diff --git a/PLAN.md b/PLAN.md
index 407f351..bc56150 100644
--- a/PLAN.md
+++ b/PLAN.md
@@ -75,16 +75,16 @@ Individual report pages accessible from the dashboard sidebar.
 
 Allow users to define goals and track conversion rates.
 
-- [ ] Build `GoalController` CRUD (create, edit, delete goals per website)
-- [ ] Support goal types:
+- [x] Build `GoalController` CRUD (create, edit, delete goals per website)
+- [x] Support goal types:
   - **URL destination** — session visited a specific path
   - **Event match** — a specific event name/category was fired
   - **Duration** — session lasted longer than N seconds
   - **Pages per session** — session hit N+ page views
-- [ ] Create a `GoalEvaluationService` that checks incoming data against active goals and records `GoalConversion` entries
-- [ ] Hook goal evaluation into `CollectController` after recording page view / event
-- [ ] Build a **Conversions report** — goal completion count, conversion rate (completions / sessions), goal value totals
-- [ ] Add goal completion sparklines to the main dashboard
+- [x] Create a `GoalEvaluationService` that checks incoming data against active goals and records `GoalConversion` entries
+- [x] Hook goal evaluation into `CollectController` after recording page view / event
+- [x] Build a **Conversions report** — goal completion count, conversion rate (completions / sessions), goal value totals
+- [x] Add goal completion sparklines to the main dashboard
 
 ---
 
diff --git a/app/Http/Controllers/CollectController.php b/app/Http/Controllers/CollectController.php
index 657f3d0..fc49f1b 100644
--- a/app/Http/Controllers/CollectController.php
+++ b/app/Http/Controllers/CollectController.php
@@ -7,6 +7,7 @@ use App\Models\Event;
 use App\Models\PageView;
 use App\Models\Visitor;
 use App\Models\Website;
+use App\Services\GoalEvaluationService;
 use Illuminate\Http\JsonResponse;
 use Illuminate\Http\Request;
 use Illuminate\Support\Carbon;
@@ -120,6 +121,10 @@ class CollectController extends Controller
             'is_bounce' => $session->pageViews()->count() <= 1,
         ]);
 
+        $session->refresh();
+
+        app(GoalEvaluationService::class)->evaluate($website, $visitor, $session, $payload, $now);
+
         return response()->json(['ok' => true]);
     }
 
diff --git a/app/Http/Controllers/DashboardController.php b/app/Http/Controllers/DashboardController.php
index dbb6e1b..5a02e76 100644
--- a/app/Http/Controllers/DashboardController.php
+++ b/app/Http/Controllers/DashboardController.php
@@ -23,9 +23,12 @@ class DashboardController extends Controller
         $metrics = $service->summary();
         $chartData = $service->visitorsOverTime();
         $activeVisitors = AnalyticsQueryService::activeVisitors($website);
+        $goalConversions = $service->conversionsReport();
+        $goalChartData = $service->goalCompletionsOverTime();
 
         return view('dashboard.show', compact(
-            'website', 'metrics', 'chartData', 'activeVisitors', 'from', 'to',
+            'website', 'metrics', 'chartData', 'activeVisitors',
+            'goalConversions', 'goalChartData', 'from', 'to',
         ));
     }
 
diff --git a/app/Http/Controllers/GoalController.php b/app/Http/Controllers/GoalController.php
new file mode 100644
index 0000000..f347152
--- /dev/null
+++ b/app/Http/Controllers/GoalController.php
@@ -0,0 +1,78 @@
+<?php
+
+namespace App\Http\Controllers;
+
+use App\Http\Requests\StoreGoalRequest;
+use App\Http\Requests\UpdateGoalRequest;
+use App\Models\Goal;
+use App\Models\Website;
+use Illuminate\Http\RedirectResponse;
+use Illuminate\View\View;
+
+class GoalController extends Controller
+{
+    public function index(Website $website): View
+    {
+        $this->authorize('view', $website);
+
+        $goals = $website->goals()->latest()->get();
+
+        return view('goals.index', compact('website', 'goals'));
+    }
+
+    public function create(Website $website): View
+    {
+        $this->authorize('view', $website);
+
+        return view('goals.create', compact('website'));
+    }
+
+    public function store(StoreGoalRequest $request, Website $website): RedirectResponse
