Custom Goals
Custom goals let you track conversions beyond standard clicks or page views. Whether your conversions happen directly on your Webflow site or further downstream outside your website, custom goals help you measure what matters most to your business.
Analyze or Optimize required
Custom goals are only available to Webflow Analyze and Optimize customers.
Custom goal types
There are two types of custom goals, depending on where the conversion happens:
On-site conversions
Use on-site conversions when the conversion happens on your Webflow site. Examples include:
- Form submissions from embedded third-party forms (like HubSpot)
- Bookings from meeting scheduling tools (like Calendly)
- Clicks on Webflow elements that aren’t standard buttons or links (like Tabs or Sliders)
On-site conversions use the wf.sendEvent() client-side API to trigger goal events.
Off-site conversions
Use off-site conversions when the actual conversion happens outside your Webflow site. Examples include:
- CRMs or other internal systems
- Product signups, or other in-app events
- Mobile app downloads
Off-site conversions utilize:
wf.setUserId()— Client-side API to identify visitors- Server-side API — HTTPS endpoint to send conversion data
Get started
Track custom conversions directly on your Webflow site
Track conversions that happen outside your Webflow site
Compliance considerations
Your organization is responsible for ensuring your use of custom goals complies with applicable privacy and data protection laws (such as GDPR, CCPA, and other regional regulations). This includes:
- Obtaining appropriate consent from visitors before tracking conversions
- Providing clear disclosures in your privacy policy about data collection
- Ensuring your data handling practices meet legal requirements
We recommend consulting with your legal and privacy teams to assess your specific obligations before implementing custom goal tracking.
