Goal Report

The Goal Report helps you track specific conversion events and measure how many visitors complete desired actions. This is essential for measuring the success of your website and marketing campaigns.

What is a Goal Report?

A goal represents a single, specific action you want users to complete, such as:

Viewing a thank-you page
Submitting a form
Clicking a button
Completing a purchase

The Goal Report shows you:

How many visitors completed the goal
Total visitors to your site
Goal conversion rate

Key Metrics

Goal Completions

Number of unique visitors who completed the goal

Total Visitors

Total number of unique visitors in the time period

Conversion Rate

Percentage of visitors who completed the goal

Goal Value

Optional: monetary value associated with goal completions

Goal Types

Umami supports two types of goals:

Page View Goals
Custom Event Goals

Track when visitors view a specific page. This is useful for:

Thank you pages after form submissions
Confirmation pages after purchases
Downloaded content pages
Key destination pages

Example: Track newsletter signups

{
  "type": "path",
  "value": "/newsletter/thank-you",
  "startDate": "2024-01-01",
  "endDate": "2024-01-31"
}

Page view goals are the simplest to set up and work automatically once your Umami tracking is installed.

Track custom events that you send to Umami. This is useful for:

Button clicks
Form submissions
Video plays
File downloads
Any custom interaction

Example: Track button clicksFirst, send the event from your website:

// In your website code
umami.track('signup_click');

Then track it as a goal:

{
  "type": "event",
  "value": "signup_click",
  "startDate": "2024-01-01",
  "endDate": "2024-01-31"
}

Custom events give you more flexibility and don’t require page navigation, making them ideal for single-page applications.

Setting Up Goals

Identify Your Goal

Decide what action represents a conversion for your business. This could be a page view (e.g., /thank-you) or a custom event (e.g., purchase_complete).

Choose Goal Type

Determine whether to track a page view or custom event based on your implementation.

Configure the Goal

Set up the goal in your reporting system with the appropriate type and value.

Add Tracking (if needed)

For custom events, add umami.track() calls to your website code.

Verify

Test that the goal is being tracked correctly by completing the action yourself.

Understanding Goal Results

Conversion Rate Calculation

The conversion rate is calculated as:

Conversion Rate = (Goal Completions / Total Visitors) × 100

Example:

Total Visitors: 10,000
Goal Completions: 250
Conversion Rate: 2.5%

Goal completions are counted per unique session. If the same user completes the goal multiple times, it’s only counted once.

Common Goal Examples

E-commerce Goals

Track purchase completions and revenue:Purchase Completion:

Type: Page view
Value: /checkout/thank-you

Add to Cart:

Type: Custom event
Value: add_to_cart

Product View:

Type: Page view
Value: /products/* (with wildcard)

Lead Generation Goals

Track form submissions and lead capture:Contact Form Submission:

Type: Custom event
Value: contact_submit

Demo Request:

Type: Page view
Value: /demo/scheduled

Whitepaper Download:

Type: Custom event
Value: whitepaper_download

SaaS Goals

Track signups and product usage:Free Trial Signup:

Type: Page view
Value: /signup/success

Onboarding Completion:

Type: Custom event
Value: onboarding_complete

Feature Usage:

Type: Custom event
Value: feature_export_used

Content Goals

Track engagement with content:Newsletter Subscription:

Type: Custom event
Value: newsletter_subscribe

Article Read Completion:

Type: Custom event
Value: article_read_complete

Video Watch:

Type: Custom event
Value: video_watched

Use Cases and Insights

Measure Marketing Effectiveness
A/B Testing
Conversion Optimization
Segment Analysis

Track Campaign Performance

Use goals to measure the effectiveness of marketing campaigns.Workflow:

Set up a goal for your conversion event
Add UTM parameters to campaign links
Filter goal report by UTM parameters
Compare conversion rates across campaigns

Example:

{
  "type": "path",
  "value": "/signup/success",
  "filters": {
    "utm_campaign": "spring_sale_2024"
  }
}

Combine Goal Reports with Attribution Reports to see which traffic sources drive the best conversion rates.

Improve Conversion Rates

Use goal data to identify opportunities for improvement.Analysis steps:

Establish baseline conversion rate
Identify pages/sources with low conversion
Test improvements
Measure impact on goal conversion rate

Common optimizations:

Simplify forms (reduce fields)
Improve call-to-action clarity
Add trust signals (testimonials, security badges)
Optimize page load speed

{
  "type": "event",
  "value": "form_submit",
  "filters": {
    "url_path": "/contact"
  }
}

Analyze Goals by Segment

Break down goal performance by user segments.Useful segments:

Device type: Mobile vs desktop conversion rates
Geography: Which countries convert best?
Traffic source: Organic vs paid conversion rates
Landing page: Which entry points convert better?

