Track the conversions that matter most with Custom Goals in Analyze + Optimize

Not every meaningful interaction on your site looks like a page view or button click. And for many businesses, the most important conversions may not even happen on the website itself.

With new Custom Goals in Webflow Analyze and Optimize, teams can now track both dynamic on-site interactions and off-site conversion events, giving them a more complete view of how their digital experiences drive real outcomes.

Measure dynamic on-site interactions 

Marketers often want to optimize and measure experiences against custom events that live outside of Webflow’s native components. Until now, those interactions couldn’t be tracked as goals in Analyze or Optimize.

On-site conversion goals allow marketers to define goals on events using JavaScript, making it possible to track interactions such as:

• Form submissions from embedded third-party forms (like HubSpot)
• Bookings from meeting scheduling tools (like Calendly)
• Clicks on Webflow elements that aren’t standard buttons or links (like Tabs or Sliders)
  

This unlocks more complete funnel tracking for Webflow sites and closes a major gap for teams that rely on dynamic or embedded experiences. It also allows Optimize experiments to measure success based on the actions users actually take, and not just the pages they visit.

Measure real business outcomes with off-site goals

For many organizations, the customer journey doesn’t end online. Deals may close over the phone, signups may be verified in another system, or applications may be approved offline.

Off-site conversion goals enable teams to track these critical post-visit outcomes by sending conversion events into Analyze and Optimize from backend systems like CRMs or internal applications.

This makes it possible to:

• Connect off-site outcomes back to on-site behavior and experiments
• Measure which optimizations drive downstream business results
• Close the loop between top-of-funnel testing and bottom-line impact

By tying off-site actions to what happened on your site, teams gain a clearer picture of which experiences are truly driving growth.

Why this matters

As customer journeys become more complex, teams need measurement tools that reflect how users actually interact with their brand, both on and off the site. Custom Goals give teams the flexibility to define success on their own terms and ensure experiments are evaluated against outcomes that matter to the business.

Together, these updates make Webflow Analyze and Optimize better suited for full-funnel measurement, supporting more sophisticated use cases while keeping setup and workflows approachable for marketing teams.

• On-site conversion goals are available now on all Analyze + Optimize plans.
• Off-site conversion goals are available on Enterprise Analyze + Optimize plans only.

To learn more, reach out to your Webflow representative, or talk to our sales team.