For AI agents: a documentation index is available at the root level at /llms.txt and /llms-full.txt. Append /llms.txt to any URL for a page-level index, or .md for the markdown version of any page.
Resources
Get started
ReferenceChangelog
ReferenceChangelog
  • Browser API
    • wf.ready()
  • Consent Management
    • Get consent status
    • Allow user tracking
    • Deny user tracking
  • Optimize
    • Quickstart
    • Variations
    • Custom attributes
  • Custom Goals
    • On-site conversions
    • Off-site conversions
  • Data Exports
    • Data destinations
    • Data schema
  • Additional Resources
    • Support Documentation
LogoLogo
Resources
Get started
On this page
  • Custom goal types
  • On-site conversions
  • Off-site conversions
  • Get started

Custom Goals

Was this page helpful?
Previous

On-site conversions

Next
Built with

Custom goals let you track conversions beyond standard clicks or page views. Whether your conversions happen directly on your Webflow site or further downstream in an external system, 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 a conversion.

Off-site conversions

Use off-site conversions when the 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 on your site
  • Server-side API — HTTPS endpoint to send off-site conversion data back to Webflow

Get started

On-site conversions

Track custom conversions directly on your Webflow site

Off-site conversions

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.