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- How do I track custom events?
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- How do I record and watch session replays?
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- How do I build a retention report?
- How do I analyze how an event is distributed?
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- How do I read the lifecycle report (new, returning, resurrecting, dormant)?
- How do I compare attribution models for a conversion?
- All guides in this category
Still have a question?
Could not find it? A person reads every message, usually within a few hours on business days.
Chat with usShort answer
In Web analytics › Goals, click New goal and choose a Page goal (exact, prefix or wildcard path) or an Event goal (event name with optional property=value conditions). Turn on Track revenue to sum an amount property. The rate divides converters by all unique visitors in the range.
Short answer
Open Web analytics › Goals, click New goal, and choose a Page goal (a thank-you page or a section) or an Event goal (an event such as signup). Turn on Track revenue and name the amount property if the goal carries money. Conversions appear right away, with a breakdown by source, entry page, country and device.
The same goals appear in All-platform analytics › Business › Goals; editing either one changes both.
1. Pick the rule
| Goal type | Matches | Good for |
|---|---|---|
| Page | A path: exact, prefix or wildcard (*) | Thank-you pages, a section such as /blog/ |
| Event | An event name, with optional property=value lines (all must match) | Sign-ups, form submissions, downloads, app actions |
Wildcards are stars, not regular expressions, and property conditions are equality only. For app and mini program actions, use event goals.
2. Create the goal
- Web analytics › Goals › New goal.
- Choose Event and enter the event name, for example
signup. Add a condition such asplan=proif you only want one kind. - For money, turn on Track revenue and enter the property, such as
revenue. Amounts are summed as sent, without currency conversion. - Save. Owners, admins and analysts can create and edit goals; viewers can read them.
No event yet? Send one first: track custom events or track form submissions.
3. Read the results
- Cards: total conversions, people who converted, overall conversion rate and revenue.
- Rows: each goal with conversions, converters, rate and change against the comparison period.
- Breakdown: select a row to split it by source, entry page, country or device.
The rate divides converting people by all unique visitors in the date range, not by sessions, and not by people who reached a step. To see where people drop between steps, build a funnel.
Common questions
Why is the rate lower than I expected? The denominator includes every visitor, even those who never saw the form. Use a funnel for step-to-step rates.
Why does goal revenue differ from Commerce & revenue? Goal revenue sums a property on matching events. Commerce reads purchase and refund events into an order ledger and converts currencies. Use Commerce for order amounts.
Can I pause a goal? Turn off Enabled. The definition stays and it drops out of the totals.
Background: conversion tracking and micro-conversions.
See also: How do I compare attribution models for a conversion?.
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