> ## Documentation Index
> Fetch the complete documentation index at: https://docs.davazmysel.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Funnel and goals

> Classify your traffic into Traffic, Hot Lead, and Acquisition stages by defining URL goals.

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](/tracking/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.

<Note>
  The funnel is populated by the [tracking snippet](/tracking/install-snippet) — install it on your landing and destination pages first, or the stages will show zero.
</Note>

## 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.

<Note>
  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.
</Note>

<Steps>
  <Step title="Create a category">
    Categories group related goals under a stage, **Hot Lead** or **Conversion**. Click **+ New category**.
  </Step>

  <Step title="Add a goal">
    Inside a category, click **+ Create goal** and match it either by URL (glob syntax works the same as in [URL mappings](/domains/url-mappings#pattern-syntax): `/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.
  </Step>

  <Step title="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.
  </Step>
</Steps>

## 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.

## 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](/tracking/webhooks). Webhook conversions appear in the Acquisition stage alongside URL-based ones.