Events & conversions
The Events & Conversions tab in site settings is where you decide which events count as conversions (goals) and register your custom events.
Standard events
Standard events (sign_up, purchase, add_to_cart, …) don't need registering and don't use custom event slots. Each one has a Conversion toggle.
New sites start with form_submit, sign_up, login, search and share counted as conversions. Switch any of them off, or switch on others such as purchase or begin_checkout.
Register a custom event
- Open Site settings → Events & Conversions.
- Add the event name exactly as you send it from your site (e.g.
signup_completed). Names must be lowercase letters, numbers and underscores, up to 64 characters. - Optionally add a description so teammates know what it represents.
Custom events that aren't registered are dropped. Standard event names can't be registered as custom events.
What a conversion does
Toggle Conversion on a standard or custom event to make it a goal. Conversions:
- are counted in Conversions on the Overview and Events reports and in the channel and referrer tables, and make a session count towards the conversion rate,
- get their own card on the Events report and are flagged in its events table, and
- make a session count as engaged.
To send conversions to Google Ads, Meta, TikTok or ChatGPT, see Conversion forwarding.
Any event, conversion or not, can be used as a step in funnels.
Event limits by plan
The number of registered custom events you can keep depends on your plan:
| Plan | Custom event limit |
|---|---|
| Starter | 10 |
| Growth | 50 |
| Business | 200 |
| Enterprise | Unlimited |
See Plans & limits for the full comparison.
Sending the events
Registering an event here doesn't send it. Your site does that with the tracking API:
otus('track', 'signup_completed', { plan: 'growth' });