Goals
Goals in the context of A/B testing are specific actions or outcomes that you want your users to accomplish on your website. These could include making a purchase, signing up for a newsletter, completing a form submission, or any other desired action that aligns with your business objectives. Goals can be measured by conversions to determine how successful a variant is.
Analytics
Analytics refer to the quantitative data and metrics collected to monitor and analyze user behavior, website performance, and other relevant factors. Unlike goals, which focus on specific conversion events, analytics encompass a broader range of metrics that provide insights into overall user engagement, site traffic, and revenue generation. In Compose, we automatically track "total revenue" as an analytic metric so that you can see trends in cumulative revenue per variant.
Key Differences
Nature of Measurement: Goals focus on specific conversion events that represent predefined actions or outcomes, while analytics encompass a broader range of quantitative metrics that provide insights into overall website performance and user behavior.
Single vs. Multiple Events: Goals are tracked as single occurrences of desired actions, counting each conversion event only once. In contrast, analytics metrics track raw numbers of events, allowing for multiple occurrences by the same user over time.