How to create custom objectives and goals in Google Optimize for B2B websites

If you run a B2B website and want to really know what’s working, Google Optimize can help—but only if you set it up right. Out-of-the-box goals like “pageviews” or “session duration” don’t mean much if your sales cycle is long and your leads are picky. You need custom objectives that actually tie to the actions you care about—think demo requests, whitepaper downloads, or that rare moment when someone fills out your lead form.

This guide cuts through the fluff and shows you, step by step, how to set up custom objectives and goals in Google Optimize so you’re measuring what matters. We’ll also talk about what’s worth tracking (and what isn’t), and how to avoid common mistakes that waste everyone’s time.

Why B2B Sites Need Custom Goals (Not Just “Clicks”)

Let’s be honest: most B2B websites don’t get thousands of conversions a week. A/B testing “headline color” won’t move the needle if your real bottleneck is getting qualified leads to engage at all. That’s why it’s critical to track the real stuff:

  • Demo requests
  • ‘Contact Us’ form submissions
  • Whitepaper or case study downloads
  • Newsletter signups (if that’s a legit lead for you)
  • Account registrations

Generic goals like “time on page” or “bounce rate” are easy to set up, but don’t tell you if you’re actually getting more business. If your boss wants to see “engagement,” fine, but don’t confuse that with results.

Step 1: Figure Out What You Actually Want to Track

Before you dive into Google Optimize, get clear about the real actions that move your business forward. Ask yourself:

  • What’s the main conversion on this page? (Form, download, chat, etc.)
  • Are there micro-conversions that make sense to track? (E.g., started filling a form, clicked ‘Get Pricing’)
  • Is this action tracked in Google Analytics already—or do you need to add it?

Pro tip: Don’t try to track everything. Pick 1-3 goals that line up with sales or marketing KPIs. More than that, and you’ll drown in noise.

Step 2: Make Sure Google Analytics Is Tracking Your Key Actions

Google Optimize pulls goals and events from Google Analytics. If you haven’t set up conversion tracking there, do this first:

  1. Set Up Google Analytics (GA4):
    Make sure the latest version (GA4) is running on your site. If you’re still on Universal Analytics, you’re in for a rough time (and it’s basically obsolete).

  2. Create Events for Key Actions:

  3. For form submissions: Fire an event when someone successfully submits.
  4. For downloads: Track clicks on download links as events.
  5. For chat or call buttons: Again, use events.

  6. Use Google Tag Manager if you’re not a developer—it’s not “easy,” but it’s easier than hardcoding.

  7. Mark Events as Conversions:
    In GA4, you need to mark these events as conversions. Don’t skip this, or Optimize won’t see them.

Honest take: If you skip this step, you’ll waste hours wondering why your goals don’t show up in Optimize. Google’s not great at telling you when you’ve missed something.

Step 3: Connect Google Optimize to Google Analytics

If you haven’t linked Google Optimize to your Analytics property, do it now. Here’s how:

  • When setting up an experiment in Google Optimize, you’ll be prompted to link a Google Analytics property.
  • Double-check you’re linking to the right view/property. It’s easy to get this wrong if you manage multiple sites or have a messy Analytics account.

Watch out: If you’re running a test on a subdomain or a staging site, make sure your Analytics is tracking those too. Otherwise, your goals won’t register.

Step 4: Set Up an Experiment in Google Optimize

Now you’re ready to test. Here’s the process:

  1. Create a New Experience:
  2. In Google Optimize, click “Create Experience.”

  3. Name it something that makes sense (“Homepage Demo Form Test”)—not just “Test 5.”

  4. Choose the Type of Test:

  5. A/B test is the most common.

  6. For larger changes, you might use Multivariate or Redirect, but let’s keep it simple for now.

  7. Pick the Page to Test:
    Enter the URL where the test will run.

Step 5: Add a Custom Objective (Goal)

This is where most people get lost. Here’s how to actually add a custom objective:

  1. In the Experience setup, scroll to the ‘Objectives’ section.
  2. Primary Objective:
  3. Click “Choose objective.”
  4. You’ll see a list of existing Analytics goals and events (now called conversions in GA4).

  5. Pick the event or conversion you set up earlier (e.g., “form_submit” or “demo_request”).

  6. Add Secondary Objectives (optional):
    You can track more than one, but keep your main KPI as the primary.

  7. Custom Objectives:

  8. If you don’t see your event, double-check Analytics (it can take a few hours for new events to show up).
  9. If you’re technical, you can also use JavaScript conditions or page URLs as custom objectives, but most folks are fine using Analytics events.

Skip This: Don’t bother tracking “Pageviews” or “Session Duration” unless you have a very good reason. They usually don’t mean much for B2B lead gen.

Step 6: QA Like Your Job Depends on It (Because It Does)

Testing is where a lot of B2B teams go wrong. Before you launch your experiment:

  • Use Google Tag Assistant or GA Debugger to make sure your conversions are firing.
  • Go through your test variation as a regular user. Did the event fire when you filled out the form?
  • Check both mobile and desktop. B2B buyers use both, and you don’t want to miss conversions because the tracking broke on iPhone.

Pro tip: If you’re not seeing conversions in Google Optimize, 99% of the time it’s a problem with Analytics tracking or the event not being marked as a conversion.

Step 7: Launch the Experiment and Watch for Real Results

Once you’re sure everything’s working:

  • Set your experiment live.
  • Don’t obsess over “statistical significance” if you only get a handful of conversions a week. Look for directional results.
  • Give it enough time. For B2B, that usually means several weeks, not days.

What to ignore: Don’t get distracted by vanity metrics, like “impressions” or “engagement.” If your real goal is more demo requests, that’s the only number that counts.

What Works, What Doesn’t, and What to Ignore

What works: - Tracking real, bottom-of-funnel actions (forms, downloads, chats). - Keeping your objectives focused and tied to business outcomes. - QA’ing your tracking before you launch.

What doesn’t: - Tracking every click or scroll. You’ll just create noise. - Using default goals that don’t map to business value. - Relying on Optimize’s built-in “pageviews” unless you have a content site (and most B2B sites aren’t).

Ignore: - “Best practices” that don’t fit your business. If a blog post says to track “average session duration,” ask why before you spend time on it.

Wrapping Up: Keep It Simple, Iterate, and Don’t Chase Vanity Metrics

Custom objectives in Google Optimize aren’t rocket science, but they do require some up-front thinking and a little patience. Focus on the actions that drive your business, keep your setup lean, and don’t get bogged down with tracking every possible event. Run a test, see what happens, and tweak from there. The best B2B optimizers are the ones who keep things simple and iterate, not the ones who overcomplicate. Good luck—and remember, if you’re not sure if something’s worth tracking, it probably isn’t.