Difference Between Conversions and Goals

Insight and Experience each offer features for measuring user behavior on your website, referred to as "Conversions" and "Goals," respectively. Due to differences in their analytical purposes, they employ different measurement logics, which can lead to varying measurement results even with identical setups.

Differences in Measurement Definitions for Conversions and Goals

Since Insight's objective is to "intuitively understand customers through data," while Experience's objective is to "rapidly improve the website based on insights and improvement points gained from Insight," the measurement definitions for Conversions and Goals are as follows:

• Insight Conversion: The number of visits (sessions) that meet specified conditions.
• Experience Goal: The number of unique users who meet specified conditions.

Sample case

Setup:

• Experience Goal: Reaching the "Thanks" page.
• Insight Conversion: Reaching the same "Thanks" page.

With the above setup, if the following visit pattern occurs, Insight's Conversion measurement will be the number of visits that reached the goal, thus counted as +3. In contrast, Experience's Goal will only count the number of unique users who reached the Goal, thus counted as only +2.

Actual User Visit Behavior:

- Visit 1: Reaches "Thanks" page
- Visit 2: Also reaches "Thanks" page

- Visit 3: Reaches "Thanks" page
- Visit 4: Does not reach "Thanks" page

**Measurement Results:**

- **Experience Goal:** 2 (User A, User B)
- **Insight Conversion:** 3 (Visit 1, Visit 2, Visit 3)