Custom Goals

Off-site conversions

Off-site conversions track actions that happen outside your Webflow site. Use them when your customer journey continues beyond your website — whether that’s closing a deal over the phone, processing a signup in your CRM, or tracking an in-app purchase. Reporting an off-site conversion to Webflow lets you connect those downstream actions back to the optimizations visitors saw on your site.

Enterprise plans only

Off-site conversion tracking is only available for Analyze and Optimize Enterprise plans.

How off-site conversions work

  1. A visitor comes to your site
  2. You call the client-side API — wf.setUserId() — on your site to link the visitor to a known user ID
  3. Later, the visitor converts outside your site (e.g., over the phone, in your CRM)
  4. Your backend triggers the server-side API — including that same user ID — to send the conversion data to Webflow
  5. Webflow validates the data (authorization token, timestamps, etc.)
  6. The verified conversion is attributed to the optimization that the visitor viewed

Off-site conversions are imported in nightly batches, so conversions may not appear in Analyze/Optimize until the following day.

Tracking off-site conversions

Tracking off-site conversions requires creating a custom goal in Webflow, and then implementing both the client-side and server-side APIs:

1

Part 1: Create a custom goal in Webflow

These steps are completed by a Webflow user in your Webflow site dashboard. Learn more about creating a custom goal in Webflow.

2

Part 2: Configure the backend

Every off-site conversion setup is different. Your exact configuration depends on your tools and system integrations. Use the following as building blocks.

Your development team needs to implement both the client-side and server-side APIs to connect off-site conversions to a custom goal in Webflow.

Prerequisites

Before getting started, your development team needs:

  • The off-site conversion authorization token
  • The custom goal event name
  • Your Analyze/Optimize Account ID (provided in the code snippet generated when creating the custom goal)
Compliance considerations

Off-site conversion tracking involves sending user identifiers between your systems and Webflow. Before implementing:

  • Ensure you have appropriate consent mechanisms in place
  • Review your privacy policy to include disclosures about this data sharing
  • Consult with your legal and privacy teams about your specific obligations

For guidance on protecting PII when calling wf.setUserId(), review our recommended guidelines.

Example: Credit card signups

In this example, a visitor applies for a credit card on your site, but the actual approval happens later after a review process. Assumes you’ve created a custom goal in Webflow with the event name application_accepted.

1

Step 1: Set the user ID (client-side)

When the visitor submits their application:

1wf.ready(function() {
2    wf.setUserId('applicationId', '123456789');
3});
2

Step 2: Send the conversion (server-side)

When the application is approved, your backend sends the event:

1POST /event HTTP/1.1
2Host: log.example.com
3Authorization: ApiKey AbCdEf123456
4Content-Type: application/json
5
6{
7    "customerId": "123456789",
8    "eventName": "application_accepted",
9    "userDomain": "applicationId",
10    "userId": "123456789",
11    "actionId": "23823940",
12    "actionTimestamp": 1578316150000,
13    "value": 149.99
14}

The conversion is now attributed to whatever optimization the visitor saw when they submitted their application.

API reference

setUserId()

Client-side API to identify visitors with a known user ID

Server-side API

HTTPS endpoint for sending off-site conversion data back to Webflow