> For clean Markdown of any page, append .md to the page URL.
> For a complete documentation index, see https://developers.webflow.com/browser/custom-goals/llms.txt.
> For AI client integration (Claude Code, Cursor, etc.), connect to the MCP server at https://developers.webflow.com/_mcp/server.

# Custom Goals

> Track on-site and off-site conversion goals in Analyze and Optimize

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()`](/browser/custom-goals/on-site-conversions/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()`](/browser/custom-goals/off-site-conversions/setUserId) — Client-side API to identify visitors on your site
* [Server-side API](/browser/custom-goals/off-site-conversions/server-api) — HTTPS endpoint to send off-site conversion data back to Webflow

## Get started

#### [On-site conversions](/browser/custom-goals/on-site-conversions)

Track custom conversions directly on your Webflow site

#### [Off-site conversions](/browser/custom-goals/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.

> Track on-site and off-site conversion goals in Analyze and Optimize

## Docs

- [On-site conversions](https://developers.webflow.com/browser/custom-goals/on-site-conversions.md): Track custom conversions that happen on your Webflow site
- [sendEvent()](https://developers.webflow.com/browser/custom-goals/on-site-conversions/sendEvent.md): Trigger an on-site conversion goal with the sendEvent API
- [Off-site conversions](https://developers.webflow.com/browser/custom-goals/off-site-conversions.md): Track conversions that happen outside your Webflow site
- [setUserId()](https://developers.webflow.com/browser/custom-goals/off-site-conversions/setUserId.md): Identify visitors with a known user ID for off-site conversion tracking
- [Server-side API](https://developers.webflow.com/browser/custom-goals/off-site-conversions/server-api.md): Send off-site conversion data to Webflow via the server-side API