Site goals

Learn what site goals are and how they help Optimize measure your site's overall performance.

A site goal is the one conversion metric that matters most to your business — think total leads, total revenue, or demo requests. A site goal is the north star Optimize needs to coordinate experiments across your entire site, not just a single test. Instead of digging through individual optimization reports, Optimize also surfaces your site goals right on the Performance Snapshot, so you always know how your CRO program is performing against what actually matters.

What are site goals

A site goal represents your business's most important conversion — the metric that tells you whether your website is actually working for you. Unlike a goal scoped to a single optimization, a site goal lives at the site level and applies across your entire site and all optimizations.

Any click goal, page view goal, or custom goal can be marked as a site goal. Marking a goal as a site goal doesn't change how the goal itself tracks conversions — it just promotes it to represent your site's top-level performance.

Common examples of site goals include:

• Total leads — the combined count of every lead-generating conversion across your site
• Total revenue — the combined value from purchase or transaction events
• Demo requests — completed requests to book a product demo

Why site goals matter in Optimize

Without a site goal, each of your optimizations runs and reports on its own, with no way to see the bigger picture. Site goals close that gap. With a site goal in place, AI Optimize optimizations can evaluate and prioritize experiments against the metric that matters most to your business, instead of optimizing one test at a time.

You can also see the big picture, with metrics that matter most, in the Performance Snapshot.

Including monetary values

You can add monetary values to your site goals to see the financial impact of your optimization efforts. For example, if you assign $40 to a subscribe button, your results will show the value tied to each conversion — 100 conversions would equal $4,000 earned.

Setting a site goal

A site goal isn't a separate goal type of its own — it's an existing goal marked to represent your site's top-level conversion. You can mark any goal as a site goal or form submissions from integrations:

• Click goals
• Page view goals
• Custom goal
• Marketo forms
• HubSpot forms

Managing site goals

Site goals are managed from the Account Settings page. Here, you can optionally add a value to each site goal or delete site goals. 

1. Click Account Settings in the Navigation panel
2. Hover over a site goal, then click the Options icon
3. Choose an option:
   • Add value — if no site goals have values yet, you can choose this to add values (e.g., $50)
   • Change value — if values are already set, you can choose this to change those values
   • Remove value — if values are already set, you can choose this to remove all site goal values
   • Delete — choose this to delete a site goal

Change your site goal label

Your site goals track the actions that matter most to your business, and you can choose how that metric is labeled throughout Optimize (e.g., in the optimizations list, an optimization's goal dropdown, the performance snapshots, and the visual editor). Whether you're tracking revenue, leads, or conversions, changing the label doesn't affect what's being measured — it just updates how the metric is labeled.

Open your Optimize site in Webflow, then:

1. Click Account Settings in the Navigation panel
2. Under Site goal name, choose a label: Revenue, Leads, or Conversions

Your choice is automatically saved and applied across Optimize.