+    {
+        $this->authorize('view', $website);
+
+        $data = $request->validated();
+        $data['is_active'] = $request->boolean('is_active', true);
+
+        $website->goals()->create($data);
+
+        return redirect()
+            ->route('goals.index', $website)
+            ->with('success', 'Goal created successfully.');
+    }
+
+    public function edit(Website $website, Goal $goal): View
+    {
+        $this->authorize('view', $website);
+        abort_unless($goal->website_id === $website->id, 404);
+
+        return view('goals.edit', compact('website', 'goal'));
+    }
+
+    public function update(UpdateGoalRequest $request, Website $website, Goal $goal): RedirectResponse
+    {
+        $this->authorize('view', $website);
+        abort_unless($goal->website_id === $website->id, 404);
+
+        $data = $request->validated();
+        $data['is_active'] = $request->boolean('is_active', true);
+
+        $goal->update($data);
+
+        return redirect()
+            ->route('goals.index', $website)
+            ->with('success', 'Goal updated successfully.');
+    }
+
+    public function destroy(Website $website, Goal $goal): RedirectResponse
+    {
+        $this->authorize('view', $website);
+        abort_unless($goal->website_id === $website->id, 404);
+
+        $goal->delete();
+
+        return redirect()
+            ->route('goals.index', $website)
+            ->with('success', 'Goal deleted successfully.');
+    }
+}
diff --git a/app/Http/Controllers/ReportController.php b/app/Http/Controllers/ReportController.php
index 5eae8d2..42c5afb 100644
--- a/app/Http/Controllers/ReportController.php
+++ b/app/Http/Controllers/ReportController.php
@@ -193,4 +193,22 @@ class ReportController extends Controller
             'trending' => $service->eventTrending($eventName),
         ]);
     }
+
+    // ---- Conversions ----
+
+    public function conversions(Request $request, Website $website): View
+    {
+        $this->authorize('view', $website);
+        [$from, $to] = $this->parseDateRange($request);
+        $service = AnalyticsQueryService::for($website, $from, $to);
+
+        return view('reports.conversions', [
+            'website' => $website,
+            'from' => $from,
+            'to' => $to,
+            'goals' => $service->conversionsReport(),
+            'chartData' => $service->goalCompletionsOverTime(),
+            'totalSessions' => $service->totalSessions(),
+        ]);
+    }
 }
diff --git a/app/Http/Requests/StoreGoalRequest.php b/app/Http/Requests/StoreGoalRequest.php
new file mode 100644
index 0000000..80b1f51
--- /dev/null
+++ b/app/Http/Requests/StoreGoalRequest.php
@@ -0,0 +1,34 @@
+<?php
+
+namespace App\Http\Requests;
+
+use Illuminate\Foundation\Http\FormRequest;
+use Illuminate\Validation\Rule;
+
+class StoreGoalRequest extends FormRequest
+{
+    public function authorize(): bool
+    {
+        return true;
+    }
+
+    public function rules(): array
+    {
+        return [
+            'name' => ['required', 'string', 'max:255'],
+            'type' => ['required', Rule::in(['url_destination', 'event_match', 'duration', 'pages_per_session'])],
+            'default_value' => ['nullable', 'numeric', 'min:0'],
+            'is_active' => ['sometimes', 'boolean'],
+
+            'conditions.path' => ['required_if:type,url_destination', 'nullable', 'string', 'max:2048'],
+            'conditions.match_type' => ['required_if:type,url_destination', 'nullable', Rule::in(['exact', 'starts_with', 'contains', 'regex'])],
+
+            'conditions.event_name' => ['required_if:type,event_match', 'nullable', 'string', 'max:255'],
+            'conditions.event_category' => ['nullable', 'string', 'max:255'],
+
+            'conditions.seconds' => ['required_if:type,duration', 'nullable', 'integer', 'min:1'],
+
+            'conditions.page_count' => ['required_if:type,pages_per_session', 'nullable', 'integer', 'min:1'],
+        ];
+    }
+}
diff --git a/app/Http/Requests/UpdateGoalRequest.php b/app/Http/Requests/UpdateGoalRequest.php
new file mode 100644
index 0000000..1f69ef2
--- /dev/null
