Choose the primary outcome
A primary goal defines the main outcome used to interpret an experiment. Secondary goals provide context and guardrails. Attach goals to the draft before publishing; started measurement definitions are frozen.
Use the exact event name
The SDK's event name must match the configured goal. Conversion and custom goals use recorded events. Record exposure when a visitor actually sees the assigned experience, then track the outcome event when it occurs.
Stable event IDs support deduplication. Do not replay historical purchases when an SDK or tag manager initializes.
Revenue goals
Set the ISO currency explicitly for revenue. Event values use integer minor currency units, not formatted money strings. The currency's number of minor units matters: not every currency has two decimal places.
Revenue analysis uses exposed visitors and visitor-level revenue sums and squares. Keep currencies separate; do not add amounts in different currencies as if they were comparable.