We try to evaluate our goals at least every quarter to see if they still qualify as our most wanted response – and it is a lot less work than you would think – Sometime minor and rarely major adjustments are required – but most often nothing.

In most cases we anyway try not to redefine goals within a given analytics setup since changing goals often corrupts the value of the analytics setup.

When we change goals we most often add new profiles with these goals instead of adjusting the existing ones.

This provides us the possibility to maintain insight into our historical goals and enable us to rapidly shift focus when required.