Off-site conversion tracking

Learn how to capture off-site conversions for Analyze/Optimize goals.

Off-site conversions track actions that happen outside your Webflow site. Use them when your customer journey continues beyond your website — whether that’s processing a signup in your CRM, or tracking an in-app purchase. You can connect those downstream actions back to what happened on your site, and have a more complete picture of which of your optimizations led to real business results.

How off-site conversions work

You will need to generate an authorization token, and create a custom goal in Webflow. Your developers will need to configure Webflow’s APIs to send off-site conversions back to Webflow, so that conversions can be counted towards your custom goal.

Here’s the big picture of how it will all work:

1. A visitor comes to your site
2. The client-side API captures their user ID
3. Later, the visitor converts outside your site (e.g., in your CRM)
4. Your backend triggers the server-side API to send that conversion data to Webflow
5. Webflow validates the data (authorization token, timestamps, etc.)
6. The verified conversion is attributed to the optimization that the visitor viewed

Step 1: Generating an authorization token

First, you'll need to create an authorization token. This token acts like a security pass to ensure only approved data is recorded. Your dev team will include the token with every server-side API request.

Open your site in Webflow, then:

1. Click the Insights tab > Tracking
2. Click Create token by “off-site conversion goal token”
3. Enter a name for the token
4. Click Create
5. Click the Options icon to the right of the new token and click Copy token

You will give this token to your developers in Step 3, so paste it in an email or document that you will share with them.

Step 2: Configuring the custom goal

Next, you’ll create a custom goal and provide your developers with the Event Name and Code Snippet, along with the documentation they’ll need to proceed.

1. Create a custom goal for off-site conversion
2. Publish your site
3. Provide your developers with the following info:
   • Off-site authorization token from Step 1
   • The Event Name and Code Snippet
   • The developer documentation to configure off-site conversions

Step 3: Your development team configures the APIs

Your developers will need to configure both the client-side API and server-side API to send off-site conversions back to Webflow, so that conversions can be counted towards your custom goal.