Free goal and conversion tracking for any website

Goal tracking measures how many visitors complete an action that matters to your site, such as reaching a thank-you page, signing up for an account or clicking an upgrade button. In Clicktag, a goal is either a pageview path rule or a custom event name. Because goals are computed at query time from the pageviews and events you already collect, every new goal you create includes your past data automatically.

What is a goal in Clicktag?

A goal counts the visitors who view a specific page or fire a custom event on your site. Each site can have up to 50 goals and funnels combined.

When you create a goal, you pick one of two match types:

• Page: matches pageviews by path. You can match an exact path (is, which matches with or without a trailing slash), a prefix (starts with, where /blog matches /blog/post but not /blogging), or a substring (contains, matching anywhere in the path). Page values start with /, contain no ? or #, and drop trailing slashes when saved.
• Event: matches a custom event by its exact name, using letters, digits and underscores up to 256 characters.

You can also add up to 6 filters to a goal step to narrow it by page, referrer, country, device, browser, OS, or UTM source, medium and campaign. Filters on different fields must all match, while two filters on the same field match either value.

How to set up website conversion tracking

1. Install the tracking script. Copy your async latest.js tag (about 4 KB compressed) from Site settings > Installation and add it to your site. Verify the site using the script tag in your server-sent homepage HTML, a DNS TXT record, or a file under /.well-known/.
2. Send custom events if needed. Page goals work right away without extra code. To track button clicks or form submissions, call window.tt_event(name, metadata) in the browser. latest.js does not record clicks, outbound links, file downloads or form submissions on its own.
3. Open the Goals tab. In your dashboard at clicktag.app, open your site, choose the Goals tab and click New goal. If your site has no goals yet, Clicktag suggests your top events and pages so you can pick one to start from.
4. Save the goal. Name your goal (1 to 80 characters), set the page path or event name, add any optional filters, and save.

Goals are computed at query time from data you already collect, so creating or changing a goal applies to your past data right away.

Here is how you fire a custom event on a button click in the browser so you can use upgrade_clicked as an event goal:

<button id="upgrade-btn">Upgrade Plan</button>

<script>
  document.getElementById("upgrade-btn").addEventListener("click", function () {
    if (typeof window.tt_event === "function") {
      window.tt_event("upgrade_clicked", { tier: "pro", period: "annual" });
    }
  });
</script>

Because event metadata cannot be grouped or filtered in reports, put the distinction you want to compare into the event name itself (for example, signup_completed or pro_upgrade_clicked). Look through the goals documentation for the full JSON schema and API endpoints if you want to create goals with a POST request to /api/sites/{hostname}/goals.

What the goal report shows

When you open the Goals tab, Clicktag reports four main numbers for every goal in your selected date range:

• Visitors: unique daily visitor hashes. Someone active on 3 days counts 3 times.
• Converted visitors: visitors with at least one matching pageview or event on that UTC day.
• Conversions: every matching pageview or event, including repeat actions by the same visitor.
• Conversion rate: converted visitors divided by visitors. Because it uses converted visitors rather than raw conversions, your conversion rate never goes above 100%.

You can break any goal down by referrer, entry page, country, device, browser, OS, or UTM source, medium and campaign. Each visitor is counted under the value of their first pageview that day. For example, you can break a signup goal down by referrer to compare how chatgpt.com visitors convert against google.com visitors.

Example goals for SaaS sites, blogs and shops

Different sites measure different outcomes. Common ways to set up page and event goals in Clicktag:

• SaaS: an event goal on signup_completed for visitors who finish creating an account, an event goal on upgrade_clicked for clicks on the upgrade button, and a page goal (is) on /pricing for visitors who check your pricing.
• Blog: a page goal (starts with) on /blog for visitors who open the blog or any post under it, and an event goal on lead_form_submitted for newsletter signups.
• Shop: a page goal (is) on /checkout for visitors who start checkout, and a page goal (starts with) on /order/confirmed for visitors who reach the confirmation page.

Clicktag does not track revenue or ecommerce cart values. For a shop, you can count how many visitors reach /order/confirmed or trigger a purchase event, and see which traffic source brought them in, without passing currency totals.

Single-step goals vs multi-step funnels

A goal has 1 step and tells you how many visitors completed a target action at any point that day. A funnel chains 2 to 6 steps completed in order on the same UTC day.

Use funnel analytics when the path matters - for example, checking how many people view /pricing in step 1 and then fire signup_completed in step 2. Funnel reports show each step as a share of step 1, the drop-off from the step before, and both the median (p50) and 90th percentile (p90) time to convert between consecutive steps. Both goals and funnels share the same limit of 50 per site.

Clicktag goals vs GA4 key events

If you are looking for a Google Analytics alternative, here is how Clicktag goals compare to key events in Google Analytics 4.

Prices and limits checked on October 29, 2026, on each vendor's official pricing or help pages.

Clicktag is built for teams that want cookieless visitor conversion rates, instant retroactive goals and a 4 KB script. In GA4, the standard metric is "Session key event rate" (the number of sessions in which a key event happened divided by total sessions), and standard properties can mark up to 30 key events, with ecommerce revenue tracking and custom dimensions built from event parameters.

FAQ

How many goals can I create in Clicktag?

You can create up to 50 goals and funnels combined per site, and you can add up to 50 websites to your free Clicktag account. Each step inside a goal or funnel accepts up to 6 filters.

Do new goals include historical traffic data?

Yes, as long as the pageviews carry a visitor identity. Clicktag computes goals at query time over the pageviews and events already stored for your site, so a new or edited goal shows past conversions right away. Imported historical data (such as from Simple Analytics) has no visitor identity and is not covered by goals.

Can I track dollar values or ecommerce revenue with goals?

No. Clicktag does not support revenue or ecommerce tracking, and event metadata cannot be summed or filtered in reports. You can count how many purchases happen and see which referrer or UTM campaign drove them, but not the order value.

Can I use backend server-side events in goals and funnels?

You can send backend events with a JSON POST to /events, and Clicktag will count them. However, backend events get a visitor identity built from your server's IP address rather than the visitor's, so they cannot follow a visitor's browser pageviews in a funnel or inherit their referrer and entry page. Use browser window.tt_event calls when you need referrer breakdowns or multi-step funnels.

Why is my conversion rate different from total conversions divided by visitors?

Clicktag divides converted visitors by total daily visitors, not total conversions by visitors. If one visitor triggers your goal event 4 times in the same UTC day, that counts as 4 conversions but 1 converted visitor, so the conversion rate never exceeds 100%.