Setting up conversion goals

A conversion goal defines exactly what success means for a campaign within Conversion Studio.

When creating a goal, you specify a goal name, select a source to which the goal is linked (the goal is triggered only for the selected source), and define the final funnel conversion event, which is automatically suggested as the last event in that source’s conversion flow. Optionally, you can add a description to further clarify the goal for colleagues.

A crucial choice when creating a goal is the counting method: “Any event” counts every time the event occurs, while “Unique user” counts a user only once, regardless of how often they perform the conversion event. This choice directly impacts how you interpret your conversion metrics: for goals such as purchases, “Every event” is generally more logical, while for goals such as account creation, “Unique user” provides a clearer picture.