How to set up goals

Goals measure how often audiences complete a specific action. Learn how to set up a goal and how to add a goal value.

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Why should I use goals?

Goals are how you measure the success of your experiences. They are how you ensure whether what you're doing is working or if any adjustments are needed. Via the Goals Performance tab of your Insights page, you can see the number of conversions, the conversion rate, percentage of optimized vs. non-optimized sessions, as well as any potential impact on revenue.

How do I set up goals?

Unless will suggest various goal recipes to get you started with some ideas. Alternatively, you can click the +Create a goal button and get started that way.


First, you will need to adjust the settings of your goal. You can start by giving it a descriptive name, selecting an objective from the dropdown, and defining the lead score impact. A visitor at a landing page might be low impact while them checking the pricing page would signal a medium lead score impact and a demo being booked or a purchase being completed can be considered a high lead score impact.


Goal value

Optionally, you can set a monetary value for goals as well. By default, goals will have a fixed goal value. But with the help of event-based goals, you can send dynamic goal values (e.g. cart value) to Unless. The setup process for dynamic goal values differs for each website but your developer will be able to do it in just a few minutes. Ps. The currency in which the goal value is displayed can be changed under account settings.

Goal conditions

Then it's time for the conditions of a goal, meaning how you define success. Here, you will notice two categories (similar to the ones you would see when creating an audience). Keep in mind, it is possible to use and/or conditioning here to define your goal clearly. This setting indicates how many conditions have to apply so that a goal is considered to be achieved. Generally speaking, and will narrow down your focus while or keeps it broader.


First up, we have behavior which you can also think of as a marketer's dream. Here you can set conditions based on where a visitor came to your website from, are they new or returning, is there a cookie involved etc. as well as session data and parameters which allow you to pass information from your campaigns to Unless. Let's dive a little deeper into some of the available options.


URL-based goals

A goal can be triggered based on the current page (path) or the landing page (path) options. You can also think of these as destination URL or page viewed. You can then define the page path using conditions such as starts with, ends with, equals, contains, etc. If in doubt between "contains" vs. "equals", we tend to recommend using "contains" as it covers more ground. But there may be cases where you need an exact match and thus use "equals" instead.

Google Tag Manager event

If you are already tracking events via GTM, you can also make use of our GTM Monitor integration. This will allow your GTM events to be captured and sent to your Unless account, ready to be used when setting up goals and audiences.

Regular event

It is also possible to make use of a regular event, meaning the use of event-based JavaScript code. If using this option, you still follow the initial steps of giving your goal a name, objective, lead score impact, and optionally a goal value. After this, you will need to ask your developer to add the goal script to your website.


The second category is profile which you can think of as a blank canvas. Here, at first, you will only see two default options: email and identifier. But, using one of our many integrations or the users import, you can enrich it with information that is relevant to your business in particular. These attributes could include first name, email address, job title, purchase history, and more. Any data points that you already have can be put further into use here and when setting up audiences.


Once you've adjusted your goal settings and defined the conditions that need to be met, make sure you click save and you are good to go! Next up, defining audiences and creating some experiences!

Related content

How to set up audiences

How to set up audiences

Defining audiences is the first step in developing an effective optimization strategy. Here's how to create audiences with Unless.

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