Goal completion rate

When you begin a digital marketing campaign, you identify goals and marketing metrics that you aim to hit. For example, you may be looking to increase your conversion rate on your eCommerce site to transition a higher number of users into paying customers.

We outline how to measure these goals and improve the goal conversion rate for any specific goal you have.


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    Templates using this KPI

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    Integrations using this KPI

What is goal completion rate?

Goal completion rate (GCR) shows the level of optimization on your site, your fulfillment of KPIs, and your ability to achieve business goals. Essentially, it measures how many of your visitors completed specific goals you set out for your company, all related to increasing sales, driving growth, and improving engagement.

The number of people you can convert on any number of goals, the more you will be able to grow the business. It is also used frequently in a/b testing to determine which email subject lines, landing page visuals, or marketing tools are more effective and which ones show a low completion rate. This can significantly inform a social media or marketing strategy moving forward.

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How to calculate goal completion rate

Goal completion rate is calculated as a ratio of the number of visitors who have completed your destination goal to the overall total number of visitors your site receives. You can use the google analytics dashboard to assess various metrics and determine how many of your customers are completing your goals. Still, because set goals are specific to your business needs, there is no “Goal completion rate” tab directly.

Goal completion rate formula


(Number of visitors who completed a goal / total website visitors) * 100


What is a good goal completion rate?

Ultimately, because set goals are personal for every business, there is no standardized goal completion rate to aim for. However, GCR is a critical metric that likely represents some of your company’s main priorities, so it is essential that you are satisfied with the number to ensure your business is operating in the way you want it to. Your marketing tactics are working effectively. Set out a completion goal in advance so that you know a specific range to aim for.

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What is a bad goal completion rate?

Again, there is no objectively bad number, but a completion rate representing an ineffective ROI or sales strategy will indicate that your GRC is lower than it needs to be.

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GCR KPI examples & templates

Your goal completion rate can be added to multiple different types of reports. Here are some of them:

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Google analytics report template Google analytics report template

A report with all the most important Google analytics metrics. Track all your web analytics, from single-page metrics, page load time, organic searches, total number of sessions, and more. 

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Digital marketing report template Digital marketing report template

From SEO to social media and PPC, this report gives you a good view of all online performance metrics. Get insights on user experience and figure out your digital marketing next steps.

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Ecommerce report template Ecommerce report template

A report with all the most important metrics for your eCommerce website, like bounce rate, shopping cart abandonment, and total revenue. Optimize your product pages to get better results in your report!

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Goal completion rate best practices

If you are not seeing the goal completion rate you are looking for and need to improve your business, consider employing the following strategies.

Goal conversion rate best practices

step 1 icon Conduct a/b testing

Have your sales team use various templates to test which versions of web pages and email blasts are more successful at converting customers. This can provide valuable market research information that you will use moving forward.

step 2 icon Keep the goals specific and measurable

When considering types of goals, make sure they are measurable and confined to a specific set of behaviors. Consider how other factors like pricing and the layout of particular pages are inadvertently affecting your goals.

step 3 icon Focus on user experience

Make sure that the layout and format of your content and web pages cater to the users’ needs and are designed to funnel them towards the goal you have in mind. For example, if it is impossible to find the ‘checkout’ button in your sales cart, you can ensure that customers won’t be making their purchases.

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