Measuring

Goals & funnels

A goal turns a page or an event into a conversion rate. A funnel shows where people fall out on the way there.

Goals

Create goals on the Events → Goals tab. There are two kinds.

Type	Matches on	Example
Page	The URL path. A trailing `*` matches any suffix.	`/signup/success` `/checkout/*`
Event	A custom event name, matched exactly.	`purchase` `cta_click`

ThunderStats counts unique visitors who reached the goal and shows a conversion rate against total visitors for the selected period. Opening a goal gives a per-goal breakdown — sources, landing pages, countries and devices — limited to sessions that actually converted.

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Server-side events count automatically

Goals match on event name regardless of where the event came from. An event sent from your backend counts toward an existing goal with no extra configuration.

Funnels

A funnel is an ordered list of steps, and each step is either a page or an event — you can mix them freely.

Page steps match the URL path exactly, or use a trailing * for a prefix match.
Event steps match a custom event name.

A typical checkout funnel:

Funnel steps

1. page   /pricing
2. page   /checkout/*
3. event  purchase

Each step reports the visitors who reached it and the drop-off from the step before. Run a funnel ad-hoc to explore, or save it to keep it on the page.

Getting useful numbers

Steps are matched in order within a visitor session, so a funnel measures a single visit rather than a journey across days.
Keep event names stable. Renaming an event starts a new series — the old name keeps its history under the old name.
For revenue, send it on the event rather than deriving it from a page. Revenue totals come from the event payload.

Next: HTTP API →