Create and manage conversion goals
You'll track the page visits, clicks, or form submissions that matter to you, then use those goals to measure your campaigns.
A conversion goal lets you count an action you care about and measure your campaigns against it. For example, WorkForge (opens in a new tab) could track visits to its pricing page (opens in a new tab) or submissions of its demo form.
You'll need the RightMessage snippet on your website. Goal setup and aggregate reporting are available on Scale and Pro, and a trial includes them. The visitor-level Activity tab and CSV export require Pro. If the project moves to Grow, such as a trial ending on Grow or a downgrade, RightMessage stops tracking goals on your site and keeps them in your draft. Publish after you upgrade to track them again.
1. Choose what to count
- Open Conversion Goals under Personalize.
- Choose New goal.
- Under What should count as a conversion?, choose Page view, Click, Form submission, or JavaScript event.
Choose Page view when reaching a page is what matters. It's the default on the full creation page. Choose Click for a button or link, or Form submission for a site form or RightMessage form. Choose JavaScript event when your site's code knows a conversion happened, like a completed checkout: give it an Event key and call RM.push(['conversion', '<event key>']) from your site. See track conversions with JavaScript. An empty project also offers shortcuts for these four types.
Any goal can have an optional Value per conversion, such as an average order value. It's "Shown next to results. It never decides a winner."
For a submission goal, select the form itself, not just its submit button. A Click goal on the button counts clicks, even if the form isn't submitted.
What a form-submission goal tracks
A submission goal listens for a browser submit event that reaches the page and matches your selector. It doesn't confirm that your form provider accepted the submission.
Forms in a separate iframe, or custom forms that don't emit that event, need another measurable action. For example, you could track a real confirmation page with a Page view goal, or report the conversion from your code with a JavaScript event goal.
Counting a submission doesn't identify the visitor or copy fields into your email platform. Set up visitor identification separately. Installing the snippet doesn't enable every third-party form-capture integration.
Page views, clicks, form submissions and JavaScript events are the supported goal types.
2. Pick the element and pages
For a click or submission goal, choose Pick on my site under Pick what to track. The picker loads a copy of your page. Select the element, then review its CSS selector and the pages the picker added. You can select more than one element. Submission picking is restricted to forms.
A click on the selected element or anything inside it counts.
The copy may look or work differently from the live website. Check the chosen element on your actual page before publishing. If the copy won't load, see page loading troubleshooting.
Under Which pages?, choose your configured domain, a path operator, and the path where the action should count. For a single page, use Path is. A page-view goal for WorkForge's pricing page would use pricing.html on workforge.rightmessage.com.
The page-view field supplies the leading /. Leave the path empty with Path is to target your homepage. Paths can't contain spaces.
Choose Add another page if more than one page should count. A visitor only needs to match one listed rule.
Enter CSS selectors yourself
Expand Edit CSS selectors manually and enter selectors that exist on your site. Separate multiple selectors with commas. For example, #pricing-cta, .demo-link matches either target. Don't copy the example unless those selectors match your own elements.
Use Remove to remove an unwanted selected element. Click and submission goals need a nonempty, valid CSS selector before you can save them.
Choose a different page-matching rule
Each page rule lets you choose a configured domain or Any domain. On the full creation page, the first rule uses your first configured domain, or Any domain if you don't have one. It starts with Path is.
The operators are:
- Path is matches one exact path, such as
pricing.html. - Path is not matches any path except that exact path within the selected domain.
- Path starts with matches a shared prefix, such as
solutions/. - Path ends with matches a shared ending, such as
thank-you. - Path contains matches text anywhere in the path.
- Path does not contain matches paths without that text.
- Path matches wildcard matches a pattern, such as
blog/*/thank-you.
A new page rule uses the previous rule's domain. Because any listed rule can qualify, two exclusions are alternatives, not a combined list of pages to exclude.
Remove extra rules with their trash buttons. The editor keeps at least one rule. For click and submission goals, review the picker's pages or add a page manually before saving.
3. Name the goal and choose its campaigns
Attaching the goal gives your campaigns an action to measure. Once you publish, RightMessage records the goal's conversions across your whole site, whether or not a campaign uses it.
- Enter a Goal name you'll recognize, such as
Visits pricing page. - Under Measure it in these campaigns, select the campaigns that should track it.
- For a Page view goal, review Check against the last 30 days.
- Choose Create goal.
The goal opens with Overview and Activity tabs. You can save without selecting a campaign and attach it later. Either way, it starts counting after you publish. Until then, the goal shows why it isn't counting instead of stats.
The historical page-view check shows unique visitors who would have matched, matching recorded page views, pages matched, and recent matching URLs. RightMessage may suggest a goal name from the page title.
Only page views RightMessage recorded appear in that check. If nothing matches, check the domain, operator, and path. If the check is unavailable, that's a reporting error, not a count of zero visitors. Clicks and submissions can't be checked against past visits.
