November 11, 2022

A goal is a specific action that visitors can do on a website that marketers want to monitor and, thus, have declared on purpose.

Goals may be used to:

  • Monitor performance of certain strategic parts of a website. Setting goals in Marketing Factory is more easily done than found in a traditional analytics system.
  • Understand in-depth who does what, how different types of users react to a certain goal, how their behavior can be different from other segments of the audience. Ultimately, the objective in doing such analysis is to optimize the site for each part of the audience.
  • Trigger engagements, which allows marketers to go further in the personalized discussion. This means they need to store the information that a goal has been reached to start the next phase of the conversation.

1 Overview

Goals are particular activities that marketers want their visitors to achieve on their site(s) because they are directly related to your business objectives or significant to evaluate your site performances (or KPIs).

On the technical side, goals are always related to one of the three following events:

  1. A page hit (an element has been requested by the visitor and returned by Digital Experience Manager).
  2. A click (the visitor has clicked on a link or an element in the page).
  3. A form submission (the visitor has submitted a form).

To make applying goals more effective, the Marketing Factory GUI encapsulates this technical distinction behind a more functional approach.

Goals can be defined at the site level (site metrics entry in the left menu) or for a particular campaign. In both cases, the goal types available are the same, as well as the way goals are created, the data collected and the reports provided. The differences lie in:

  1. The duration. A goal defined at the site level is permanent (until manual deletion), while a goal defined in a campaign is active only for the duration of the campaign. When the campaign reaches its end date, Marketing Factory stops storing the events of this goal.
  2. The filtering of the audience. All visitors achieving a goal are counted if the goal is defined at site level, while visits can be filtered in the case of a campaign (e.g., only users coming from a paid ad); therefore, the goals reports will not show all the possible successes but only the one targeted by the campaign settings.

A goal is generally defined by an entry condition, which defines what demographic segment Marketing Factory should use to perform calculations plus an end point, which is the fulfillment of the goal itself. Based on those two elements, Marketing Factory can calculate - in real-time - the success rate of your goal which is called a conversion.

2 Accessing goals

Goals can be found in the Site dashboard entry of the left menu


3 Types of goals

In Marketing Factory, there are six types of goals that can be tracked:

  1. Page visits
  2. Funnels
  3. Landing pages
  5. Videos
  6. Forms

Lets review each type of goal, the data Marketing Factory is storing and how some calculations are performed.

3.1 Page visits

This goal simply counts the number of visits including a specific page. A conversion rate is calculated by comparing the number of matching visits with the entire number of different visits on the site. The conversion rate may not be of critical interest but it does give an idea of how popular this page is.

3.1.1 Calculation

Conversion = (number of visits including target page) / (total number of visits)

3.1.2 How to create a page visit goal

  1. Go into the site metrics dashboard or to a campaign.
  2. Choose Create new goal.
  3. Select the goal type Page visit.
  4. Fill the goal title (mandatory).
  5. Fill a goaldescription (optional).
  6. Fill the URL of the page (mandatory).
  7. Save.

3.2 Landing page goal

This goal measures the number of visitors starting their visit (or user sessions) by visiting a particular page (hence, the term landing page) and calculates a conversion rate based on the number of people that achieve a particular action (a visit to another page or a form submission). Incidentally, these are the two most common actions marketers want their visitors to do when building landing pages.

Landing page goals can be seen as a very simple type of campaign (see next chapter). They are faster to set-up than a complete campaign but offer fewer capabilities.

3.2.1 Calculation

Conversions: (number of visits started by landing page which reached the success goal / number of visits started by the landing page) * 100

3.2.2 How to declare a landing page goal

  1. Go into the site metrics dashboard or in a campaign.
  2. Choose Declare new goal type > landing page.
  3. Fill the goal title (mandatory).
  4. Fill a goal description (optional).
  5. Fill the landing page url (mandatory).
  6. Fill the success page url (mandatory).
  7. Save.

3.3 Funnel goal

The funnel goal allows you to define two pages - one being the start page, and the second being the end page. A conversion occurs as soon as a visitor who has entered the start page also reaches the end page.

Note: this goal is very similar to the Landing page goal, with the main difference being that landing page goals are limited to entry pages of your site (the first page of the user session). The distinction between both goals is done more for ergonomic reasons (to more rapidly find your goals) than for functional or technical ones.

