Umami Goals: How to Track Website Conversions and Measure What Matters

Updated: September 2026

Website analytics can tell you what visitors do on your website. But one of the most important questions is: Are visitors actually doing what you want them to do?

That is where Goals in Umami Analytics come in.

Umami Goals help you measure whether your website is achieving specific objectives by tracking the percentage of users who complete a defined action. Instead of simply looking at page views or traffic numbers, you can use Goals to understand which visitors are converting and how effectively your website turns visits into meaningful actions.

Goals are available in Umami v2.12.0 and later.

What are Goals in Umami?

An Umami Goal measures the conversion rate of users who complete a specific action on your website.

You define an action that represents a successful outcome, and Umami calculates how many users completed that action compared with the total number of users during the selected date range.

For example, imagine you have a SaaS website and want to know how many visitors reach your pricing page.

You could create a Goal for:

  • Action type: Viewed page
  • Condition: /pricing

Umami will then show the conversion rate for users who viewed that page.

You can also track an event instead of a page view. For example, if you want to measure how many visitors click a live demo button, you could create a Goal for the event:

live-demo-button

This makes Goals useful for measuring both page-based conversions and event-based conversions.

Why should you use Goals?

Raw traffic numbers don't necessarily tell you whether a website is performing well.

Getting 10,000 visitors might sound impressive, but if only a small percentage of those visitors take an important action, there may be an opportunity to improve the website.

Goals provide a more meaningful metric: conversion rate.

Depending on your website, useful Goals could include actions such as:

  • Visiting a pricing page
  • Reaching a signup page
  • Clicking a specific button
  • Triggering a custom event
  • Completing another important user action that you already track

The goal is to connect visitor behavior with an outcome that matters to you.

Traffic tells you what happened. Goals help tell you what worked.

This distinction is important when analyzing your website.

For example, you might discover that one page receives significantly more traffic than another. That doesn't automatically mean it is more valuable. A page with fewer visitors could potentially generate a much higher percentage of users who take an important action.

By tracking Goals, you can start asking better questions:

  • How many users are completing an important action?
  • What percentage of users convert?
  • Is the conversion rate changing over time?
  • Did a website redesign improve the conversion rate?
  • Are visitors reaching important pages?
  • Are users interacting with important elements of the website?

These insights can help turn analytics data into actionable decisions.

How Umami Goals work

An Umami Goal requires you to select an Action.

The action is what a user must do for Umami to count that user as a conversion.

There are two supported action types:

Action type What it tracks Example
Viewed page A user visits a specific URL /pricing
Triggered event A user generates a specific event live-demo-button

The selected action is then used to calculate the conversion rate for the selected date range.

Viewed page Goals

A Viewed page Goal is useful when reaching a particular URL represents an important step in your visitor journey.

For example:

/pricing

If viewing your pricing page is an important milestone, you can create a Goal that tracks users who visit that URL.

Other examples might include:

  • /signup
  • /contact
  • /demo

The exact URL depends on your website and what you consider a meaningful action.

Triggered event Goals

A Triggered event Goal is useful when the action you care about is an interaction rather than simply visiting a page.

For example, you might already have an event called:

live-demo-button

You can create a Goal using that event and measure how many users trigger it.

This is particularly useful for interactions such as buttons, links, or other actions that you've configured your website to track as events.

How to create a Goal in Umami

Creating a Goal is straightforward.

Step 1: Add a Goal

Open the Goals insight in Umami and click the Add Goal button.

This starts the Goal creation process.

Step 2: Choose the action

Fill out the Goal form and select the action that should count as a conversion.

You can choose between:

Viewed page

Choose this option when the conversion should happen when a user visits a specific URL.

For example:

/pricing

Triggered event

Choose this option when the conversion should happen when a user triggers a specific event.

For example:

live-demo-button

Enter the URL or event condition that corresponds to the action you want to measure.

Once you've filled out the details, click Save.

Step 3: Run the insight

After saving the Goal, run the insight to view its results.

Umami will calculate the conversion rate based on users who completed the selected action during the chosen date range.

This gives you a straightforward way to monitor how effectively your website is achieving the objective represented by the Goal.