4. Check it and publish
Test the goal's page and visitor conditions, then choose Publish to review and publish your changes. This applies the goal and its campaign attachments to your site.
The historical preview doesn't make the goal live, and publishing doesn't turn past page views into goal conversions. Tracking starts once the goal is published.
Edit a goal or attach it to another campaign
- Open the goal from Conversion Goals.
- Choose Edit.
- Change its definition or campaign attachments.
- Choose Save changes, then publish when you're ready to apply them.
Existing attachments keep their positions. Saving doesn't reorder a campaign's primary goal.
The screenshot shows an existing pricing-page goal attached to two campaigns. Editing uses Save changes, rather than Create goal.
Set up the goal from a campaign instead
- Open Campaigns and select the campaign.
- Open Conversion Goals.
- Turn on Tracking beside an existing goal, or choose New goal.
- In the drawer, complete Goal Name, Type, and Applies To Pages. For clicks or submissions, also complete CSS Selectors.
- Choose Create for a new goal or Save for an existing one.
- Choose Publish to activate the changes.
The drawer calls the same three event types Page Views, Clicks, and Form Submits. A goal created there attaches to that campaign automatically. The full goal editor edits the first event of an existing goal and keeps any additional saved events.
The campaign's goal menu offers Make primary and Remove. Remove detaches the goal from this campaign without deleting it from the project.
With multiple goals, Judge this campaign on lets you choose Any goal or Primary goal. Any goal counts a visitor once when they meet any attached goal. Primary goal uses the primary goal for the campaign verdict and keeps the others as context.
Changing what a published campaign measures starts a new experiment version when you publish. Read warnings about goals with no events, no attachments, or duplicate event definitions. A duplicate warning doesn't merge goals for you.
See who converts
Open Conversion Goals to search by name, filter by type, or change report dates. The list shows goal definitions, campaign attachments, trends, conversion figures, the last conversion, and paused status. A goal that isn't counting conversions shows a tag in place of its stats. The list shows 25 goals per page. The empty state also offers How conversion goals work.
Open a goal's Overview for totals, Conversions per day, Where conversions came from, the trigger definition, and Latest conversions.
When a goal isn't counting yet
Every published goal records conversions, whether or not a campaign uses it. A goal counts from when your published site started recording it. When that date falls inside the dates you're viewing, its stats say Recording since that date, and earlier visits aren't counted. When a goal isn't recording, RightMessage shows why instead of zeros:
| If the goal… | The list shows | Overview and Activity show |
|---|---|---|
| Hasn't been published yet | Waiting for publish, "Stats start after your next publish.", and Review and publish | Starts recording after your next publish: "This goal is saved, but your live site doesn't record it yet. Publishing adds it and nothing else on your site changes.", with Review and publish |
| Is paused | Paused, with "This goal is paused, so its conversions are not recorded." | This goal is paused: "Its conversions aren't recorded while it's paused. Resume the goal to start counting again." |
Review and publish opens the review of your draft changes, so you can publish them.
Goal totals count each visitor once per local reporting day. Several conversions by the same visitor on one day count once. That visitor can count again on another day.
Campaign source rows count each visitor once across the selected dates. Someone can count toward several campaigns, so source shares can exceed 100%. Don't add the rows as though they contain separate people.
A goal can record a visitor who never saw an attached campaign. That conversion has No campaign context. To measure whether personalization helped, use campaign experiment decisions rather than treating every conversion as proof of lift.
Look up visitors and export a CSV
- Open the goal's Activity tab.
- Choose All conversions, Known people, or From a campaign.
- Search by email or visitor ID if needed.
- Choose a date range of no more than 90 days.
- Open a row to see that visitor's conversion history and campaign context.
- Choose Export CSV to download the filtered report.
The table shows Visitor, Campaign before converting, Came from, Converted, and Visits before, with 25 rows per page. The visitor drawer can show No campaign when no campaign exposure was recorded.
The CSV uses your dates, conversion filter, and search, not just the visible page of rows. It's named after the goal, such as visits-pricing-page-conversions.csv. Export is available when the report is ready and has matching rows. If it fails, try again once the report is available.
Computing, unavailable, and capped-range messages aren't zero conversions. Narrow the dates when the report asks for a smaller range.
Pause, copy, or delete a goal
Open the goal's actions menu on the list or detail page.
- Pause stops tracking in the draft. If active campaigns use the goal as their main measurement, read the warning before confirming Pause goal.
- Resume enables tracking again in the draft.
- Duplicate opens a new goal with a
(copy)suffix. It has new event IDs and no campaign attachments, so attach the copy where you need it. - Delete removes the goal from the project and every campaign attachment after confirmation.
Publish after pausing, resuming, editing, or deleting to change tracking on your site. Deleting a goal in the dashboard doesn't immediately remove it from the already-published site.