If you’ve ever tried to track conversions in a B2B funnel, you know it’s rarely as simple as “user clicks, user buys.” Long sales cycles, multiple decision-makers, and weird edge cases are the norm. This guide is for anyone who’s tired of vague analytics dashboards and wants concrete, reliable goal tracking in Convert.com—especially if your funnel looks more like a spiderweb than a straight line.
Let’s cut through the noise and get your tracking sorted, step by step.
1. Map Out Your Real Funnel (Not the Fantasy Version)
Before you even log into Convert.com, get your actual funnel on paper. You can’t track what you haven’t defined.
- List all the meaningful steps: Think beyond “leads” and “sales.” In B2B, steps might include demo requests, downloads, multiple form fills, or even offline events like calls.
- Identify hand-offs: Where do leads jump platforms? Is there a CRM handoff? Does marketing lose sight of sales?
- Note any weirdness: Does a user create multiple accounts? Is there a key step outside your website? Write it down.
Pro Tip: Don’t bother tracking “vanity metrics” (like generic pageviews) unless they tie to real business outcomes. Focus on actions that signal real intent or progress.
2. Audit Your Tech Stack
You need to know what you can actually track. Convert.com is powerful, but it’s not magic.
- List all tools involved: CRMs, chat widgets, scheduling apps, payment processors, etc.
- Check where code can go: Can you add Convert’s tracking code everywhere you need? Some tools (like certain payment gateways) limit this.
- Spot the blind spots: If a step happens off-site or via email, Decide if you’ll track an earlier/later proxy event.
Honest take: If you can’t get tracking code on a key step, don’t waste hours trying to hack it. Find a close-enough event to track instead, or move that step if possible.
3. Set Up Convert.com’s Tracking Script
Now, let’s get technical.
- Install the Convert.com script on every page you want to track. This is non-negotiable.
- Usually, you’ll paste the snippet in your site’s
<head>. -
For single-page apps, make sure it fires on route changes, not just page load.
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Verify it’s working:
- Use Convert’s debug mode or browser console to ensure the script loads.
- Visit a few key pages and check if hits show up in Convert’s live tracking.
Pro Tip: Chrome extensions like Tag Assistant can help spot issues, but don’t trust them blindly—always double-check with Convert’s own tools.
4. Define Your Goals in Convert.com
This is where the rubber meets the road. Be precise.
Types of Goals
- URL-based Goals: Triggered when a user lands on a specific URL (e.g.,
/thank-you). - Event-based Goals: Triggered by custom actions (clicks, form submissions, downloads).
- Revenue Goals: Track monetary values—useful if your funnel has clear revenue moments.
For complex B2B funnels, you’ll probably use event-based goals most.
How to Set It Up
- Navigate to Goals > Create New Goal in Convert.com.
- Choose the right type for each step:
- Got a unique thank-you page? Use a URL goal.
- Want to track a button click or form submission? Use an event goal.
- Name goals clearly: “Demo Request - Form Submitted” beats “Goal 1.”
- Set up events:
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You’ll need to push custom events via JavaScript, e.g.: javascript window._conv_q = window._conv_q || []; window._conv_q.push(["triggerConversion", "Demo Request - Form Submitted"]);
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Fire this when your key action happens (after a successful form submit, not just on button click).
What to skip: Don’t create a dozen micro-goals for every tiny interaction. Focus on 3–5 steps that truly mark funnel progress.
5. Handle Multi-Touch and Long Sales Cycles
B2B funnels don’t end at the first form. Here’s how to keep tracking honest:
- Track re-engagements: If someone fills out a form, then comes back weeks later to schedule a call, track both. It’s common for B2B deals to have gaps.
- Use user IDs where possible: If your site allows login, pass a unique identifier with your events. This helps tie multiple actions to the same lead.
- Offline steps: For events (like phone calls) that happen offsite, consider:
- Zapier or API integrations to ping Convert.com when the event happens.
- Manual uploads if your sales team logs events in a CRM.
Caution: Multi-touch attribution is messy. Don’t get lost trying to track every single touchpoint. Stick to the most important ones that actually drive deals forward.
6. Test, Test, and Test Again
Nothing’s worse than thinking your funnel’s airtight, only to find out you missed half your conversions.
- Run through key flows yourself: Use test accounts, incognito windows, or QA tools.
- Try edge cases: Multiple submissions, weird browsers, mobile devices.
- Check what’s recorded in Convert.com: Don’t assume it’s tracking just because you fired an event.
Pro Tip: Do this before you ever present numbers to your boss or client. It’ll save you some awkward conversations later.
7. Make Reporting Actually Useful
Don’t just stare at dashboards—set up reports that answer real questions.
- Segment by funnel step: Are people dropping off after requesting a demo but before scheduling a call?
- Compare segments: How do different traffic sources perform? Are LinkedIn leads higher quality than Google Ads?
- Automate alerts: If a key step drops suddenly, get notified (most analytics tools, including Convert.com, can do this).
What to ignore: Don’t bother with “vanity” metrics like bounce rate unless you know what you’d do with that info. Focus on conversion rates at each real step.
8. Keep It Simple, Iterate Often
Complex B2B funnels change. Don’t try to make your tracking “perfect” on day one.
- Start with the basics: Track the top 2–3 steps that matter most for pipeline.
- Review every month or quarter: As your sales process evolves, so should your tracking.
- Document everything: Future you (or your team) will thank you.
Bottom line: Goal tracking in Convert.com isn’t rocket science, but it does take a bit of upfront work—especially in the B2B world, where everything’s more complicated than it needs to be. Get the basics right, resist the urge to over-engineer, and keep iterating. You’ll end up with data you can actually trust—and act on.