---
title: Conversions and goals
description: Set goals for orders, form submissions and page visits, then see how often visitors reach them and which channels they came from.
url: "https://hiveplugins.com/docs/hive-mail-conversions-and-goals/"
updated: "2026-10-28"
category: Hive Mail
---

# Conversions and goals

A goal is something you want visitors to do. A conversion is one visit in which a visitor reached it. Turn on [visitor tracking](/docs/hive-mail-turn-on-visitor-tracking/) first. To see the screen you need **See visitor reports**; to add, edit or delete goals you need **Manage settings**.

## Add a goal

1. Open **Intelligence > Conversions**. The card **Your goals** shows "{n} of 20" (the maximum is 20).
2. Click **Add a goal** (or **Add your first goal**).
3. Type a **Name**.
4. Under **It counts when**, choose a kind and fill in its fields (table below).
5. Click **Add goal**.

![The Add a goal dialog with "A page is visited" chosen](https://hiveplugins.com/wp-content/uploads/2026/10/hivemail-intel-conversions-add-goal-07.webp)

| Kind | Fields | What it counts |
| --- | --- | --- |
| **An order is placed** | None; the order total is the revenue. Needs WooCommerce or Easy Digital Downloads | Paid orders tied to a tracked visit |
| **A form is submitted** | **Form (optional)**: the form's ID, empty for any form. **Value of each conversion (optional)** | A form sent from Fluent Forms, WPForms, Contact Form 7, Gravity Forms or Elementor forms |
| **A page is visited** | **Page address**: starts with a slash, no domain, no `?` or `#`, for example `/thank-you`. **Also count the pages below it (every address that starts with this one)**. **Value of each conversion (optional)** | A visit to that page |

The value is counted as revenue in your shop's currency. To edit a goal click the pencil icon, then **Save goal**. To delete one click the bin icon, then **Delete goal**; its numbers are removed.

## Read the screen

The cards **Conversions** and **Goals**, then a table with **Goal**, **Conversions**, **Visitors**, **Rate** (conversions divided by all visitors) and **Revenue**, then **Conversions over time** and **Conversions by channel**.

![The Conversions screen with three goals and their numbers](https://hiveplugins.com/wp-content/uploads/2026/10/hivemail-intel-conversions-06.webp)

## How conversions are counted

- A goal counts once per visitor, per goal, per visit.
- Order goals count only paid orders from people who were tracked; orders from visitors with Do Not Track, no consent, an excluded role or tracking off are not counted.
- Hive Mail's own signup forms are not counted by a form goal.
- Page addresses compare exactly, ignoring case. WordPress addresses usually end in a slash, so `/thank-you` does not match `/thank-you/` unless you tick **Also count the pages below it (every address that starts with this one)** or type the slash.
- If you change what a goal matches, Hive Mail recounts from visit details still stored (see **Keep visit details for**). Changing only the value re-values the past.

> **Tip:** Point a page goal at the page people reach after they succeed, such as a thank-you page.

A goal that shows zero: check the address (slash), that tracking is on and that you test in a private window ([Visitor tracking shows nothing](/docs/hive-mail-visitor-tracking-shows-nothing/)).

Next: [Live, Pages and Traffic Sources](/docs/hive-mail-live-pages-and-traffic-sources/), [Reports and revenue](/docs/hive-mail-reports-and-revenue/).

This is information, not legal advice.