Goals and funnels

Goals and funnels turn visits into the steps that matter to you.

Goals#

A goal is a page or an event:

• A page, like /welcome, with up to four * wildcards. /blog/* matches every post: * stands for any run of characters, slashes too.
• An event, by its name, like Signup.

Add one on the Traffic dashboard: Goals → Add. The Goals card shows how many visitors reached each, the rate, and the revenue they brought. Tap a goal and the whole dashboard narrows to the visits that reached it.

Goals for earnings (the rings around the number) are another thing: a target for the day, month or year, set in Settings → Goals.

Funnels#

A funnel is 2 to 8 steps a visitor takes in order, each a page or an event: the product page, the checkout, then Purchase. The steps may happen across several visits, within the range on screen. Each step shows how many continued, and how many dropped off.

Add one on the Traffic dashboard: Funnels → +, then each step in order.

What converting means#

Conversion rate and revenue per visitor count paying visitors by default: visitors with a payment traced to their visits. Goals give you every other outcome: a signup, a demo booked, a download.

An AI assistant can follow any steps without setting a funnel up first, and read any goal, event or page as the outcome: see analyze_funnel in the MCP tool reference.