Set up, edit and share Goals

Goals let you measure how often users take or complete specific actions.

Find the set-up flow

Goals are set at the view level. To find a view, click Admin , then select an account, a property and a view. Click Goals , then Create a Goal .

Follow the step-by-step flow in your account to set up a Goal. As you complete each step, click Next step to save and move on. Click Save Goal to finish. To quit the process without saving, click Cancel .

Choosing a template or a custom Goal

Choose a Template to see set-up suggestions. These templates are designed to help you set actionable Goals that meet standard business objectives. You can edit any template field before saving a Goal.

Choose custom to complete the set-up process without any suggestions.

The Goal categories ( Revenue , Acquisition , Enquiry , Engagement ) are the larger business objectives that motivate the Goal templates. Use them as an organisation tool to help you think about the purpose of your Goals. Try to create at least one Goal for each category to get a better understanding of how users interact with your content. These categories don’t affect any data or your reports.

Don't see any templates? Goal templates are tailored to meet the needs of businesses within specific industries (automotive, entertainment, etc.). Templates are disabled if you haven't selected an industry within your account. To get templates that are relevant to your business, edit your property , select an Industry Category and save your changes.

Goal type

There are four Goal types , each used for a different kind of action that you can measure as a Goal. If you use a template, the best fit will be suggested for you. If you set up a custom Goal, select the type that best fits the action that you need to track. There are additional considerations for Destination and Event Goals.

Destination Goals

Specify the match type as Equals to , Begins with or Regular expression . Learn more about how to use regular expressions .

When setting up a Funnel, use a page name or an app screen name string as the Funnel step, like in the Destination field.

Event Goals

You must first set up at least one Event to use this kind of Goal. Learn more about Event tracking and the Event components.

The Goal Value for an Event Goal requires special consideration during the set-up. Consult the section on Goal Value (below) for details.

Goal Value

Assign the monetary amount for a Goal Value during the set-up process. For more information and an example, read Goal Value . There are special considerations when setting up an Event Goal or a Goal that involves E-commerce tracking.

Event Goals

You can set the Goal Value for an Event type Goal in one of two ways:

  • Use the Event value as the Goal Value. This will be whatever is defined in your Event tracking code as the value. Depending on your set-up, this might not be a monetary amount. If you haven’t defined an Event value, the Goal Value will be empty. Change the Goal Value option to YES in the setup for this configuration.
  • Use a Goal Value. This works like setting a Value for other types of Goals. Keep the Goal Value option to NO in the setup for this configuration, and manually set the value.
Using Goals with E-commerce tracking

If you’re tracking a transaction or purchase with the E-commerce tracking code, leave the Goal Value blank. The actual value of the transaction will appear in the Revenue metric (not the Goal Value metric), and will come from the E-commerce tracking code in your shopping basket.


When you finish the last step, click Verify to test your Goal set-up. This test is based on data in your account, and not actual conversion data. It is not a projection of how well your Goal will perform.


As you walk through the process, click Edit to revise a previous step before creating a new Goal. To edit an existing Goal, click the Goal name and follow the step-by-step flow again.

Recording status

As soon as you create a Goal, it starts recording data. You can pause a Goal by changing the Recording status to OFF . No data is recorded for a Goal when turned off, but you can resume recording anytime by turning it back ON . You can't retrieve data during the time that a Goal is OFF .

Sharing with others

After you have created and saved a Goal, you can share it with others. To share a Goal, go to the Goals setting under the View column on your Admin page . Click Share to create a URL that you can share with others. Only the configuration information is shared. Your data remains private. Learn more about sharing assets .


Goals are limited to 20 per reporting view. To track more than 20 Goals, create an additional view for that account property, or edit an existing Goal that you don’t need any more.

You must set up Goals in your Google Analytics account before data appears in your Goal reports and any other report that provides data on Goals and Goal Conversions.

Goals can't be deleted, but you can turn a Goal off. No data is recorded when a Goal is off.