+++ b/app/Http/Requests/UpdateGoalRequest.php
@@ -0,0 +1,34 @@
+<?php
+
+namespace App\Http\Requests;
+
+use Illuminate\Foundation\Http\FormRequest;
+use Illuminate\Validation\Rule;
+
+class UpdateGoalRequest extends FormRequest
+{
+    public function authorize(): bool
+    {
+        return true;
+    }
+
+    public function rules(): array
+    {
+        return [
+            'name' => ['required', 'string', 'max:255'],
+            'type' => ['required', Rule::in(['url_destination', 'event_match', 'duration', 'pages_per_session'])],
+            'default_value' => ['nullable', 'numeric', 'min:0'],
+            'is_active' => ['sometimes', 'boolean'],
+
+            'conditions.path' => ['required_if:type,url_destination', 'nullable', 'string', 'max:2048'],
+            'conditions.match_type' => ['required_if:type,url_destination', 'nullable', Rule::in(['exact', 'starts_with', 'contains', 'regex'])],
+
+            'conditions.event_name' => ['required_if:type,event_match', 'nullable', 'string', 'max:255'],
+            'conditions.event_category' => ['nullable', 'string', 'max:255'],
+
+            'conditions.seconds' => ['required_if:type,duration', 'nullable', 'integer', 'min:1'],
+
+            'conditions.page_count' => ['required_if:type,pages_per_session', 'nullable', 'integer', 'min:1'],
+        ];
+    }
+}
diff --git a/app/Services/AnalyticsQueryService.php b/app/Services/AnalyticsQueryService.php
index 400ef47..cd5850d 100644
--- a/app/Services/AnalyticsQueryService.php
+++ b/app/Services/AnalyticsQueryService.php
@@ -432,6 +432,67 @@ class AnalyticsQueryService
             ->get();
     }
 
+    // ---- Conversions ----
+
+    public function conversionsReport(): Collection
+    {
+        $goals = \App\Models\Goal::where('website_id', $this->website->id)->get();
+        $totalSessions = $this->totalSessions();
+
+        return $goals->map(function ($goal) use ($totalSessions) {
+            $completions = \App\Models\GoalConversion::where('goal_id', $goal->id)
+                ->whereBetween('converted_at', [$this->from, $this->to])
+                ->count();
+
+            $totalValue = \App\Models\GoalConversion::where('goal_id', $goal->id)
+                ->whereBetween('converted_at', [$this->from, $this->to])
+                ->sum('value');
+
+            return (object) [
+                'id' => $goal->id,
+                'name' => $goal->name,
+                'type' => $goal->type,
+                'is_active' => $goal->is_active,
+                'completions' => $completions,
+                'conversion_rate' => $totalSessions > 0 ? round(($completions / $totalSessions) * 100, 2) : 0,
+                'total_value' => $totalValue,
+            ];
+        });
+    }
+
+    public function goalCompletionsOverTime(): Collection
+    {
+        $days = $this->from->diffInDays($this->to);
+        $groupFormat = $days <= 2 ? '%Y-%m-%d %H:00' : '%Y-%m-%d';
+        $carbonFormat = $days <= 2 ? 'Y-m-d H:00' : 'Y-m-d';
+
+        $data = \App\Models\GoalConversion::where('website_id', $this->website->id)
+            ->whereBetween('converted_at', [$this->from, $this->to])
+            ->select(
+                DB::raw("strftime('{$groupFormat}', converted_at) as period"),
+                DB::raw('COUNT(*) as completions'),
+            )
+            ->groupBy('period')
+            ->orderBy('period')
+            ->get()
+            ->keyBy('period');
+
+        $periods = collect();
+        $cursor = $this->from->copy();
+        $increment = $days <= 2 ? 'addHour' : 'addDay';
+
+        while ($cursor->lte($this->to)) {
+            $key = $cursor->format($carbonFormat);
+            $periods->push([
+                'period' => $key,
+                'completions' => $data->get($key)?->completions ?? 0,
+            ]);
+            $cursor->$increment();
+        }
+
+        return $periods;
+    }
+
     // ---- Real-Time ----
 
     public static function activeVisitors(Website $website, int $minutes = 5): int
diff --git a/app/Services/GoalEvaluationService.php b/app/Services/GoalEvaluationService.php
new file mode 100644
index 0000000..dbd4e68
