Goals Overview

What is a Goal?

Goals help you understand how visitors use your site and how effective your marketing efforts are.

In Angelfish, a goal is a Page that is viewed after a desired action is completed. Examples of goal pages are:

  • the thank you page after submitting a form
  • the receipt page after placing an order

A goal conversion is a unique pageview for that Page. Or, to put it another way, the number of visits that included the conversion page at some point.

Goals in Angelfish allow you to track important visitor activities on your website. These activities can be linked to marketing initiatives that bring visitors to your site. Goals can also be used to measure the relative influence of each page on your site.

Each individual goal can only be converted once per visit.


Conversion Metrics

Angelfish calculates three conversion metrics for each defined goal:

  1. Number of conversions (#)
  2. Conversion rate percentage (%)
  3. Total conversion value ($)

The conversion rate is the number of unique pageviews for the conversion page divided by the number of visits to the site. This calculation is independent of any other goals or how the visitor got there.

This is an important distinction.  If two goals share the same conversion page, they will always have identical conversion rates.  If a visitor hits the conversion page more than once in a visit, only one conversion will be reported.

Overall goal value is the number of goal conversions multiplied by the value assigned to that goal at setup.


When to use goals

There are a number of ways to track important activities on a site. Goals are only one way to do it. They should be used when an event is important enough that you want to tie it back to specific traffic sources.  If there are several similar goals (eg. several contact forms with different thank you pages), they can be consolidated into a single goal.


How to create a goal

In the Config area, select your Profile and click the Goals tab.


Enter a short (yet descriptive) name for the goal. This name will appear in the reports.


  • Thank You Page
  • Newsletter Signup
  • Account Creation


Goals that don't have a monetary value (a.k.a. non-commerce goals) can be assigned a dollar value. This allows you to compare the relative value of marketing initiatives / pages / geographic info / etc. to goal conversion.

The Value entered should be a whole number (no decimals).


This is the page (not the full URL) you want to track as your goal. Use of Regular Expressions is recommended


  • ^/products/contact-us/complete
  • ^/site/index\.cfm\?pageid=332
  • thank-you$


You can also look at the Sample profile for syntax examples.



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