3.3.1 Calculation

Goal conversions: (number of visits with start and success page) / (number of visits with start page)

3.3.2 How to create a funnel goal

  1. Go into the site metrics dashboard or in a campaign.
  2. Choose Create new goal > landing page.
  3. Fill the goal title (mandatory).
  4. Fill a goaldescription (optional).
  5. Fill the Start page url (mandatory).
  6. Fill the End page url (mandatory).
  7. Save.

3.4 Video goal

Marketing Factory is able to track how your videos perform on your website, by measuring how much time a video has been launched.

3.4.1 Calculation

Conversion: number of visitors having started the video / number of visitors having seen the page containing the video

3.4.2 How to declare a video goal

  1. Go into the site metrics dashboard or in a campaign.
  2. Choose Declare new goal.
  3. Choose goal type (dropdown list) > Video.
  4. Give a name to your goal and the URL of the video.
  5. Save.

3.4.3 Limitations

As of today, Marketing Factory works with standard HTML 5 video players. Note that if using custom players the start event on videos may not be correctly recognized.

3.5 Download goal

This goal simply counts the number of visits in which a particular file asset has been downloaded. There is no conversion rate as there is no trustworthy and meaningful method to count how many visitors have been presented with the asset as a downloadable item. (The same item can be downloaded from multiple places, the download can start automatically or after a form submission, etc.)

3.5.1 Calculation

No calculation. Provides an absolute number of visits including at least one download of the target file.

3.5.2 How to track a download

  1. Go into the site metrics dashboard or in a campaign.
  2. Choose Declare new goal type > Asset.
  3. Give a name to your goal (mandatory).
  4. Fill a description (optional).
  5. Fill the URL of the asset (mandatory).
  6. Save.

3.6 Form goal

This goal counts the number of visitors that have opened a page containing a form and those who have submitted the form.

3.6.1 Calculation

Conversion: number of visits including at least one submit of the form / total number of visits

3.6.2 How to declare form submit goal

  1. Go into the site metrics dashboard or to a campaign.
  2. Choose Create new goal.
  3. Select the goal type Form.
  4. Fill the goal title (mandatory).
  5. Fill a goaldescription (optional).
  6. Fill the URL of the page or select the page using the page picker

  7. Type the form Name or select it with the visual picker (an overlay show the page previously selected, click in one of the forms fields to select the form then press OK).

  8. Save.

4 Goals Dashboard

Marketing Factory provides, in the Site metrics panel or in each campaign dashboard, the essential data for each of the goals you have defined.

Goals are structured by type in order to make them easily searchable.

For each goal, Marketing Factory provides:

  • The number of people engaged (if relevant).
  • The number of people who completed the goal.
  • The percentage of success (if relevant).

Those figures are displayed for the time period currently selected in your dashboard.

Do not create hundreds of goals and do not try to use Marketing Factory as a substitute to a dedicated analytics system - it has not been designed for that. You can certainly set page visit goals to get some traffic data immediately accessible and avoid constantly going to an external system, but monitoring your traffic should remain the role of your analytics engine, whichever one you use.

5 Goals details

If you click on a goal in the dashboard, Marketing Factory will show detailed information about your goal(s) performance.


The timeline provides an immediate view of the level of activity for this goal. Depending on the type of goal, there can be one or two curves. Remember that you can refine the scale of time by using the date pickers. The scale of the graph will adapt accordingly to the elements selected.

In addition Marketing Factory provides absolute numbers about the population that has been qualified for this goal, as well as the population that has achieved this goal.

Finally, Marketing Factory provides the conversion rate (where applicable), which is the % of visitors who have reached this goal versus the total population qualified for this goal.

For instance, if you set a form goal, the population qualified is the total number of visitors who have reached the page containing that form and the population who has reached the goal is the total amount of people who have submitted the form.

5.1 Detailed Analysis

In the goal report the Quantitative analysis and the Performances analysis tables are displayed that allows to dig into the results. The way these reports work is explained in the Concepts chapter.

6 How to use goals

Declaring your goals in Marketing Factory is not only useful to get performance statistics. You can also use goals or, more precisely, the fact that a visitor has reached a goal as a condition for personalization.

6.1 Goals and segments

The fact that a visitor has achieved a goal, or has not achieved a goal can be used as a condition to define a segment. Examples: visitors that has not achieved the goal download white paper, visitors that has reached the goal product demo video

6.2 Goals and personalization

Goals can be used to define a personalization and push relevant content at any time.