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What are conversion goals?

Conversion goals track the rate at which users complete a desired action. They answer questions like: What percentage of users who start the signup flow actually finish it? How many trial users convert to paid? Goals give you a clear, trackable number to improve over time.

Defining a goal event

A goal starts with choosing the event that represents a successful conversion. This should be an event you are already tracking — for example:

• signup_completed for measuring registration conversion.
• subscription_started for measuring trial-to-paid conversion.
• checkout_completed for measuring purchase conversion.

To create a goal:

1. Navigate to Goals in your analytics project.
2. Click New Goal.
3. Enter a name that describes the desired outcome, such as "Signup Conversion" or "Purchase Completion."
4. Select the event that represents the conversion.
5. Optionally add property filters to narrow the goal — for example, only count purchases above a certain amount.
6. Click Save.

Setting up funnels

Funnels show the step-by-step path users take toward a goal, revealing where they drop off. A funnel consists of two or more ordered events.

To create a funnel:

1. Navigate to Funnels in your project.
2. Click New Funnel.
3. Add events in the order users are expected to complete them. For an e-commerce purchase funnel, this might be:
   • Step 1: product_viewed
   • Step 2: cart_item_added
   • Step 3: checkout_started
   • Step 4: checkout_completed
4. Set the conversion window — the maximum time a user has to complete all steps. A typical window is 7 or 30 days.
5. Click Save.

The funnel visualization shows the number and percentage of users who completed each step, with clear drop-off rates between steps.

Tracking conversion rates over time

Once a goal or funnel is set up, you can track its conversion rate as a time series. This helps you answer: Is our conversion rate improving, declining, or staying flat?

To view conversion trends:

1. Open your goal or funnel.
2. Switch to the Trends view.
3. Select a date range and granularity (daily, weekly, or monthly).
4. The chart shows conversion rate over time, making it easy to spot the impact of product changes.

You can also add goal conversion rate as a chart on any dashboard for ongoing visibility.

Analyzing drop-off points

The most actionable insight from funnels is identifying where users drop off. For each step in the funnel, you can see:

• Completion rate — The percentage of users who moved from the previous step to this one.
• Drop-off count — The number of users who did not continue.
• Time to convert — How long it took users to move between steps.

Focus your product improvements on the step with the largest drop-off. Even a small improvement at a high-volume drop-off point can significantly impact overall conversion.

Segmenting conversions

Break down your goal or funnel by user segments to understand which groups convert at higher or lower rates. Common breakdowns include:

• Acquisition source — Do users from organic search convert better than paid ads?
• Plan type — Do free trial users convert at different rates than freemium users?
• Geography — Are there regional differences in conversion?

Best practices

• Start with your most important conversion — the one closest to revenue or core product value.
• Keep funnels focused on 3-6 steps. Too many steps make the analysis noisy.
• Review funnel performance weekly to catch regressions early.
• Use conversion rate trends alongside feature releases to measure their impact.