# Goals and funnels

> Turn pages and events into the steps that matter: goals with wildcards, funnels of up to eight steps, and what converting means across odo.

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](https://odo.gg/docs/sales-to-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](https://odo.gg/docs/mcp-tools#analyze-funnel).