Just want to understand which points you track for an experiment, how many goals you set and your thinking behind goals etc. Doing a little research for a new blog post.
I like to focus on the deepest metrics in the funnel that you can practically optimise for. It's normally thing like:
Unique sales, visitor loyalty and stickiness.
These metrics tend to be more indicative of long term value. For instance, if you were to focus on driving visitors into the the next step of the funnel you may be in danger of driving dead clicks without qualifying them.
The other metrics earlier in the funnel are helpful for understanding what's going on as well though... And you're not always guaranteed to get significant data for the macro goals.