--- /dev/null
+++ b/app/Services/GoalEvaluationService.php
@@ -0,0 +1,114 @@
+<?php
+
+namespace App\Services;
+
+use App\Models\AnalyticsSession;
+use App\Models\Goal;
+use App\Models\GoalConversion;
+use App\Models\Visitor;
+use App\Models\Website;
+use Illuminate\Support\Carbon;
+use Illuminate\Support\Collection;
+
+class GoalEvaluationService
+{
+    public function evaluate(
+        Website $website,
+        Visitor $visitor,
+        AnalyticsSession $session,
+        array $payload,
+        Carbon $now,
+    ): void {
+        $goals = $website->goals()->where('is_active', true)->get();
+
+        foreach ($goals as $goal) {
+            if ($this->alreadyConverted($goal, $session)) {
+                continue;
+            }
+
+            if ($this->matches($goal, $session, $payload)) {
+                GoalConversion::create([
+                    'goal_id' => $goal->id,
+                    'website_id' => $website->id,
+                    'visitor_id' => $visitor->id,
+                    'analytics_session_id' => $session->id,
+                    'value' => $goal->default_value,
+                    'converted_at' => $now,
+                ]);
+            }
+        }
+    }
+
+    private function alreadyConverted(Goal $goal, AnalyticsSession $session): bool
+    {
+        return GoalConversion::where('goal_id', $goal->id)
+            ->where('analytics_session_id', $session->id)
+            ->exists();
+    }
+
+    private function matches(Goal $goal, AnalyticsSession $session, array $payload): bool
+    {
+        return match ($goal->type) {
+            'url_destination' => $this->matchesUrlDestination($goal, $payload),
+            'event_match' => $this->matchesEvent($goal, $payload),
+            'duration' => $this->matchesDuration($goal, $session),
+            'pages_per_session' => $this->matchesPagesPerSession($goal, $session),
+            default => false,
+        };
+    }
+
+    private function matchesUrlDestination(Goal $goal, array $payload): bool
+    {
+        $conditions = $goal->conditions;
+        $path = $payload['path'] ?? '';
+        $targetPath = $conditions['path'] ?? '';
+        $matchType = $conditions['match_type'] ?? 'exact';
+
+        if (! $path || ! $targetPath) {
+            return false;
+        }
+
+        return match ($matchType) {
+            'exact' => $path === $targetPath,
+            'starts_with' => str_starts_with($path, $targetPath),
+            'contains' => str_contains($path, $targetPath),
+            'regex' => (bool) @preg_match($targetPath, $path),
+            default => false,
+        };
+    }
+
+    private function matchesEvent(Goal $goal, array $payload): bool
+    {
+        if (($payload['type'] ?? '') !== 'event') {
+            return false;
+        }
+
+        $conditions = $goal->conditions;
+        $eventName = $conditions['event_name'] ?? '';
+
+        if (! $eventName || ($payload['event_name'] ?? '') !== $eventName) {
+            return false;
+        }
+
+        $requiredCategory = $conditions['event_category'] ?? null;
+        if ($requiredCategory && ($payload['event_category'] ?? '') !== $requiredCategory) {
+            return false;
+        }
+
+        return true;
+    }
+
+    private function matchesDuration(Goal $goal, AnalyticsSession $session): bool
+    {
+        $requiredSeconds = $goal->conditions['seconds'] ?? 0;
+
+        return $session->duration >= $requiredSeconds;
+    }
+
+    private function matchesPagesPerSession(Goal $goal, AnalyticsSession $session): bool
+    {
+        $requiredPages = $goal->conditions['page_count'] ?? 0;
+
+        return $session->pages_count >= $requiredPages;
+    }
+}
diff --git a/resources/views/components/report-layout.blade.php b/resources/views/components/report-layout.blade.php
index a56b6e8..6d59941 100644
--- a/resources/views/components/report-layout.blade.php
+++ b/resources/views/components/report-layout.blade.php
@@ -53,6 +53,11 @@
                             <h4 class="px-3 text-xs font-semibold text-gray-400 uppercase tracking-wider mb-1">Events</h4>
