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Results & analytics

Goals

A goal is what counts as a success on your site: a click on your call to action, a form submit, a visit to your thank you page. Goals turn visitors into results, and your primary goal decides the verdict of every A/B test.

Where to find your goals

Open a site from Sites, then choose Goals under Results in the site menu. The page has three parts: the goals adfit suggests from your site analysis, the list of your own goals, and the Add goal button.

Goals are available on every paid plan. The counter in the Your goals card shows how many you have used, for example 3 of 25 goals.

Screenshot coming soon
The Goals page: suggested goals at the top, your own goals below, each row with a Tracking and an A/B results switch.

What a goal is made of

Every goal has a name and at least one trigger. A trigger is the thing a visitor does. If a goal has several triggers, any one of them counts, so you can measure "booked a call" whether the visitor used the button in your header or the one at the bottom of the page.

  • A goal counts once per visitor and experiment, no matter how many of its triggers fire, and no matter how often.
  • A conversion is only counted for visitors adfit assigned to one of your campaigns. Someone who never matched a personalization is not part of your results.
  • You can have up to 25 goals per site and up to 5 triggers per goal.

Create a goal

  1. Press Add goal

    The panel opens from the right. Editing an existing goal opens the same panel with its current values.

  2. Give it a name

    Use a name you will recognize in your results, for example Book a call or Newsletter signup.

  3. Add one or more triggers

    Pick a Type and fill in its details (see the five trigger types). Press Add trigger to add another one.

  4. Decide whether it is your primary goal

    Tick Make this the primary goal if this is the number that should decide your A/B tests. The first goal on a site is pre-ticked.

  5. Decide whether it counts in A/B results

    Count in A/B results is on by default. Untick it to track a goal without using it in experiments. The primary goal is always counted.

  6. Press Create goal

    adfit confirms with Goal created. and the goal starts collecting on your published campaigns.

A new goal starts on the next full day

A goal you add or change while an experiment is running counts visitors from the next full day onwards. That keeps your conversion rate honest: visitors who arrived before the goal existed never had a chance to convert on it.

The five trigger types

Click on an element

Counts when a visitor clicks a specific element, for example a button or a link. Choose the page under Pick from page, type a word into Filter elements to find what you are looking for, and press Use this element. adfit shows your choice as Selected: "Book a call", with the technical selector tucked away under Technical details.

adfit can only offer elements from pages it has already read. If a page says adfit has not read this page yet., capture it first on the Pages screen.

Form submit

Counts when a form on your page is submitted. The picker shows the forms adfit found. If your form is built in a way adfit cannot detect, open Advanced: enter a CSS selector and enter the selector yourself. adfit checks the selector before saving and rejects anything it considers unsafe.

Scroll depth

Counts once the visitor scrolls past a share of the page. Pick one of the presets (25%, 50%, 75%, 90%) or choose Custom... for any value from 1 to 100. Useful on long pages where reading far enough is the signal you care about.

Custom event

Counts when your own code reports an event. Enter a name (lowercase letters, numbers, dots, dashes and underscores, up to 64 characters) and adfit shows the single line you call on your site:

window.adfit.track('booking_confirmed')

Each event name can belong to only one goal per site. Setup, examples and testing are on Custom events.

Page view

Counts when a visitor reaches a given page, which is the classic thank you page measurement. Pick one of your pages or choose Other path... and type the path yourself, for example /thank-you. adfit compares the path only, so query parameters like ?utm_source=newsletter do not matter.

Thank you pages are the easiest start

If your site sends visitors to a confirmation page after a form or a purchase, a page view goal on that path is the most reliable goal you can set up. It needs nothing on your side beyond the snippet.

Goals adfit suggests

The Suggested by adfit card lists conversion points adfit found while analyzing your site, each with the text it saw on your page under Found on your site.

  • Use this suggestion opens the goal panel with the name and a trigger already filled in. Nothing is created until you press Create goal.
  • A suggestion you already added shows the badge Added instead of the button.
  • Suggest again runs a new site analysis and replaces the previous result. It uses the same monthly analysis allowance as the Site analysis card.

If adfit has not analyzed your site yet, the card says so and offers Analyze site. If the analysis found no clear conversion points, add a goal manually instead.

The primary goal

Exactly one goal per site can be the primary goal, and it is the one that decides your A/B verdicts. Every other goal is shown as Indicative: adfit calculates it the same way, but it does not decide anything.

  • To change it, open a goal's row menu and choose Set as primary. The previous primary goal keeps all its data.
  • Without a primary goal, adfit shows no verdict at all, and the Goals page reminds you with No primary goal.

Pick your primary goal before you read results

Choosing the primary goal after looking at the numbers, and picking the one that looks best, makes a result look stronger than it is. Set the goal that matters for your business first, then read it.

Manage your goals

Each row in Your goals gives you:

  • Tracking: turn the goal off without deleting it. A goal that is off collects nothing.
  • A/B results: whether this goal appears in your experiment cards. The switch is locked on for the primary goal.
  • The row menu with Edit, Set as primary and Delete.

Deleting a goal removes it and its conversion data from every experiment. Your personalizations keep running, and adfit warns you first if it was your primary or your only goal.

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