Conversion Goals & Tracking

What Are Conversion Goals?

A conversion goal tells Tailor what counts as success for an experiment. Without a goal, Tailor tracks all click events by default. Setting an explicit goal focuses measurement on the actions that actually matter to your business: form submissions, signups, purchases, or demo requests.

Two Goal Types

Button click goal: tracks clicks on a specific CTA (e.g. "Start Free Trial" button)
Page impression goal: tracks visits to a confirmation or thank-you page after a form submit or purchase

Setting Up a Goal

Open your tailored page

Navigate to the tailored page you want to track in the Tailor extension or dashboard.

Click "Conversion" settings

Before starting a test, configure your conversion target under the experiment settings.

Choose your goal type

Select a specific CTA button click or a thank-you page URL. Then start your test.

Tracking Downstream & Offsite Conversions

Many important conversions happen after the landing page: purchases, trial activations, demo bookings, or signups on a different page. Tailor supports several ways to measure these downstream outcomes.

Amplitude Integration (Recommended for Downstream Goals)

Sync Amplitude events into Tailor and use them directly as experiment goals. This lets you measure how page changes affect purchases, signups, pipeline, or any other event tracked in Amplitude, without any custom code. See the Amplitude Sync for Downstream Conversions guide.

Cross-Page Goals

You can set a conversion goal on a different page than where your experiment runs, as long as the Tailor script is installed on both pages. For example, run an experiment on your homepage and track conversions on your signup confirmation page.

Confirmation Page Redirect

For conversions that happen off your domain (Stripe checkout, Calendly bookings), redirect users back to a confirmation page on your site after they complete the action. Use that page as your goal. This gives Tailor a reliable signal without cross-domain tracking.

URL Parameter Passthrough

If a redirect isn't possible, pass experiment metadata via URL parameters to the external service and reconcile in your analytics platform or data warehouse.

Connecting GA4

Tailor pushes experiment exposure data to the dataLayer, which GA4 can pick up automatically if you're using Google Tag Manager (GTM).

DataLayer Event Format

dataLayer.push({
  event: 'tailor_experiment',
  experimentId: '...',
  experimentGroup: 'control' | 'treatment',
  rampStage: '...',
  rampPercentage: 50
});

Add a Google Tag Manager (GTM) trigger for the tailor_experiment dataLayer event. Then create a GA4 event tag that fires on this trigger and passes the experiment parameters as event properties.

For a full walkthrough, see the Sending Events to Analytics guide.

Connecting HubSpot or Salesforce

To measure pipeline impact by experiment group, pass Tailor's experiment metadata into your CRM via hidden form fields.

Add hidden fields to your form

Include hidden inputs for experimentId and experimentGroup.

Map to CRM properties

Create custom contact or deal properties in HubSpot/Salesforce and map the hidden fields to them.

Report pipeline by experiment group

Build a report in your CRM filtering by experiment group to compare pipeline and revenue between control and treatment.

Measuring Activation, Not Just Signups

If your real success metric is activation (e.g. completing onboarding, making a first purchase) rather than just signing up, you have two options:

1Use a down-funnel goal that represents activation. For example, if activation means "created a project," set the confirmation page for that action as your goal.
2Pull activation events from Amplitude directly into Tailor as experiment goals via the Amplitude Data Sync integration. No data warehouse join required.

CTR vs. Downstream Conversion

Click-through rate is a useful diagnostic, but it can mislead. A variant can increase clicks without increasing signups, trials, or revenue. Always measure downstream outcomes (trial starts, signups, activation, pipeline, revenue) as your primary goal. Use CTR as a supporting signal to understand engagement, not as the success metric.

Attribution & Number Discrepancies

It's normal for numbers to differ between Tailor, GA4, and your ads platform. This happens because each tool has different definitions, consent handling, and tracking methods.

Common Causes of Discrepancies

Consent and ad blockers: some visitors block analytics scripts, creating gaps in one tool but not another
Different counting methods: Tailor counts by visitor assignment, GA4 by session, ads platforms by click
Cross-domain join loss: visitors who leave your domain and don't return break the tracking chain
Attribution windows: ads platforms use longer attribution windows (7-day, 30-day) than on-page tools

Tailor doesn't provide its own attribution settings. Channel attribution should stay in your analytics or ads stack. Focus on relative lift between control and treatment within Tailor's own data, which is measured consistently.