                             <a href="{{ route('reports.events', [$website] + $q) }}" class="block rounded-md px-3 py-1.5 text-sm {{ $active('reports.events') }}">Overview</a>
                         </div>
+
+                        <div>
+                            <h4 class="px-3 text-xs font-semibold text-gray-400 uppercase tracking-wider mb-1">Conversions</h4>
+                            <a href="{{ route('reports.conversions', [$website] + $q) }}" class="block rounded-md px-3 py-1.5 text-sm {{ $active('reports.conversions') }}">Goals</a>
+                        </div>
                     </div>
                 </nav>
 
diff --git a/resources/views/dashboard/show.blade.php b/resources/views/dashboard/show.blade.php
index 22f538f..7894374 100644
--- a/resources/views/dashboard/show.blade.php
+++ b/resources/views/dashboard/show.blade.php
@@ -92,6 +92,44 @@
                 </div>
             </div>
 
+            {{-- Goal Completions --}}
+            @if ($goalConversions->isNotEmpty())
+                <div class="bg-white overflow-hidden shadow-sm sm:rounded-lg p-6">
+                    <div class="flex items-center justify-between mb-4">
+                        <h3 class="text-base font-semibold text-gray-900">Goal Completions</h3>
+                        <div class="flex items-center gap-3">
+                            <a href="{{ route('reports.conversions', [$website] + request()->only(['range', 'from', 'to'])) }}" class="text-sm text-indigo-600 hover:text-indigo-800">View report</a>
+                            <a href="{{ route('goals.index', $website) }}" class="text-sm text-gray-500 hover:text-gray-700">Manage goals</a>
+                        </div>
+                    </div>
+
+                    <div class="grid gap-4 sm:grid-cols-2 lg:grid-cols-3">
+                        @foreach ($goalConversions->where('is_active', true)->take(6) as $goal)
+                            <div class="rounded-lg border border-gray-200 p-4">
+                                <div class="flex items-center justify-between mb-1">
+                                    <span class="text-sm font-medium text-gray-900 truncate">{{ $goal->name }}</span>
+                                    <span class="text-xs text-gray-500">{{ $goal->conversion_rate }}%</span>
+                                </div>
+                                <div class="text-2xl font-bold text-gray-900">{{ number_format($goal->completions) }}</div>
+                                @if ($goal->total_value)
+                                    <div class="text-xs text-gray-500 mt-0.5">${{ number_format($goal->total_value, 2) }} value</div>
+                                @endif
+                                <div class="mt-2 w-full bg-gray-100 rounded-full h-1.5">
+                                    <div class="bg-emerald-500 h-1.5 rounded-full" style="width: {{ min($goal->conversion_rate, 100) }}%"></div>
+                                </div>
+                            </div>
+                        @endforeach
+                    </div>
+
+                    {{-- Sparkline chart --}}
+                    @if ($goalChartData->sum('completions') > 0)
+                        <div class="mt-4" style="height: 120px;">
+                            <canvas id="goal-sparkline"></canvas>
+                        </div>
+                    @endif
+                </div>
+            @endif
+
             {{-- Quick Report Links --}}
             <div class="bg-white overflow-hidden shadow-sm sm:rounded-lg p-6">
                 <h3 class="text-base font-semibold text-gray-900 mb-4">Reports</h3>
@@ -123,9 +161,11 @@
                         </div>
                     </div>
                     <div>
-                        <h4 class="text-xs font-semibold text-gray-400 uppercase tracking-wider mb-2">Events</h4>
+                        <h4 class="text-xs font-semibold text-gray-400 uppercase tracking-wider mb-2">Events & Conversions</h4>
                         <div class="space-y-1">
                             <a href="{{ route('reports.events', [$website] + $q) }}" class="block text-sm text-indigo-600 hover:text-indigo-800">Events Overview</a>
