Section 3 of the builder asks "What counts as a win?". You choose a Goal and a way to pick the winner.
The goals:
- "Any conversion (leads + sales from WP Conversion Tracker, Mailer, Forms, Launch Manager, WooCommerce)". The default. Nothing to configure. Easy Digital Downloads purchases count too.
- "A sale (money events only)". Leads are still recorded in their own column.
- "A lead / opt-in". Sales are still recorded.
- "Visits a thank-you page (URL)". Any page on this site whose address contains what you type, for example /thank-you/, counts once per visitor.
- "Clicks an element (CSS selector)". Open the editor, click the element and copy its selector.
- "Submits a form on the page". Leave the detail empty to count any form, or give one form's selector. Forms that submit without reloading the page are detected too.
- "Scrolls past a depth (%)". For example 75. If you leave it empty, 50 is used.
- "Stays longer than (seconds)". For example 60. If you leave it empty, 30 is used.
- Custom. For a developer who wants to report a conversion from their own code. The exact calls are shown on screen when you select it.
The thank-you page and click goals need a value before the test can start.
Counted once:
Thank-you page, click, form, scroll, time and custom goals count once per visitor per test. A sale or lead that arrives with a reference, such as an order number, is never counted twice for the same test. Conversions are only added while a test is running.
Pick the winner by:
- "Revenue per visitor (recommended)". The default. Net revenue, after refunds, divided by visitors. A refund is taken back off the version that earned the sale.
- "Conversion rate". Suits lead pages with no sale on them.
- "Lead rate".
- "Engagement (time + scroll + clicks)". Suits content pages. A visit counts as engaged when it lasts 15 seconds or more, scrolls to at least 50% of the page, or includes a click.
Whichever you choose, every version still records visitors, conversions, leads, sales, revenue, refunds, time on page, scroll depth, clicks, rage clicks, dead clicks and video watch time, so you can read the other measures on the report at any time.
The currency symbol on reports is set in Settings under Tracking.