posts, should carry UTM tags, otherwise a campaign click can show up as direct traffic or under a generic referrer. Use the same source and medium spelling every time, because newsletter and Newsletter will appear as two separate rows.
Read conversion rate next to volume, never alone. Here is an example with made-up numbers: a partner blog sends 40 visitors and 4 signups, a 10% rate, while organic search sends 2,000 visitors and 60 signups, a 3% rate. The partner looks better on rate, but search delivers fifteen times more signups, and 4 conversions are too few to call a trend. The useful action is to keep the partner link, then look at which landing pages convert best from search and send more of that traffic there. For multi-step flows, set up a funnel and fix the step with the largest drop before you spend more on traffic.