Experiment results need goals
A goal is the success definition for an experiment. Without goals such as CTA click, signup_started, signup_completed, purchase_completed or demo_requested, Testvoy can assign traffic but cannot show which variant produced a defensible business result.
Primary goal is the decision metric
Secondary goals are supporting signals
Revenue goals show revenue impact
Funnel goals expose loss between steps
window.testvoy?.track("signup_completed", {
plan: "growth",
source: "pricing_page"
});Event naming and data hygiene
Event names should be simple, stable and snake_case. Avoid sending unnecessary personal data, raw card data or sensitive customer data in event payloads. Sending the same business event under different names fragments reporting.
- Is the event name consistent?
- Does payload avoid unnecessary personal data?
- Is currency consistent?
- Does the goal condition match the event payload?
- Does it appear as accepted in recent events?
Example goal and event setup
Example: a conversion is counted when the user completes the signup form. The developer sends one consistent event name, and the marketer chooses the same event name as the primary goal in Testvoy. If the event name differs, the report stays empty.
- 01
Add a track call after success screen or form submit
- 02
Use signup_completed as event name
- 03
Create a Custom event goal in Testvoy > Goals
- 04
Enter signup_completed in the Event name field
- 05
Check accepted event in Verify installation
window.testvoy?.track("signup_completed", {
plan: "growth",
source: "pricing_page"
});Practical scenario
A growth team changes CTA copy on the pricing page, connects signup_started and signup_completed goals, then reads Google Ads and returning visitor segments separately. If the result is promising, they share a report link with the client or leadership.
Common mistakes
Most mistakes come from wrong project keys, overly broad selectors, missing goals, staging/prod mixups, early decisions on small samples or skipping mobile QA.
Naming an experiment 'test'
Launching without a goal
Deciding on total CVR only
Sending screenshots instead of shareable reports