# Conversions

The Web Analytics **Conversions** page shows which visits turn into goals, such as a sign-up or a purchase. It also shows the sources, pages and devices that bring these visits, so you can do more of what converts.

## Before you start [#before-you-start]

- Install the Web Analytics script. See [Analytics script](/connect/analytics-script). Without the script, the page shows **Install Web Analytics to see which visits convert**.
- Verify the domain. See [Verify ownership](/getting-started/domain-setup/verify-ownership).
- In the sidebar, select **Web Analytics** > **Conversions**.
- Select the dates in the filter dock. You can also turn on the comparison with an earlier period.
- Owners and admins can add, change and delete goals. Members see the goals read-only.

## Goals and conversions [#goals-and-conversions]

A goal is a page or an event that means success on your site, such as a thank-you page or a sign-up. A visit counts as converted when it does the goal at least once. A visit counts once per goal, also if it repeats the action.

If your shop sends orders to Web Analytics, **Orders** and **Revenue** count as conversions without a goal. To send shop events, see [Analytics script](/connect/analytics-script).

Steps that readers follow in order are funnels. Funnels are on [Journeys & Funnels](/web-analytics/journeys-and-funnels).

### Conversions with no goals [#conversions-with-no-goals]

If you have no goal and no shop orders, the Web Analytics **Conversions** page shows **Add a goal to see which visits convert** with the chip **No goals yet**. Owners and admins can click **Add a goal**. Your existing visits are counted as soon as you add the goal.

## Add a goal [#add-a-goal]

1. On the **Conversions** page, click **Add a goal**.
2. In **Name**, enter a name, for example `Newsletter sign-up`.
3. In **A visit converts when**, select **A page is viewed** or **A custom event is sent**.
4. For a page, select **Is exactly** or **Starts with**. Then enter the **Path**, for example `/thank-you`.
5. For an event, enter the **Event name**, for example `newsletter_signup`. Use the name that your site sends with the tracking script.
6. Optional: in **What one conversion is worth**, enter a number, for example `50`. Then select the **Currency**.
7. Click **Add goal**.

A toast says **Goal added**. You can have up to 20 goals for each domain.

### How goals are counted [#how-goals-are-counted]

| Rule | Meaning |
|---|---|
| A visit | Counts once per goal |
| A page goal | Ignores the query (`?`) and a trailing slash |
| **Starts with** | Also counts the pages below the path |
| A goal's value | Your number multiplied by the visits that convert |

The value is an estimate, not a measurement. For this reason, Web Analytics shows it with **about**, such as **Value (about)**.

## Conversion figures and chart [#conversion-figures-and-chart]

The Web Analytics **Conversions** card shows one tile for each goal, and **Orders** and **Revenue** if your shop sends orders. Up to four tiles show. Other goals are in **More goals**. Click a tile to plot it on the chart.

| Tile | What it counts |
|---|---|
| A goal | The visits that did the goal, and the share of visits |
| **Orders** | Completed orders, counted once per order, from visits that VitalSentinel can follow to a source |
| **Revenue** | Money from those orders. The note says **Attributed to a source** |

Ecommerce also counts orders from visitors who asked not to be tracked. So [Ecommerce](/web-analytics/ecommerce) can show more orders than Conversions.

With the comparison on, each tile shows the change and the old value. If the comparison period has no data, the tile shows **No data in the comparison period**. If the comparison fails to load, a note says **Couldn't load the comparison period**. Click **Try again**.

The chart can show downtime from Uptime Monitoring. If the range includes today, the last point shows **Today so far**. Use the control above the chart to show the data by hour, day, week or month.

## Why conversions moved [#why-conversions-moved]

When the comparison is on, the Web Analytics **Conversions** page explains the change for the goal on the chart. A sentence names the change, such as **Sign-ups rose 12% (40 more than the period before)**.

Tiles split the change into parts:

- **From visits**: more or fewer people visited.
- **From conversion rate**: a higher or lower share of visits converted.
- **From order value**: the average order was bigger or smaller (only for orders and revenue).

