Reporting

Goals and conversion tracking

You're personalizing your website and running campaigns, but how do you know what's actually working? That's where Goals come in.

Goals let you define the conversions that matter to your business, and then attribute those conversions back to specific campaigns and variants. Instead of guessing which headline or CTA drives more sales, you'll have real data.

What is a Goal?

A Goal is a conversion event you want to track. It could be a button click, a page visit, or a custom event fired from your own code. When a visitor triggers a Goal, RightMessage records the conversion and connects it to whatever campaign variant that visitor was shown.

This is what makes Goals powerful: you're not just counting clicks in a vacuum. You're measuring whether your personalization is actually moving the needle.

Types of Goal Events

RightMessage supports three types of goal events:

Click Goals

Track when a visitor clicks a specific button or link. This is the most common type. Perfect for tracking "Buy Now" buttons, pricing page CTAs, or any clickable element.

You select the element to track using a CSS selector or by pointing and clicking on your live site.

Pageview Goals

Track when a visitor lands on a specific page. Great for thank-you pages, checkout confirmations, or any URL that signals a meaningful conversion.

You just enter the URL (or URL pattern) you want to track. Wildcards are supported, so you can match /checkout/* or /thank-you* as needed.

Custom Events

For anything more specific, you can fire goal events from JavaScript using the RightMessage API:

RightMessage.track("purchased", { plan: "pro" });

This gives you full flexibility. Track form submissions from third-party tools, in-app actions, or any event your code can detect.

Creating and Configuring a Goal

To create a Goal:

  1. Head to Goals in the RightMessage navigation

  2. Click + New Goal

  3. Give it a descriptive name (e.g., "Clicked Buy Button" or "Visited Thank You Page")

  4. Choose your event type: click, pageview, or custom event

  5. Configure the event details (CSS selector, URL pattern, or event name)

  6. Save your Goal

Strategy tip: Name your Goals based on the business outcome, not the technical action. "Started Free Trial" is more useful than "Clicked Green Button" when you're reviewing reports six months from now.

Connecting Goals to Campaigns

Goals become most useful when they're linked to campaigns. When you create or edit a campaign, you can assign one or more Goals to it. This tells RightMessage: "measure this campaign's success by tracking these conversions."

Once connected, RightMessage attributes each Goal conversion back to the specific variant the visitor was shown. This is how you measure whether your personalized headline actually outperforms the default.

If you're running an A/B test with a control group, Goal attribution gives you a clear comparison: conversion rate for the control vs. each variant, complete with statistical significance.

For more on setting up campaigns, check out our website personalization guide.

Viewing Conversion Data

Head to your Dashboard to see how your Goals are performing. You'll find:

  • Overall conversion rate for each Goal

  • Per-variant breakdowns showing which campaign variants drive the most conversions

  • Statistical significance indicators so you know when you have enough data to make a decision

  • Time-series trends to spot changes over time

You can also view Goal performance directly from within a campaign's detail view, where you'll see side-by-side variant comparisons.

For A/B tests, RightMessage calculates confidence intervals, p-values, and lift percentages automatically. No spreadsheet required.

Strategy Tips

Start with one Goal per campaign. It's tempting to track everything, but a single primary conversion metric keeps your optimization focused. You can always add secondary Goals later.

Use pageview Goals for funnel tracking. Set up Goals for each step in your checkout or signup flow. This lets you see where personalized visitors drop off compared to the default experience.

Combine Goals with segmentation data. The real power is seeing which segments convert best on which variants. Maybe your "Agency" segment responds to social proof, while "Freelancers" prefer pricing-focused CTAs. Goals give you the data to back that up.

Give tests time. Don't call a winner after 50 visitors. Wait until RightMessage shows statistical significance before making changes. The dashboard will tell you when you have enough data.

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