Choosing the right Goals

The most useful Goals aren't necessarily the ones that are easiest to track. They should represent actions that are genuinely meaningful for your website.

A good starting point is to think about what you want visitors to accomplish.

For example, a website might have several possible objectives:

SaaS website

A signup or demo interaction might be more meaningful than a simple page view.

Business website

A contact-related page or tracked interaction could represent an important step toward generating a lead.

Product website

Visiting a pricing page could be an important indicator of purchase intent.

The right Goal depends entirely on what success means for your website.

Don't track everything as a Goal

It's tempting to create Goals for every interesting interaction, but this can make your analytics harder to interpret.

A Goal should represent a meaningful outcome or milestone.

If an action doesn't tell you anything useful about whether your website is achieving its objectives, it probably doesn't need to be a Goal.

Keep your Goals focused on the actions you actually want to improve.

Goals vs. events in Umami

Goals and events serve different purposes.

An event records an interaction or action that occurs on your website.

A Goal uses a page view or an existing event as the action that represents a conversion, allowing you to measure the conversion rate associated with that action.

For example, suppose your website tracks a button click using the event:

live-demo-button

The event tells you that users are triggering that interaction.

You can then use that event as the action for a Goal to measure its conversion rate.

In other words, events help capture behavior, while Goals help you evaluate behavior in terms of conversion.

How to use Goal data

Creating a Goal is only the first step. The real value comes from using the resulting data to make better decisions.

Suppose you track a pricing-page Goal and notice that the conversion rate is lower than expected.

That could prompt you to investigate the user experience around the pricing page.

You might consider questions such as:

  • Is the page easy to understand?
  • Is the next step obvious?
  • Are important calls to action easy to find?
  • Is the page consistent with the expectations created by other pages?
  • Did the conversion rate change after a recent design or content change?

Similarly, if you track a button event as a Goal, changes in its conversion rate can help you evaluate whether the surrounding page experience is encouraging users to take action.

Goals don't automatically explain why users behave differently, but they give you a useful measurement for identifying changes and opportunities.

A simple Goal strategy

If you're new to Goals, start small.

Choose a few actions that are closely connected to the primary purpose of your website.

For example:

  1. Identify the most important action you want visitors to take.
  2. Check whether that action is already represented by a page view or tracked event.
  3. Create a Goal using that action.
  4. Monitor its conversion rate over time.
  5. Make changes to your website and compare the results.

This creates a simple feedback loop:

Measure → Improve → Measure again

Over time, your analytics become much more useful because you're not just watching traffic — you're measuring progress toward specific objectives.

Managing Goals

Once you've created a Goal, you can manage it from the Goals insight.

To modify or remove a Goal, click the ellipsis (...) menu for the relevant Goal.

From there, you can choose the appropriate action for that Goal.

Frequently asked questions

What version of Umami supports Goals?

Umami Goals are available starting with v2.12.0.

What can I use as a Goal action?

You can use either a Viewed page action or a Triggered event action.

Can I track a specific URL?

Yes. A Viewed page Goal can be configured for a specific URL, such as /pricing.

Can I track a button click?

Yes, provided the button interaction is being tracked as an event. You can then use that event as the action for a Triggered event Goal.

What does the Goal conversion rate represent?

The conversion rate represents the percentage of users who completed the selected Goal action out of the total number of users within the selected date range.

Start measuring what matters

Analytics becomes much more useful when you connect visitor behavior to meaningful outcomes.

Umami Goals give you a simple way to do exactly that. Whether you're interested in visitors reaching a particular page or triggering an important event, Goals let you turn those actions into measurable conversion rates.

Start with the actions that matter most to your website, keep your Goals focused, and use the results to identify opportunities for improvement.

Don't just measure how many people visit your website. Measure what they actually do.

Related reading

To track the events and URLs you'll use to define Goals, see our guide to How to Set Up Event Tracking in Umami Analytics.

To connect outcomes to revenue, explore How to Track Revenue in Umami Analytics. And to understand which users convert and what they do next, see Cohorts in Umami Analytics: How to Group Users and Understand Behavior Over Time.

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