# Conversion goals

> Set up conversion goals for page visits, custom events, engagement, outbound clicks and file downloads, with goal values, counting options and path matching.

A goal marks a visit as **converted**. Goals are definitions applied when
you query, so creating or editing one updates all your history
immediately.

## Goal types

| Type | Completes when | Settings |
|---|---|---|
| **Page visit** | A page matching the path is viewed | Path, match type, optional hostname |
| **Event** | A custom event with that name fires | Event name, optional property conditions |
| **Engagement** | A page view reaches a scroll depth or time on page | Paths, scroll ≥ X% or time ≥ N seconds |
| **Outbound click** | An `Outbound Link` event to a domain or URL pattern | Domain or URL |
| **File download** | A `File Download` event | Extension or path |

Outbound click and file download goals use the events of the
[`auto` module](/docs/tracker/modules#auto-automatic-events). Engagement
goals need the `engage` module.

### Path matching

| Match | Example | Matches |
|---|---|---|
| Exact | `/thank-you` | `/thank-you` only |
| Starts with | `/docs/` | Everything under `/docs/` |
| Glob | `/blog/*/subscribed` | `*` stands for any characters |
| Regex | `^/(signup\|register)/done$` | A regular expression |

### Property conditions

Event goals can require properties, all of which must match: `is`,
`is_not`, `contains`, `gt`, `lt`. For example `plan is pro` and
`revenue gt 100`.

## Value

- **None**.
- **Fixed**: a value per completion, e.g. $50 per demo request.
- **From revenue**: the event's `revenue`, converted to the site currency.

## Counting

- **Once per visit** (default): conversions and conversion rate count
  visits.
- **Every time**: completions count each repeat.

Both numbers are always available: *conversions* are visits with the goal,
*completions* are all the times it happened.

## The goal list and detail

The list shows each goal's completions, conversions, conversion rate,
value, trend and status. Duplicate, archive (hides it without deleting) or
create an alert from its menu.

A goal's detail page charts completions and conversion rate over time,
with breakdowns by channel, campaign, entry page, country and device, the
pages viewed before converting, the median time to convert
within the visit, and a link to build a funnel ending in the goal.

## Limits

Free: 10 goals per site. Paid plans: unlimited.

## API

Goals are a REST resource under `/sites/<site id>/goals` and MCP tools
named `goals_*` (for example `goals_list`, `goals_create`). The
[API reference](/docs/api) lists every input.