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The funnel shows how visitors progress through three stages:
  1. Traffic — every tracked page view.
  2. Hot Lead — page views on intent pages you define, such as /cart or /quote/step-2.
  3. Acquisition — page views on success pages you define, such as /thank-you, plus conversions received via webhooks.
For each stage you see the count, the conversion rate from the previous stage, the rate against total traffic, and revenue from conversion events that carry a value.
The funnel is populated by the tracking snippet — install it on your landing and destination pages first, or the stages will show zero.

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Define your goals

Goals are workspace-wide, not per domain — one set applies across every domain in your account. Manage them from the top-level Goal Tracking nav item, on the Categories & Goals tab.
The Goal Tracking UI labels this stage Conversion rather than Acquisition — same stage, same funnel step, just a different label between the goal editor and the funnel report.
1

Create a category

Categories group related goals under a stage, Hot Lead or Conversion. Click + New category.
2

Add a goal

Inside a category, click + Create goal and match it either by URL (glob syntax works the same as in URL mappings: /cart, /quote/*, /checkout/**) or by event — an event type (form submission, click, scroll depth, and others) or a specific event name.The Goal candidates panel on the same tab surfaces event names and URLs already seen in your real traffic that aren’t goals yet, so you can turn tracking on for something without typing it from scratch.
3

Verify with Goal Tester

Use the Goal Tester card to check whether a URL or event value matches one of your active goals — useful for confirming a new goal is wired correctly without waiting for real traffic.

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Goals apply retroactively

Classification happens when reports are computed, not when events are recorded. Adding /quote/complete as an acquisition pattern today reclassifies all past visits to that page as acquisitions too — you never lose data to a goal you defined late.

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Conversions without a success page

If your conversion happens off-site (a Shopify order, a Stripe payment, a closed deal in HubSpot), connect a webhook. Webhook conversions appear in the Acquisition stage alongside URL-based ones.