How to set up and track B2B conversion goals in Bullseye

If you’re in B2B marketing or sales ops and want to prove your work actually drives results, you need conversion tracking that’s more than a checkbox. Maybe you just signed up for Bullseye and you’re staring at the dashboard, wondering what it’ll actually do for you. Or maybe you’ve been using it for months, but your “conversion goals” are just…there, not actually helping you make better calls.

This guide is for you. I’ll show you how to set up B2B conversion goals in Bullseye so you actually get data you can use, not just more noise. We’ll get into what works, what to skip, and how to avoid the most common (and costly) mistakes.

Before You Start: What Counts as a B2B Conversion? (Don’t Overthink It)

First, let’s get clear: a “conversion” isn’t always a sale. In B2B, the real action often happens earlier—think demo requests, pricing inquiries, or a booked call. Define conversions that actually matter for your team, not just what’s easy to track. Here are some you might care about:

  • Form submissions (demo, trial, contact sales)
  • Qualified lead creation (when marketing hands off to sales)
  • Content downloads (if you’re doing lead gen with whitepapers)
  • Event registrations (webinars, roundtables)
  • Product signups (if you’re SaaS)

Pro tip: Don’t pile on a dozen goals. Pick 2-3 that match your sales process. More metrics = more confusion.

Step 1: Map Your B2B Funnel

Before you set up anything in Bullseye, map out your buyer journey. This isn’t busywork; it’s how you avoid tracking useless stuff.

  • Ask: What’s the first action that signals buying intent? What’s the final step before sales takes over?
  • Write down: The actual URLs or events tied to those actions (e.g., /request-demo form, “Book a meeting” button click).
  • Check with sales: Are there any steps they actually care about that you’re missing?

If you skip this, you’ll end up with “conversion” data nobody trusts—or worse, nobody uses.

Step 2: Set Up Conversion Goals in Bullseye

Now you’ve got your key actions, let’s set them up in Bullseye. Their interface changes now and then, but here’s the general process:

2.1. Log into Your Bullseye Account

Obvious, but don’t skip: make sure you have admin rights. You can’t create or edit goals without them.

2.2. Go to the “Goals” Section

Usually, you’ll find this under “Analytics” or “Tracking.” If you can’t see it, your permissions might be too limited.

2.3. Create a New Goal

  • Name it clearly (e.g., “Demo Request Submitted” instead of “Form1”)
  • Pick the right goal type:
  • Destination goal: For page loads (like a “Thank You” page after a form)
  • Event goal: For actions that don’t load a new page (like button clicks)
  • Custom goal: If you’re piping in offline conversions or CRM updates

What works: Tracking destination and event goals covers 95% of B2B use cases.

What doesn’t: Don’t bother with “Page Views” as a conversion. No one cares if someone just looked at your homepage.

2.4. Define the Trigger

Set the conditions that count as a conversion. Be specific:

  • Destination: /thank-you-demo (not just /thank-you—get granular)
  • Event: Click on “Book a Meeting” button with a unique ID or class
  • Custom: Integration with your CRM, e.g., when a lead moves to “SQL”

Test your trigger. Fill out your own form, click the button, or run a dummy lead through your CRM. If Bullseye doesn’t fire the goal, double-check your setup.

2.5. Assign Value (Optional but Useful)

If you know what a conversion is worth—say, every demo request leads to $500 in pipeline—add it. But don’t make up numbers just to fill the blank. Use real data, or skip it for now.

Step 3: Integrate Bullseye with Your Key Tools

Tracking conversions is pointless if you can’t tie them to actual leads and deals. This is where integrations matter.

3.1. CRM Integration

Connect Bullseye with your CRM (Salesforce, HubSpot, etc.). This lets you:

  • See which conversions turn into qualified leads or closed deals
  • Pass back offline conversions to Bullseye for full-funnel tracking

What works: Direct integrations are fastest. If Bullseye has a native connector, use it.

What doesn’t: CSV exports as your main method. It’s slow, error-prone, and nobody keeps it updated.

3.2. Marketing Automation/Email

If you’re using tools like Marketo, Pardot, or Mailchimp, hook them up. This lets you:

  • Nurture leads who convert
  • Score leads based on Bullseye events

Don’t go integration-crazy. Stick to connecting only what you actually use.

3.3. Zapier or API

If Bullseye doesn’t have a direct integration, use Zapier or their API. But beware: APIs change, and Zapier “Zaps” can break quietly. Check them monthly.

Step 4: Test Your Conversion Goals (Don’t Skip This)

Most conversion tracking fails due to bad testing. Here’s how to do it right:

  • Use an incognito window or test profile
  • Complete the conversion action (submit a form, click the button)
  • Check Bullseye’s real-time or recent activity logs—did it count?
  • Test from mobile and desktop; sometimes scripts fail on one or the other
  • If you’re using integrations, check that data flows to your CRM or other tools

Pro tip: Document your test process. That way, when someone says “this isn’t tracking,” you can show what you did.

Step 5: Build Useful Conversion Reports

Bullseye gives you a lot of reporting options. Most users drown in them. Here’s what’s actually worth checking:

  • Conversion rate by channel: Where are your best leads coming from?
  • Conversion rate by landing page: Is one offer outperforming the rest?
  • Lead quality post-conversion: Which sources lead to real pipeline, not just form fills?
  • Time to conversion: Are B2B buyers taking weeks or just days to take action?

Ignore anything that doesn’t help you make a decision. Vanity metrics (like “engagement score” with no tie to revenue) are a waste of time.

Pro tip: Set up automated reports to hit your inbox weekly. If you’re not looking at the data, it might as well not exist.

Step 6: Share Insights (Not Just Data) With Your Team

Don’t just send screenshots of charts. Translate the numbers into actions:

  • “LinkedIn ads drove 60% of demo requests last month, but only 10% became qualified leads. We should revisit targeting.”
  • “Webinar sign-ups are high, but nobody books a call afterward. Let’s try a follow-up email with a direct CTA.”
  • “Organic search is slow, but those leads convert to pipeline at twice the rate of paid.”

If your team isn’t acting on your conversion data, tweak your goals or reports until they care.

The Honest Take: What to Watch Out For

  • False positives: If your goal fires on the wrong event (e.g., every page load), your numbers are useless.
  • Too many goals: More isn’t better. You’ll lose sight of what matters.
  • Integration breakdowns: APIs and connectors break. Schedule a monthly check.
  • Overvaluing “soft” conversions: Downloads and form fills are only valuable if they lead to pipeline. Track what matters.

Keep It Simple, Iterate Often

Setting up and tracking B2B conversion goals in Bullseye isn’t rocket science, but it’s easy to overcomplicate. Start with a few key actions that actually drive your sales process. Test everything, automate your reporting, and ignore the noise. Over time, refine your goals based on what’s working and what your team actually uses.

Don’t chase “perfect” tracking from day one. Get actionable data, learn, and improve as you go. That’s how you actually move the needle.