Setting goals

Page views and clicks are helpful, but what really matters is whether visitors are doing the things you want them to do. That’s where goals come in. 

Goals let you track specific user interactions (e.g. clicking a “Subscribe” button, opening a nav link, or accessing key pages) so you can monitor what’s converting and where to improve. 

Follow the steps in this help article to create a goal. Once active, the goal will appear on your Insights dashboard, making it easy to keep an eye on over time.

You’ll need Designer-level permissions or higher to create and manage goals.

Real-world examples of goals

Start with actions that matter to your users and your business. Here are a few good examples:

• "Sign up" CTA click: Track clicks on your primary call-to-action to measure how effective your homepage or hero section is. If clicks are low, try changing the button label, adjusting placement, or simplifying nearby content.
• Navigation to pricing page: Helps you see if users are progressing deeper into your product offering. Low clicks here might suggest your nav needs more clarity or your homepage isn’t guiding users effectively.
• Click on a contact or support link: Useful for service-based businesses or teams wanting to improve support access. High clicks here paired with high bounce might indicate users aren’t finding answers elsewhere on the site.
• Accessing learning resources or docs: Helps content and education teams track what topics are most useful. Track clicks on different content types to see what users are engaging with and adjust your content strategy accordingly.

You don’t need dozens of goals. Just track the actions that matter most to your visitors and your business. Start with 2–3 goals that align with your site’s purpose, and adjust over time as you learn what works.

Reading goal data

Once a goal starts collecting data, Analyze gives you a detailed view of how it’s performing over time — including conversion trends, top-performing pages, and where your visitors are coming from.

Conversion rate: Shows how often visitors completed the goal within a selected date range. The line chart compares performance between the current and previous period so you can quickly see growth or decline.

🖼️Screenshot of goal conversion rate 

Top converting pages: Highlights which pages are driving the most goal completions. Use this to identify what’s working (e.g. effective CTAs, layouts, or messaging) and apply those patterns across your site.

🖼️Screenshot of top converting pages with the Analyze mode icon highlighted

Opportunities to increase conversion: Lists pages that fall below your site’s average conversion rate for that goal. These are great candidates to audit or test changes using Analyze Mode.

🖼️Screenshot of opportunities to increase conversion

Traffic sources: Shows where visitors came from (e.g. search, AI, ads, email, or social) and how each traffic source contributes to your goal completions. This helps you see which channels drive high-quality traffic that converts. 

🖼️Screenshot of traffic sources

Audience information: Breaks down which audiences are converting most often, including location, language, and device. Use this to understand which visitors respond best to your content or design.

If you notice a popular locale with lower conversion rates, that could be a strong opportunity to use Webflow Localization. Translating content or tailoring the experience for that audience can help improve engagement and conversion.

🖼️Screenshot of audience information

Acting on goal data

Your goal reports don’t just show what happened, they help you decide what to do next. Use this data to guide your next round of improvements.

Assess overall conversion rate

Questions to ask:

• Are visitors completing these goals?
• What percentage of visitors tend to complete each goal?
• Which goals are more common or less common?

How you might apply this: Use this data to readjust your current goals or define new ones that reflect how your site is evolving.

Identify your top-converting pages or traffic sources

Questions to ask:

• What pages or traffic sources tend to drive the most conversions?
• Are these pages converting at a high rate, or just getting a lot of traffic?
• What about their design, layout, or content might be contributing to their success?

How you might apply this: These are your strong performers. Consider:

• Driving more traffic to these pages or from these sources
• Learning from what’s working and applying those patterns to other parts of your site

Identify your under-performing pages or traffic sources

Questions to ask:

• What pages or sources are underperforming (i.e. they get traffic, but convert poorly)?
• What about the design could be causing that? Are CTAs clear, visible, and targeted?

How you might apply this: These are prime optimization opportunities. Try updating copy, layout, or CTA placement to improve clarity and focus.

When to use this analysis

Goal data is most useful when paired with key site milestones. Make it part of your routine when:

• You publish new pages, flows, or campaigns
• You're reviewing monthly performance or KPIs
• Stakeholders want insight into content or design impact

Even a quick check-in can reveal new opportunities and keep your site aligned with what’s actually working for your visitors.

Keep iterating

Optimization is iterative. Small, data-backed changes can add up to big improvements. Come back to your goal reports regularly to measure what’s changed and identify your next opportunity.

When you’re ready to test your ideas, pair Analyze with Webflow Optimize to run A/B tests and see which version performs best.

Ready for more?

Now that you’re tracking the right actions, let’s wrap up the course with tips for applying what you’ve learned, and building a habit of regular optimization.

Click Complete & continue to move on.