# 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.

Available on the Scale and Pro plans.

A conversion goal lets you count an action you care about and measure your campaigns against it. For example, [WorkForge](https://workforge.rightmessage.com) could track visits to its [pricing page](https://workforge.rightmessage.com/pricing.html) or submissions of its demo form.

You'll need the [RightMessage snippet on your website](https://rightmessage.com/help/everything-you-need-to-know-about-your-rightmessage-tracking-script). Goal setup and aggregate reporting are available on Scale and Pro. The visitor-level **Activity** tab and CSV export require Pro.

## 1. Choose what to count

1. Open **Conversion Goals** under **Personalize**.
2. Choose **New goal**.
3. Under **What should count as a conversion?**, choose **Page view**, **Click**, or **Form submission**.

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. An empty project also offers shortcuts for these three types.

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.

Counting a submission doesn't identify the visitor or copy fields into your email platform. Set up [visitor identification](https://rightmessage.com/help/identifying-visitors-automatically) separately. Installing the snippet doesn't enable every third-party form-capture integration.

Page views, clicks, and form submissions are the supported goal types. Custom JavaScript event names aren't another goal type.

## 2. Pick the element and pages

For a click or submission goal, choose **Pick on my site** under **Pick what to track**. Select the element on your actual website, 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.

![Click goal controls with Pick on my site and the manual CSS selector field set to #pricing-cta](https://rightmessage.com/help/screens/reporting-goal-click.light.webp)

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. An unattached goal won't record conversions, even though new goals have tracking enabled.

1. Enter a **Goal name** you'll recognize, such as `Visits pricing page`.
2. Under **Measure it in these campaigns**, select the campaigns that should track it.
3. For a **Page view** goal, review **Check against the last 30 days**.
4. Choose **Create goal**.

The goal opens with **Overview** and **Activity** tabs. You can save without selecting a campaign and attach it later, but it won't track until it's attached and published.

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](https://rightmessage.com/help/best-practices-for-testing), then choose **Publish** to [review and publish your changes](https://rightmessage.com/help/publishing-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 needs a published goal attached to a campaign.

## Edit a goal or attach it to another campaign

1. Open the goal from **Conversion Goals**.
2. Choose **Edit**.
3. Change its definition or campaign attachments.
4. 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.

![Page-view conversion goal editor with pricing page matching, a descriptive goal name and campaign associations](https://rightmessage.com/help/screens/reporting-goal-setup.light.webp)

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**

1. Open **Campaigns** and select the campaign.
2. Open **Conversion Goals**.
3. Turn on **Tracking** beside an existing goal, or choose **New goal**.
4. In the drawer, complete **Goal Name**, **Type**, and **Applies To Pages**. For clicks or submissions, also complete **CSS Selectors**.
5. Choose **Create** for a new goal or **Save** for an existing one.
6. 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. It 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**.

![Pricing-page goal chart showing the number of conversions per day](https://rightmessage.com/help/screens/reporting-goal-trend.light.webp)

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](https://rightmessage.com/help/campaign-experiment-decisions) rather than treating every conversion as proof of lift.

### Look up visitors and export a CSV

1. Open the goal's **Activity** tab.
2. Choose **All conversions**, **Known people**, or **From a campaign**.
3. Search by email or visitor ID if needed.
4. Choose a date range of no more than 90 days.
5. Open a row to see that visitor's conversion history and campaign context.
6. 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.