Setting Conversion Goals


Pro Tip:

Did you know you can boost your marketing confidence by enabling Smart Traffic mode on your account? Find out more by reading our Getting Started with Smart Traffic documentation.

Setting the Conversion Goal for Your Landing Page

Conversion goals are what enable Unbounce to track the success of your landing pages.

You can set which action on your page should be measured as a conversion by clicking on the Goals tab, then Conversion Goals in the Unbounce page editor as shown below.

The conversion goal you choose can be any link you reference on the page (via a button or text link) or it can be the action of submitting a lead gen form.


How it works

Let's say your visitor completes a conversion action, such as submitting to a lead gen form or by clicking a specific link. If this element is ticked off as a goal within the Conversion Goals tab, that will be counted as a conversion within the Page Overview (form submission details will also be tracked within the Leads table). 

Setting Multiple Conversion Goals

Currently, you can set and track multiple conversion goals. They will all count towards your total conversions count, but we don't yet have the reporting to let you separate the conversion stats. It's generally better to only have one conversion goal but we do recognize the importance of secondary calls to action. It's on the list of improvements for the future. For more custom reporting, we recommend integrating your pages with Google Analytics 



Multiple goal clicks from the same browser will only count once towards the total goal.


Setting Up External Conversion Tracking

An external conversion is an action that takes place on a page other than your Unbounce landing page.

Unbounce lets you track external conversions by embedding our tracking script on your target conversion page. This is great when you’re using an Unbounce landing page to drive online purchases, or anytime your real conversion action doesn’t happen on the Unbounce landing page itself.

**Important: In cases where your Unbounce page and the External conversion page are on the same WordPress domain the below script will not work correctly. If you are interested in using the External Conversion Script with your WordPress pages, please contact**

Follow the instructions below to embed a script on your conversion page. Place the script just before the closing </body> tag.


If your Unbounce page has conversion goals set then you might get conversions counted before they reach your external page. Most likely this means that you should turn off all Conversion Goals on your Unbounce page so that only visits to your external page are counted as conversions.

    1. Open the relevant page in the Unbounce Editor
    2. Open the Conversion Goals tab

    3. Clear all of the listed conversion goals
    4. Save & repeat for all variants
    5. Re-publish your page
    6. On your external page, insert the following script (with the placement set before the closing <body> tag):

External conversion tracking functionality in Unbounce (how it works)

When a visitor visits your Unbounce landing page, and subsequently visits your conversion page, the script will look for the Unbounce visitor cookie, and if it finds one, will make a tracking request back to the Unbounce servers.  We then select the page that visitor has seen most recently, and if we have not previously recorded a conversion for that visitor, we'll bump your conversion count by one.

You must ensure that your Unbounce pages and your conversion page are on the same domain so that the tracking cookies can be read.  For example, you could have your Unbounce pages at "", and your conversion page on "", but you couldn't have your conversion page on "".

Debugging (Unbounce External Conversion Assistant)

To determine if your script has been installed correctly or if any conversion data was actually sent on your page, you can use the Chrome extension below:

Unbounce External Conversion Assistant

When installed, simply click the Unbounce toolbar icon and the extension will check the page for the 'External Conversion tracking script'. If the icon turns from grey to blue, a tracking beacon was sent to mark a conversion.

Clicking the 'Advanced' tab will also provide you with additional tracking data.

Frequently Asked Questions

Do I have to configure this as a "conversion goal" in the Unbounce page editor?

No, just adding the script to your conversion page is enough.

Should I keep the conversion goals I've already configured?

That depends.  Most likely you would remove any URL-click conversion goals so that a conversion is only recorded when your visitors hit your conversion page.

Will External Conversion Tracking Slow Down My Page?

No, the script itself is hosted on Amazon's CloudFront CDN for high-speed serving, and by adding the script just before the closing </body> element of your page, it won't affect the rest of your document loading.

Can I use External Conversion Tracking alongside Smart Traffic?

Yes, any pages enabled with Smart Traffic support both Unbounce conversion tracking AND external conversion tracking. Check out our documentation to learn more about Smart Traffic. 

Will the External Conversion Tracking Cookie Expire?

Yes, the tracking cookie expires after 72 hours. This means that in order for the conversion to be counted, your visitor must trigger the conversion within 72 hours of visiting the originating page.

Are There any Limitations to the External Tracking Script that Unbounce Uses?

The external tracking script currently identifies the conversion page based on the last page visited by your visitor.  This may or may not work for you.

If you're currently using Unbounce to drive just one type of conversion (such as a newsletter signup, or purchase), then this will work fine.

However, if you're using Unbounce to drive multiple types of conversion, and your visitors are likely to see both types of Unbounce pages, you might end up with conversions attributed to the incorrect page.

How Can I Use External Conversion Tracking to Track Submits from a Third Party Form?

Unfortunately this cannot be done at this time, unless your third-party form links to a separate page where you can install the external conversion script.


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