Analyze goal reporting

See which pages, traffic sources, and audiences drive visitor conversions.

Analyze tracking goals let you measure when visitors take actions you care about. Each time someone completes the action, it counts as a conversion. With Analyze goals reporting, you can review how often visitors convert, what page they viewed when they converted, and which traffic sources or audiences are driving results. These insights can help you fine-tune your site experience and boost conversion rates.

Accessing a goal’s report

By default, you’ll see results from the last seven days. You can adjust the date range with the date picker at the top.

To view a goal’s results:

1. Go to the Insights tab > Goals
2. Click a goal to review its results
3. (Optional) Filter by device with the All devices dropdown

Understanding the results

Results include:

• Conversion rate — the site’s overall conversion rate, spanning all applicable site pages. The conversion rate for the current period (e.g., last 30 days) is compared against the previous period (e.g., 31–60 days ago).
• Top converting pages — pages with higher conversion rates than the site average. Click the Analyze mode icon on a page tile to view site-level analytics and explore what’s working.
• Opportunities to increase conversion — pages with lower conversion rate than the site average. Click the Analyze mode icon on a page tile to audit the page and look for ways to test new ideas.
• Traffic sources — how visitors arrived on your site (e.g., AI chatbot, search engine, ad, email link). This data shows which sources drive the most conversions, helping you spot the most effective channels. Learn more about traffic sources.
• Audience information — where your visitors are based, their language, and which audiences drive the most conversions.

Taking action based on what you learn

Understanding what leads to conversions helps you refine your site and drive more results. Consider the following approaches.

• Guide visitors towards high-converting pages — feature top-performing pages more prominently. For example, if your “How It Works” page drives the most conversions, you could update the homepage to highlight that page so more visitors land there.
• Leverage and iterate on good ideas — audit your top-performing pages with Analyze mode. See what’s working (e.g., tone, design, layout, images, verbiage, etc.) and apply those types of ideas on other pages.
• Rework low-converting pages — audit and adjust pages that generate fewer conversions. For example, if visitors aren’t scrolling far enough to reach key calls to action (CTAs), consider moving those CTAs higher on the page.
• Invest more in high-converting traffic sources — review traffic sources to see which ones drive conversions, then dedicate more resources to those channels. For example, if AI chatbots are sending strong traffic, make sure your site pages are optimized for that source. Learn more about optimizing your site for AI.
• Personalize content for low-performing audiences — if a traffic source or audience segment consistently underperforms, consider tailoring their experience. For example, if visitors from a specific region convert less often, localizing your site for that region could help.

FAQs

How is conversion rate calculated?

Conversion rate is the number of conversions divided by the number of sessions for that time period. For example, if 30 conversions occur over 100 sessions, the conversion rate is 30% (30 ÷ 100 = 0.30).

• Overall site conversion rate — includes all conversions and sessions across eligible site pages
• Page-level conversion rate — includes only the conversions and sessions for that page
• Traffic source conversion rate — includes only the conversions and sessions from that traffic source across eligible site pages

Why isn’t a site page listed in the results?

A page must receive at least one conversion in the selected timeframe to appear in the results.