Custom Goals

Off-site conversions

Off-site conversions track actions that happen outside your Webflow site. Use them when your customer journey continues beyond your website — whether that’s closing a deal over the phone, processing a signup in your CRM, or tracking an in-app purchase. Reporting an off-site conversion to Webflow lets you connect those downstream actions back to the optimizations visitors saw on your site.

Enterprise plans only

Off-site conversion tracking is only available for Analyze and Optimize Enterprise plans.

How off-site conversions work

  1. A visitor comes to your site
  2. The client-side API captures their user ID using wf.setUserId()
  3. Later, the visitor converts outside your site (e.g., over the phone, in your CRM)
  4. Your backend triggers the server-side API to send that conversion data to Webflow
  5. Webflow validates the data (authorization token, timestamps, etc.)
  6. The verified conversion is attributed to the optimization that the visitor viewed

Off-site conversions are imported in nightly batches, so conversions may not appear in Analyze/Optimize until the following day.

Tracking off-site conversions

Tracking off-site conversions requires creating custom goals on the Webflow site and implementing the client-side and server-side APIs in your backend:

1

Part 1: Create a custom goal in Webflow

These steps are completed by a Webflow user in your Webflow site dashboard. Learn more here: Configure off-site conversions tracking.

2

Part 2: Configure the backend

Your development team needs to implement both the client-side and server-side APIs on the backend to connect an off-site conversion to a custom goal in Webflow.

Every off-site conversion setup is different. Your exact configuration depends on your tools and system integrations. Use the following as building blocks.

Before getting started, developers need:

  • The off-site conversion authorization token
  • The custom goal event_name
  • Your Analyze/Optimize Account ID (provided in the generated code snippet for the custom goal)
Compliance considerations

Off-site conversion tracking involves sending user identifiers between your systems and Webflow. Before implementing:

  • Ensure you have appropriate consent mechanisms in place
  • Review your privacy policy to include disclosures about this data sharing
  • Consult with your legal and privacy teams about your specific obligations

For guidance on protecting PII when calling wf.setUserId(), review our recommended guidelines.

Example: Credit card signups

In this example, a visitor applies for a credit card on your site, but the actual approval happens later after a review process. Assumes you’ve created a custom goal in Webflow with the event name application_accepted.

1

Step 1: Set the user ID (client-side)

When the visitor submits their application:

1wf.ready(function() {
2    wf.setUserId('applicationId', '123456789');
3});
2

Step 2: Send the conversion (server-side)

When the application is approved, your backend sends the event:

1POST /event HTTP/1.1
2Host: log.intellimize.co
3Authorization: ApiKey AbCdEf123456
4Content-Type: application/json
5
6{
7    "customerId": "123456789",
8    "eventName": "application_accepted",
9    "userDomain": "applicationId",
10    "userId": "123456789",
11    "actionId": "23823940",
12    "actionTimestamp": 1578316150000,
13    "value": 149.99
14}

The conversion is now attributed to whatever optimization the visitor saw when they submitted their application.

API reference

setUserId()

Client-side API to identify visitors with a known user ID

Server-side API

HTTPS endpoint for sending off-site conversion data back to Webflow