The parts add up to the change. A part is not a cause. If you use filters, a note says **Why conversions moved looks at the whole site**. Clear the filters to see the explanation.

### What explains the change [#what-explains-the-change]

The table **What explains the change** shows segments, such as sources or devices, with the biggest move first. Its columns include **Share of the change**, **Visits** and **Conversion rate**. Small segments are added together in one row, so the rows add up.

The list **What else happened** shows changes on your site from 3 days before the dates to 1 day after them. Examples are site changes and Google updates.

If a browser or system converts far below the rest of its device, a warning names it. If RUM Monitoring is not connected, the warning suggests **Connect RUM Monitoring** to see if JavaScript errors explain it.

## Where conversions come from [#where-conversions-come-from]

The Web Analytics card **Where conversions come from** splits the conversions of one goal by **Source**, **Campaign**, **Landing page**, **Country**, **Device** or **Browser**. Select the goal in the list next to the title.

A conversion counts for the visit that made it: its own source, campaign and first page. Web Analytics does not follow a person across visits. A sale days after the first visit counts for the visit that bought.

| Column | What it shows |
|---|---|
| **Visits** | Visits that started on this row |
| **Conversions** | Visits from this row that converted |
| **Rate** | Conversions per hundred visits |
| **Against the site** | The row's rate against the whole site. 1x is level with the site |
| **Value** or **Value (about)** | Money from orders, or the goal value times conversions |

A **Worth fixing** chip marks a row with many visits that converts at less than half the site's rate. If the goal had no conversions, the card shows **Nothing to split yet. Widen the dates or check the goal's definition.**

## Landing pages that earn [#landing-pages-that-earn]

The Web Analytics card **Landing pages that earn** lists the pages where visits begin, ranked by how often a visit converts. If the goal has a value, it ranks by what one visit brings in.

The columns are **Page**, **Value per visit**, **Visits** and **Conversions**. Only pages with at least 20 visits are ranked, so one lucky visit does not top the list.

## Goals card [#goals-card]

Lower on the page, the Web Analytics card **Goals** lists each goal with its definition, its conversions and its share of visits. A goal with a value shows **A value you set**.

Owners and admins see suggestions for new goals: busy custom events and thank-you pages from the last 30 days. Click a suggestion to add it. A toast says **Goal added:** and the name.

### Change or delete a goal [#change-or-delete-a-goal]

- To change a goal, click the edit button on its row. Change the fields, then click **Save goal**. A toast says **Goal saved**.
- To delete a goal, click the delete button on its row. In **Delete this goal?**, click **Delete goal**. Click **Keep it** to stop.

## Troubleshooting [#troubleshooting]

### Why does my goal show no conversions? [#why-does-my-goal-show-no-conversions]

Check the definition in the **Goals** card. For a page goal, the path must match. Use **Starts with** if the page has more parts after the path. For an event goal, the event name must match exactly the name that your site sends.

### Why does Conversions show fewer orders than Ecommerce? [#why-does-conversions-show-fewer-orders-than-ecommerce]

Conversions counts only orders from visits that VitalSentinel can follow to a source. Ecommerce also counts orders from visitors who asked not to be tracked.

### Why is the value shown as "about"? [#why-is-the-value-shown-as-about]

The value of a goal is the number you set multiplied by the converting visits. It is an estimate, not a measured amount.

### Why can I not add a goal? [#why-can-i-not-add-a-goal]

Only owners and admins can add goals. If **Add a goal** is not available, the domain already has 20 goals. Delete a goal first.

## Related [#related]

- [Journeys & Funnels](/web-analytics/journeys-and-funnels) - funnels with steps in order
- [Ecommerce](/web-analytics/ecommerce) - revenue, orders and products
- [Organic revenue](/google-search-console/organic-revenue) - what your Google clicks earn
- [Analytics script](/connect/analytics-script) - send custom events and shop events