Conversion Goals
What it is
Conversion Goals allow you to define measurable business objectives and track their completion across your entire customer base. Each goal represents a desired outcome, such as a signup completed, a purchase made, a subscription activated, or a feature adopted. Goals are evaluated against conditions you configure, and the CDP continuously monitors incoming events and property changes to determine when a profile has achieved the goal.
When a profile meets the defined conditions, the system automatically marks it as goal-complete. This happens in real time as new events stream in and as profile properties are updated. The platform maintains a complete history of when each profile achieved each goal, giving you precise timing data for conversion analysis and funnel reporting.
Goals also provide dedicated analytics dashboards that display completion rates, trends over time, and breakdowns by segment or channel. These dashboards are the primary way to measure whether your marketing, engagement, and product initiatives are driving the outcomes that matter to your business.
When to use
| Scenario | Description |
|---|---|
| Measuring campaign effectiveness | Determine how many contacts in a campaign audience actually completed the desired action (clicked a link, made a purchase, signed up for a trial) and compare conversion rates across campaigns. |
| Tracking business KPIs | Monitor key metrics like weekly signups, monthly purchases, or quarterly subscription activations as ongoing goals rather than one-time reports. |
| Evaluating segment quality | Compare how different segments perform against the same goal. For example, identify which lead source segment has the highest trial-to-paid conversion rate. |
| Setting up funnel analysis | Define a series of goals representing stages in a customer journey (visited pricing page, started trial, activated, subscribed) and track drop-off between stages. |
| Reporting to stakeholders | Produce conversion reports with clear metrics, trends, and visualizations for leadership, marketing, or product teams. |
Steps
Step 1: Navigate to Goals
Click "Customers" in the main sidebar, then select the "Goals" tab to view all defined conversion goals. The list displays each goal's name, completion count, conversion rate, and current status.
Step 2: Create a new goal
Click "New Goal" and provide a descriptive name that clearly communicates the objective. Good names include "Trial Signup Completed," "First Purchase Made," or "Feature X Activated." Avoid vague names like "Engagement" that do not map to a concrete business action. The name should be immediately understandable by anyone on your team reviewing the goals dashboard.
Step 3: Define goal conditions
Specify what constitutes goal completion using the condition builder. The platform supports three types of conditions.
| Condition Type | How It Works | Example |
|---|---|---|
| Event-based | Goal is achieved when a specific event occurs on the profile | Event type "purchase_completed" is recorded |
| Property-based | Goal is achieved when a profile property reaches a certain value | "subscription_status" equals "active" |
| Combined | Multiple conditions that must all be true simultaneously | Event "purchase_completed" AND property "order_value" > 50 |
Step 4: Set the evaluation window
Optionally define a time window for goal evaluation. For example, "within 7 days of first visit" limits the goal to conversions that happen within a week of the customer's first interaction. If you care about conversion velocity, setting a window is essential. Without one, the goal counts conversions regardless of when they occurred, which may dilute the metric's usefulness.
Step 5: Assign to a campaign (optional)
Link the goal to a specific campaign to measure that campaign's conversion rate. When linked, the goal analytics show completions only among profiles who received the campaign. This is the primary mechanism for campaign attribution in BotBat.
Step 6: Save and activate
Click "Save" to create the goal. It immediately begins evaluating incoming events and property changes for all existing and future profiles. There is no separate activation step; the goal is live as soon as it is saved.
Step 7: Review goal analytics
On the goal detail page, view the analytics dashboard showing total completions, completion rate (completions divided by total profiles or audience size), a trend chart over time, and breakdown by segment or channel. Use these metrics to understand whether the goal is being achieved at the rate you expect and where improvements are needed.
Step 8: Compare goals
On the Goals list, use the comparison view to see multiple goals side by side with their completion rates. This helps you identify which objectives are on track and which need attention, and it provides context for understanding relative performance across different business outcomes.
Common pitfalls
| Pitfall | Why It Matters | How to Avoid It |
|---|---|---|
| Vague goal definitions | A broadly defined goal matches too many profiles and produces meaningless metrics. | Define specific, measurable conditions that map to concrete business actions. |
| No time windows | Without an evaluation window, conversions are counted regardless of timing. | Set explicit windows when conversion velocity matters (e.g., "purchased within 7 days of signup"). |
| Ignoring baseline metrics | A 10% conversion rate means nothing without context. | Track completion rates over time and compare across segments or campaigns. |
| Too many goals | Dozens of goals dilute focus and overwhelm the dashboard. | Prioritize 5 to 10 key business objectives and archive goals that are no longer relevant. |
| Goals not linked to campaigns | Without linking, you cannot attribute conversions to the campaign that drove them. | Always associate goals with the relevant campaigns for proper attribution. |
Create a "Goal Funnel" by defining sequential goals that represent stages in your customer journey (e.g., Visited Site, Started Trial, Activated Feature, Converted to Paid). Compare completion rates between stages to identify where customers are dropping off and where to focus your engagement efforts.
- Goals List
- Create a Goal
- Goal Details
- Goal Analytics
- Compare Goals
- Campaign Attribution