+                            <a href="{{ route('reports.conversions', [$website] + $q) }}" class="block text-sm text-indigo-600 hover:text-indigo-800">Conversions</a>
+                            <a href="{{ route('goals.index', $website) }}" class="block text-sm text-indigo-600 hover:text-indigo-800">Manage Goals</a>
                         </div>
                     </div>
                 </div>
@@ -218,6 +258,36 @@
             });
         });
 
+        // Goal sparkline
+        const goalCanvas = document.getElementById('goal-sparkline');
+        if (goalCanvas) {
+            const goalRaw = @json($goalChartData);
+            new Chart(goalCanvas, {
+                type: 'line',
+                data: {
+                    labels: goalRaw.map(d => d.period),
+                    datasets: [{
+                        data: goalRaw.map(d => d.completions),
+                        borderColor: 'rgb(16, 185, 129)',
+                        backgroundColor: 'rgba(16, 185, 129, 0.1)',
+                        fill: true,
+                        tension: 0.3,
+                        pointRadius: 0,
+                        borderWidth: 2,
+                    }],
+                },
+                options: {
+                    responsive: true,
+                    maintainAspectRatio: false,
+                    plugins: { legend: { display: false }, tooltip: { enabled: false } },
+                    scales: {
+                        x: { display: false },
+                        y: { display: false, beginAtZero: true },
+                    },
+                },
+            });
+        }
+
         function realtimeWidget(url) {
             return {
                 count: {{ $activeVisitors }},
diff --git a/resources/views/goals/_form.blade.php b/resources/views/goals/_form.blade.php
new file mode 100644
index 0000000..f17c59d
--- /dev/null
+++ b/resources/views/goals/_form.blade.php
@@ -0,0 +1,95 @@
+@php
+    $goalType = old('type', $goal->type ?? '');
+    $conditions = old('conditions', $goal->conditions ?? []);
+@endphp
+
+<div x-data="{ goalType: '{{ $goalType }}' }" class="space-y-6">
+    <div>
+        <x-input-label for="name" value="Goal Name" />
+        <x-text-input id="name" name="name" type="text" class="mt-1 block w-full" :value="old('name', $goal->name ?? '')" required autofocus placeholder="e.g. Completed Signup" />
+        <x-input-error class="mt-2" :messages="$errors->get('name')" />
+    </div>
+
+    <div>
+        <x-input-label for="type" value="Goal Type" />
+        <select id="type" name="type" x-model="goalType" class="mt-1 block w-full rounded-md border-gray-300 shadow-sm focus:border-indigo-500 focus:ring-indigo-500" required>
+            <option value="">Select a type...</option>
+            <option value="url_destination">URL Destination</option>
+            <option value="event_match">Event Match</option>
+            <option value="duration">Session Duration</option>
+            <option value="pages_per_session">Pages per Session</option>
+        </select>
+        <x-input-error class="mt-2" :messages="$errors->get('type')" />
+    </div>
+
+    {{-- URL Destination fields --}}
+    <div x-show="goalType === 'url_destination'" x-cloak class="rounded-lg border border-gray-200 p-4 space-y-4">
+        <h4 class="text-sm font-medium text-gray-700">URL Destination Conditions</h4>
+        <div>
+            <x-input-label for="conditions_path" value="Path" />
+            <x-text-input id="conditions_path" name="conditions[path]" type="text" class="mt-1 block w-full" :value="$conditions['path'] ?? ''" placeholder="/thank-you" />
+            <x-input-error class="mt-2" :messages="$errors->get('conditions.path')" />
+        </div>
+        <div>
+            <x-input-label for="conditions_match_type" value="Match Type" />
+            <select id="conditions_match_type" name="conditions[match_type]" class="mt-1 block w-full rounded-md border-gray-300 shadow-sm focus:border-indigo-500 focus:ring-indigo-500">
+                <option value="exact" @selected(($conditions['match_type'] ?? '') === 'exact')>Exact match</option>
