Site goals in Optimize

Learn what site goals are and how they help Optimize measure your site's overall performance.

A site goal is the one conversion metric that matters most to your business — think total leads, total revenue, or demo requests. A site goal is the north star Optimize needs to coordinate experiments across your entire site, not just a single test. Instead of digging through individual optimization reports, Optimize also surfaces your site goals right on your Optimize Overview, so you always know how your CRO program is performing against what actually matters.

What is a site goal

A site goal represents your business's most important conversion — the metric that tells you whether your website is actually working for you. Unlike a goal scoped to a single optimization, a site goal lives at the site level and applies across your entire site and all optimizations.

Any click goal, page view goal, or custom goal can be marked as a site goal. Marking a goal as a site goal doesn't change how the goal itself tracks conversions — it just promotes it to represent your site's top-level performance.

Common examples of site goals include:

• Total leads — the combined count of every lead-generating conversion across your site
• Total revenue — the combined value from purchase or transaction events
• Demo requests — completed requests to book a product demo

Why site goals matter in Optimize

Without a site goal, each of your optimizations runs and reports on its own, with no way to see the bigger picture. Site goals close that gap.

• Coordinated AI across your whole site — with a site goal in place, AI-optimized optimizations can evaluate and prioritize experiments against the metric that matters most to your business, instead of optimizing one test at a time
• Unlock your Optimize Overview (Enterprise plans) — your performance snapshot only appears once a site goal is set up, giving you a single view of how your entire CRO program is impacting the business

Including monetary values

You can add monetary values to your site goals to see the financial impact of your conversions. For example, if you assign $40 to a subscribe button, your results will show the value tied to each conversion — 100 conversions would equal $4,000 earned.

How site goals connect Optimize and Analyze

If your site also uses Analyze, any site goal you set up in Optimize is automatically recognized in Analyze too (and vice versa). That means the same north-star metric you're optimizing toward also shows up on your Analyze Site Overview, so you get one consistent view of what's converting no matter which product you're in.

Setting a site goal

A site goal isn't a separate goal type of its own — it's an existing goal marked to represent your site's top-level conversion.

Integration goals (track form submissions as site goals):

• Marketo forms
• HubSpot forms

New goal (track newly created goals as site goals during the creation flow):

• Create click goals
• Create page view goals
• Create custom goals

Existing goal (track an existing reusable goal as a site goal):

1. Go to the Insights tab > Goals
2. To the right of a goal, click the Options icon
3. Select Track as site goal

Managing site goals

Site goals are managed from Insights tab > Goals. Here, you can add a value, edit, or remove, or delete site goals. 

1. Go to the Insights tab > Goals > Site goals section
2. Hover over a site goal and click the Options icon
3. Choose an option:
   • Rename — edit the goal's name
   • Edit goal — make adjustments to the goal
   • Add value — if no site goals have values yet, you can choose this to add values (e.g., $50)
   • Change value — if values are already set, you can choose this to change those values
   • Remove value — if values are already set, you can choose this to remove all site goal values
   • Remove as site goal — stop tracking this goal as a site goal
   • Delete — choose this to delete a site goal