Example: Mobile vs Desktop

# Desktop conversion rate
curl -X POST .../api/reports/goal \
  -d '{"filters": {"device": "desktop"}}'

# Mobile conversion rate
curl -X POST .../api/reports/goal \
  -d '{"filters": {"device": "mobile"}}'

Ensure you have sufficient traffic in each segment for meaningful analysis. Small sample sizes can be misleading.

API Usage

curl -X POST https://your-umami-instance.com/api/reports/goal \
  -H "Authorization: Bearer YOUR_API_TOKEN" \
  -H "Content-Type: application/json" \
  -d '{
    "websiteId": "your-website-id",
    "parameters": {
      "startDate": "2024-01-01T00:00:00Z",
      "endDate": "2024-01-31T23:59:59Z",
      "type": "path",
      "value": "/thank-you"
    },
    "filters": {
      "country": "US"
    }
  }'

Response Format

{
  "num": 250,
  "total": 10000
}

Calculate conversion rate:

const conversionRate = (response.num / response.total) * 100;
// 2.5%

Tracking Custom Events

To use custom event goals, add tracking to your website:

Basic Event Tracking

// Track a simple event
umami.track('button_click');

// Track event with properties
umami.track('purchase', { 
  value: 99.99, 
  currency: 'USD',
  product: 'Premium Plan' 
});

React Example

import { useEffect } from 'react';

function SignupButton() {
  const handleClick = () => {
    // Track the goal
    if (window.umami) {
      umami.track('signup_click');
    }
    
    // Your signup logic
    handleSignup();
  };
  
  return (
    <button onClick={handleClick}>
      Sign Up
    </button>
  );
}

Form Submission Example

const form = document.querySelector('#contact-form');

form.addEventListener('submit', (e) => {
  // Track goal completion
  umami.track('contact_form_submit');
  
  // Form submission continues...
});

Best Practices

Keep Goals Simple

Track one clear action per goal. Don’t combine multiple actions.

Use Meaningful Names

Name events clearly (e.g., ‘newsletter_subscribe’ not ‘event1’)

Set Benchmarks

Establish baseline conversion rates to measure improvements

Monitor Regularly

Check goal conversion rates weekly to catch issues early

Create multiple goals to track different stages of your conversion funnel, not just the final conversion.

Troubleshooting

Goal shows 0 completions

Possible causes:

Goal type or value doesn’t match actual events
Tracking code not properly installed
Ad blockers preventing tracking

How to fix:

Verify the page path or event name exactly matches
Test the goal action yourself and check browser console
Ensure Umami tracking script is loaded

Conversion rate seems too high or low

Check:

Date range is correct
Filters aren’t excluding/including unexpected traffic
Goal isn’t being triggered multiple times per session

Verify: Compare with other analytics tools if available

Next Steps

Funnel Analysis

Track multi-step conversion processes with Funnel Reports

Attribution

See which traffic sources drive goal completions

Overview

Report Types

What is a Goal Report?

Key Metrics

Goal Completions

Total Visitors

Conversion Rate

Goal Value

Goal Types

Setting Up Goals

Understanding Goal Results

Conversion Rate Calculation

Common Goal Examples

Use Cases and Insights

Track Campaign Performance

Compare Goal Performance

Improve Conversion Rates

Analyze Goals by Segment

API Usage

Response Format

Tracking Custom Events

Basic Event Tracking

React Example

Form Submission Example

Best Practices

Keep Goals Simple

Use Meaningful Names

Set Benchmarks

Monitor Regularly

Troubleshooting

Next Steps

Funnel Analysis

Attribution

Build docs developers (and LLMs) love

Overview

Report Types

​What is a Goal Report?

​Key Metrics

Goal Completions

Total Visitors

Conversion Rate

Goal Value

​Goal Types

​Setting Up Goals

​Understanding Goal Results

​Conversion Rate Calculation

​Common Goal Examples

​Use Cases and Insights

​Track Campaign Performance

​Compare Goal Performance

​Improve Conversion Rates

​Analyze Goals by Segment

​API Usage

​Response Format

​Tracking Custom Events

​Basic Event Tracking

​React Example

​Form Submission Example

​Best Practices

Keep Goals Simple

Use Meaningful Names

Set Benchmarks

Monitor Regularly

​Troubleshooting

​Next Steps

Funnel Analysis

Attribution

Build docs developers (and LLMs) love

What is a Goal Report?

Key Metrics

Goal Types

Setting Up Goals

Understanding Goal Results

Conversion Rate Calculation

Common Goal Examples

Use Cases and Insights

Track Campaign Performance

Compare Goal Performance

Improve Conversion Rates

Analyze Goals by Segment

API Usage

Response Format

Tracking Custom Events

Basic Event Tracking

React Example

Form Submission Example

Best Practices

Troubleshooting

Next Steps