+                <option value="starts_with" @selected(($conditions['match_type'] ?? '') === 'starts_with')>Starts with</option>
+                <option value="contains" @selected(($conditions['match_type'] ?? '') === 'contains')>Contains</option>
+                <option value="regex" @selected(($conditions['match_type'] ?? '') === 'regex')>Regex</option>
+            </select>
+            <x-input-error class="mt-2" :messages="$errors->get('conditions.match_type')" />
+        </div>
+    </div>
+
+    {{-- Event Match fields --}}
+    <div x-show="goalType === 'event_match'" x-cloak class="rounded-lg border border-gray-200 p-4 space-y-4">
+        <h4 class="text-sm font-medium text-gray-700">Event Match Conditions</h4>
+        <div>
+            <x-input-label for="conditions_event_name" value="Event Name" />
+            <x-text-input id="conditions_event_name" name="conditions[event_name]" type="text" class="mt-1 block w-full" :value="$conditions['event_name'] ?? ''" placeholder="signup" />
+            <x-input-error class="mt-2" :messages="$errors->get('conditions.event_name')" />
+        </div>
+        <div>
+            <x-input-label for="conditions_event_category" value="Event Category (optional)" />
+            <x-text-input id="conditions_event_category" name="conditions[event_category]" type="text" class="mt-1 block w-full" :value="$conditions['event_category'] ?? ''" placeholder="conversion" />
+            <x-input-error class="mt-2" :messages="$errors->get('conditions.event_category')" />
+        </div>
+    </div>
+
+    {{-- Duration fields --}}
+    <div x-show="goalType === 'duration'" x-cloak class="rounded-lg border border-gray-200 p-4 space-y-4">
+        <h4 class="text-sm font-medium text-gray-700">Duration Condition</h4>
+        <div>
+            <x-input-label for="conditions_seconds" value="Minimum seconds on site" />
+            <x-text-input id="conditions_seconds" name="conditions[seconds]" type="number" class="mt-1 block w-full" :value="$conditions['seconds'] ?? ''" min="1" placeholder="180" />
+            <p class="mt-1 text-xs text-gray-500">Goal completes when a session lasts at least this many seconds.</p>
+            <x-input-error class="mt-2" :messages="$errors->get('conditions.seconds')" />
+        </div>
+    </div>
+
+    {{-- Pages per Session fields --}}
+    <div x-show="goalType === 'pages_per_session'" x-cloak class="rounded-lg border border-gray-200 p-4 space-y-4">
+        <h4 class="text-sm font-medium text-gray-700">Pages per Session Condition</h4>
+        <div>
+            <x-input-label for="conditions_page_count" value="Minimum pages viewed" />
+            <x-text-input id="conditions_page_count" name="conditions[page_count]" type="number" class="mt-1 block w-full" :value="$conditions['page_count'] ?? ''" min="1" placeholder="5" />
+            <p class="mt-1 text-xs text-gray-500">Goal completes when a session views at least this many pages.</p>
+            <x-input-error class="mt-2" :messages="$errors->get('conditions.page_count')" />
+        </div>
+    </div>
+
+    <div>
+        <x-input-label for="default_value" value="Goal Value (optional)" />
+        <x-text-input id="default_value" name="default_value" type="number" step="0.01" class="mt-1 block w-full" :value="old('default_value', $goal->default_value ?? '')" placeholder="0.00" />
+        <p class="mt-1 text-xs text-gray-500">Monetary value assigned to each conversion.</p>
+        <x-input-error class="mt-2" :messages="$errors->get('default_value')" />
+    </div>
+
+    <div>
+        <label for="is_active" class="inline-flex items-center">
+            <input id="is_active" type="checkbox" name="is_active" value="1" class="rounded border-gray-300 text-indigo-600 shadow-sm focus:ring-indigo-500" {{ old('is_active', $goal->is_active ?? true) ? 'checked' : '' }}>
+            <span class="ms-2 text-sm text-gray-600">Active</span>
+        </label>
+    </div>
+</div>
diff --git a/resources/views/goals/create.blade.php b/resources/views/goals/create.blade.php
new file mode 100644
index 0000000..bead744
--- /dev/null
