Setting Conversion Goals in the Classic Builder


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

This article describes how to set a conversion goal within the Classic Unbounce Builder, how conversion tracking works, and additional best practices.  

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

You can choose the action you'd like to measure as a conversion by clicking on the Goals tab, then Conversion Goals in the Unbounce builder, 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 as a goal within the Conversion Goals tab, that will be counted as a conversion within the Page Overview (form submission details will also track within the Leads table). 

Working with Smart Builder?

Setting conversion goals in the Smart Builder interface is a tad different than the Classic Builder. See Setting Conversion Goals in Smart Builder for more details. 

Setting Multiple Conversion Goals

While you can set and track multiple conversion goals, they will all count towards your total conversions count, as 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 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 in the Classic Builder

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 if the actual 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, you might notice additional conversions counted before reaching 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 will count as conversions.

  1. Navigate to the page in the Unbounce builder.
  2. Click the Conversion Goals tab:
  3. Untick all conversion goals, this step is key.
  4. Clear all of the listed conversion goals.
  5. Save & repeat for all variants.
  6. Republish your page.
  7. On your external page (the page which appears after your visitors complete the conversion action), insert the following script:

Be sure to place the script 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 "".

External Conversion Tracking FAQs

When using External Conversion Tracking, do I need to configure any Conversion Goals in the Unbounce page builder?

Nope! 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 records when your visitors lands on your thank-you/confirmation page.

Will External Conversion Tracking slow down my page(s)?

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, which means that for the conversion to count, 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 have conversions attributed to the incorrect page.

Can I use External Conversion Tracking to track form submissions from a third-party form or embedded form?

Yes, you can! Do ensure that your third-party form links to a separate thank-you or confirmation page where you can install the external conversion script. Be sure that your landing page exists on the same root domain as your third-party confirmation page. 

Can External Conversion Tracking work with multi-page funnels? 

Multi-page funnels and external conversion tracking (with an embedded form for example) may cause some tracking implications and discrepancies. This has to do with how external conversion tracking works to fire a conversion back to Unbounce, and that multi-page funnels are often a hacky workaround solution to tracking conversions across multiple pages. 

If you're adamant about setting up a multi-page funnel, we recommend utilizing Unbounce forms and straying away from external conversion tracking.