Goal conversion rate now counts visitors, not hits

Goal conversion rate is now calculated the same way everywhere: visitors who reached a goal at least once, divided by the visitors the widget or campaign reached.

Before, widget reports divided the total number of goal hits by the number of views. A visitor who saw a popup three times and clicked twice counted as three views and two goal hits, which made rates swing with how often a widget was shown and how many times people clicked. Campaigns already used visitors, so the two kinds of reports did not compare.

What changed

• One definition. Widgets, widget experiments and campaigns all use visitors with goal hits divided by reach (unique visitors).
• More reliable winners. Confidence in widget experiments is now calculated on unique visitors, so one enthusiastic visitor can't tip a test.
• Both numbers are still there. Reports show Visitors with goal hits and Total goal hits side by side. Hover over a goal count to see both.
• Consistent names. Widget experiment metrics now use the same names as campaigns, Conversion rate, Goal conversion rate and Revenue per visitor, in the app, in exports and in the API.

What you might notice

Goal conversion rates for widgets will look different from before, usually lower if visitors trigger goals repeatedly, or higher if your widgets are shown many times per visitor. The new numbers are the ones to compare across widgets and campaigns. Your data has not changed, only how it is summarized.