Define goals and attribute UTM campaigns

A goal describes how a success can be recognized — by an address, by a clicked element or by a report from an external domain. The UTM analysis answers the question next to it: which campaign the visitors came through.

The five detection types

• URL contains — counts sessions whose called address contains the pattern
• Button ID — searches for the ID in the stored selector of the clicked element, without a leading #
• Button text — compares the visible text of the clicked element, a partial text is enough
• CSS selector — compares the selector of the clicked element
• External (cross-domain) — is reported by a snippet on an external page

1. In the sidebar under “Analytics”, select the “Conversion Goals” area.
2. In the “New goal” card, in the row “Measure on this website”, choose one of the buttons “URL”, “Button ID”, “Button text” or “CSS selector”.
3. In the dialog, enter the name and the pattern; the field “Value per conversion in € (optional)” stays empty if you do not need a monetary value.
4. For completions on an external domain you use “External goal” and assign a goal key made of a-z, 0-9, hyphen and underscore.
5. For campaigns, switch to “UTM attribution” and build the address in the “Create UTM link” card from the target URL, utm_source, utm_medium, utm_campaign and optionally utm_term and utm_content.
6. Take the result with “Copy link” and use it in a newsletter, an ad or a post.

How counting works

The four types on this website count distinct sessions, not individual clicks. The rate refers to all recorded sessions. A stored value is multiplied by the hits and shown in the “Value” column. If the module “Goals & conversions” is off, the goals are preserved, the table then says “Module off”, and nothing is checked against the goals.

Goals on an external domain

For every external goal there is a ready-made snippet in its row, which is built into the confirmation page of the external site; it is identified by a token, not by the origin of the page. Externally reported conversions belong to no session on this website — that is why they are only counted, the rate shows a dash, and a reported monetary value is summed up. The card “Last reported externally” shows the reports that actually came in. “Generate new token” invalidates all snippets that have already been built in.

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