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.

Why should I use goals?

Goals are how you measure the success of your personalizations. 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 personalized vs. non-personalized sessions, as well as any potential impact on revenue.


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. Once you do, there are three ways to set up a goal and we will look at each one below.

1. URL-based goals

A goal can be triggered based on page viewed, also referred to as destination URL. To set up a goal, give it a name (e.g. "book a demo"), define a type (e.g. lead), give it a monetary value, and set the page path (e.g. /demo-booked). You can set the page path using the condition "contains" or "equals".


Using "contains" vs. "equals"

In general, we recommend using the option contains. It will ignore all URL parameters your website might add to the page path. Example: /demo-booked?12345678.

If the URL parameters are important to distinguish different goals, use the option equals. Example: /demo-booked?demo-with-steve vs. /demo-booked?demo-with-john

2. Google Tag Manager event

The second option is to make use of our GTM Monitor integration. This will allow your GTM events to be captured and sent to your Unless account. You can then select any events you are already tracking with GTM via the GTM Event Name dropdown as seen in the image below.


Note: If you are already using GTM to track events, we highly recommend using this option.

3. Regular event

The third and last option is 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.


Goal value

Optionally, you can set a monetary value for goals (the currency in which the goal value is displayed can be changed under account settings).

Goals based on destination URL have a fixed goal value. With event-based goals, you can send dynamic goal values (e.g. basket 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.