Set up conversion goals

This guide walks you through defining what success looks like on your website, setting up goals to measure it, and building a funnel to understand where users drop off.

Step 1: Define your conversion

A conversion is any meaningful action a user takes. Common examples:

Step 2: Set up event tracking

If your conversion is a page view (like visiting /pricing), no additional tracking code is needed. Umami records all page views automatically.

For action-based conversions, add event tracking to the relevant element:

<button data-umami-event="signup" data-umami-event-plan="free">
  Create Account
</button>

Or with JavaScript:

umami.track('checkout-complete', { revenue: 49.99, currency: 'USD' });

Step 3: Create a Goal

1. Navigate to your website and open the Goals insight.
2. Click Add Goal.
3. Choose either Viewed page or Triggered event and enter the value (e.g., /pricing or signup).
4. Click Save, then run the insight.

The Goal insight shows the conversion rate: the percentage of visitors who performed the action out of total visitors in the selected date range.

Step 4: Build a funnel

Goals tell you the conversion rate, but funnels show you where users drop off along the way.

1. Navigate to the Funnel insight.
2. Click Add Funnel.
3. Define sequential steps users should take. For example:

4. Set the Window (e.g., 60 minutes between steps).
5. Click Save and run the insight.

The funnel shows how many users completed each step and the drop-off rate between steps. If 1,000 users visit your homepage but only 200 reach pricing, that's an 80% drop-off worth investigating.

Step 5: Monitor over time

Use the Compare insight to track how your conversion rate changes over time. Select Previous period to compare this week vs. last week, or Previous year for seasonal comparisons.

Combine this with UTM tracking to understand which marketing channels drive the highest-converting traffic.