Goals and funnels
Measure completed actions and the steps leading to them.
Create a goal
Open Overview → Manage goals. Match either a custom event name, such as signup, or an exact page path, such as /thanks.
Add up to three property conditions to narrow the goal. A signup goal with plan = "pro" only matches events containing that exact value. Every condition must match the same event.
Matching is exact and case-sensitive. /thanks differs from /thanks/. Missing properties do not match, and a number differs from the same value sent as text.
Read conversion counts
Goal completions count every matching event, including repeats and anonymous events. Converted sessions count distinct identified sessions containing a matching event.
Session conversion divides converted sessions by identified sessions with activity matching the report range and dimensions. Anonymous completions do not add identified sessions; without identified sessions, the rate is unavailable.
Build a funnel
Open Funnels and define the ordered page or event steps your visitors should take. Choose the identity scope and completion window to match the journey you want to measure.
Each step needs a later event. A single event cannot satisfy two repeated steps. Funnel conversion divides completions by entrants, and depends on identified activity.
For example, track a product journey from a pricing pageview, to a signup event, to an activation event. Instrument and verify those events before relying on the funnel.
Understand historical changes
Editing a definition recalculates retained history against the new conditions. Page- and property-based goals and funnels depend on retained raw events; they cannot recover matching activity after that history is deleted.
Review Settings → Data retention before choosing how much history to keep.