The Goals feature within Matomo helps track your website performance against business objectives. These include objectives such as, lead generation, online sales and increased brand exposure.

Goals are potentially the most important part of your analytics tracking. Well-defined goals can help you to understand things like, the type of visitors converting on your website objectives, the marketing channels those visitors are coming from, and why some visitors aren’t converting. Goals data can help you improve your website in under-performing areas so you can convert more visits to leads. They can also help you identify the most beneficial marketing channels to focus on.

On every website, there are specific actions visitors take which contribute to objectives. These actions will vary, but could be as simple as visiting a specific page, or submitting an online form. As these goals vary between sites, you will need to manually configure them to collect useful data.