What are Different Types of Conversion Goals?

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In VWO, every action your visitor performs on the webpage can be tied to a goal to track visitor behavior during a test. A goal is triggered when the visitors perform the action defined by you on the webpage. The different conversion goals cover every possible action a visitor may take on your website.

ATTENTION Ensure that the VWO Smart Code is added on every page where your goals are running. Click here to learn how to add the tracking code.


Track Page Visits

Records a goal conversion when a visitor lands on the specified page URL. For example, if your goal is to check how many visitors land on the Products page of your website, you can select this goal type and enter the URL of the product page like www.example.com/products. VWO will tracks all visits to the page.


You can use advanced options such as Include/Exclude and pattern matching to define multiple URLs to track using this goal type. To learn about using different URL types for a goal, click here.

Track Form Submits

Tracks how many visitors successfully submit a form on your website such as Contact information, Enquiry, lead generation, event registration, and so on. Track Form Submits option requires you to add two URLs – the page where the form is available, and the page where the data is submitted.

ATTENTION If there are multiple forms on the same page with both the URLs same, VWO will record conversions for both forms together.


PRO-TIP If you are tracking two different forms on the same page, and the form data is also collected on the same page, you can use “Track Click on Elements” goal type to track each form separately. To track elements, you need to add a unique identifier (CSS class or an ID) for each element.

Track Click on Links

Tracks how many visitors click on a hyperlink inside a webpage. To ensure that all hyperlinks pointing to the same URL are tracked together, specify the target page of the tracked links.

ATTENTION If there are multiple hyperlinks on the same page which point to the same URL, the conversions for both hyperlinks would be counted together.


PRO-TIP If you are tracking two different hyperlinks on the same page which points to the same target URL, you can use Track Click on Elements goal type to track the links separately. To track elements, you need to add a unique identifier (CSS class or an ID) for each element.

Track Clicks on Elements

Tracks how many visitors clicked on an HTML element on a webpage. You can track clicks on menus, navigation bars, videos, images, and other elements using this goal type. To track an element, you will need to specify the URL of the page where the element resides and the exact CSS selector path for the element in the webpage DOM.


ATTENTION To track clicks on multiple elements on the same page, add a unique identifier such as a CSS class or an ID for each element.

You can also add the goal to track clicks on elements using VWO Visual Editor:


  1. Select the element you want to track for clicks.
  2. Click the Track Clicks option.
  3. The following widget pops up where you can define how you want to track clicks on the element. ve2
  4. By default, VWO opens a widget with pre-filled href of the link which you can change to a valid URL pattern. All anchor elements which match that URL pattern are tracked under the goal. Alternatively, you can create a new goal to track clicks on the element or add the goal to an existing click on element goal you have already defined for the test.

Track Revenue

To track revenue on your website, you need to add a small Javascript tag (in addition to the VWO smart code) on the page. You will define a value for the revenue and variable in the Javascript tag. Typically, the revenue value is available on the ‘thank­you’ page where the transaction is made. This ensures that VWO tracks only those transactions where revenue is generated.

track-clicks-on-revenue For example, consider an eCommerce site where users make purchases. You can track the revenue generated after the users submit the billing detail form successfully. To determine the revenue earned, you can simply define a revenue tracking goal for each successful submission of the billing form. To know more about implementing a revenue tracking goal, click here.

Track Custom Conversion

Tracks goal conversion which are not tracked through the previous goal types or track custom events, such as Ajax request completion.


For example, you can create a triggers custom conversion at URL goal for a pop-up event in your website. Since clicks on the pop-up event is not directly related to a normal click inside the website, creating custom conversion goal can help you track how many users view the pop-up.

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