+++ b/resources/views/goals/create.blade.php
@@ -0,0 +1,29 @@
+<x-app-layout>
+    <x-slot name="header">
+        <div class="flex items-center gap-3">
+            <a href="{{ route('goals.index', $website) }}" class="text-gray-400 hover:text-gray-600">
+                <svg class="h-5 w-5" fill="none" viewBox="0 0 24 24" stroke-width="1.5" stroke="currentColor">
+                    <path stroke-linecap="round" stroke-linejoin="round" d="M15.75 19.5 8.25 12l7.5-7.5" />
+                </svg>
+            </a>
+            <h2 class="font-semibold text-xl text-gray-800 leading-tight">Create Goal</h2>
+            <span class="text-sm text-gray-400">{{ $website->domain }}</span>
+        </div>
+    </x-slot>
+
+    <div class="py-12">
+        <div class="max-w-2xl mx-auto sm:px-6 lg:px-8">
+            <div class="bg-white overflow-hidden shadow-sm sm:rounded-lg p-6">
+                <form method="POST" action="{{ route('goals.store', $website) }}">
+                    @csrf
+                    @include('goals._form', ['goal' => null])
+
+                    <div class="mt-6 flex items-center gap-4">
+                        <x-primary-button>Create Goal</x-primary-button>
+                        <a href="{{ route('goals.index', $website) }}" class="text-sm text-gray-600 hover:text-gray-900">Cancel</a>
+                    </div>
+                </form>
+            </div>
+        </div>
+    </div>
+</x-app-layout>
diff --git a/resources/views/goals/edit.blade.php b/resources/views/goals/edit.blade.php
new file mode 100644
index 0000000..b39d5ac
--- /dev/null
+++ b/resources/views/goals/edit.blade.php
@@ -0,0 +1,30 @@
+<x-app-layout>
+    <x-slot name="header">
+        <div class="flex items-center gap-3">
+            <a href="{{ route('goals.index', $website) }}" class="text-gray-400 hover:text-gray-600">
+                <svg class="h-5 w-5" fill="none" viewBox="0 0 24 24" stroke-width="1.5" stroke="currentColor">
+                    <path stroke-linecap="round" stroke-linejoin="round" d="M15.75 19.5 8.25 12l7.5-7.5" />
+                </svg>
+            </a>
+            <h2 class="font-semibold text-xl text-gray-800 leading-tight">Edit Goal: {{ $goal->name }}</h2>
+            <span class="text-sm text-gray-400">{{ $website->domain }}</span>
+        </div>
+    </x-slot>
+
+    <div class="py-12">
+        <div class="max-w-2xl mx-auto sm:px-6 lg:px-8">
+            <div class="bg-white overflow-hidden shadow-sm sm:rounded-lg p-6">
+                <form method="POST" action="{{ route('goals.update', [$website, $goal]) }}">
+                    @csrf
+                    @method('PUT')
+                    @include('goals._form', ['goal' => $goal])
+
+                    <div class="mt-6 flex items-center gap-4">
+                        <x-primary-button>Save Changes</x-primary-button>
+                        <a href="{{ route('goals.index', $website) }}" class="text-sm text-gray-600 hover:text-gray-900">Cancel</a>
+                    </div>
+                </form>
+            </div>
+        </div>
+    </div>
+</x-app-layout>
diff --git a/resources/views/goals/index.blade.php b/resources/views/goals/index.blade.php
new file mode 100644
index 0000000..beaf4f0
--- /dev/null
+++ b/resources/views/goals/index.blade.php
@@ -0,0 +1,91 @@
+<x-app-layout>
+    <x-slot name="header">
+        <div class="flex items-center justify-between">
+            <div class="flex items-center gap-3">
+                <a href="{{ route('dashboard.show', $website) }}" class="text-gray-400 hover:text-gray-600">
+                    <svg class="h-5 w-5" fill="none" viewBox="0 0 24 24" stroke-width="1.5" stroke="currentColor">
+                        <path stroke-linecap="round" stroke-linejoin="round" d="M15.75 19.5 8.25 12l7.5-7.5" />
+                    </svg>
+                </a>
+                <h2 class="font-semibold text-xl text-gray-800 leading-tight">Goals</h2>
+                <span class="text-sm text-gray-400">{{ $website->domain }}</span>
+            </div>
+            <a href="{{ route('goals.create', $website) }}" class="inline-flex items-center px-4 py-2 bg-gray-800 border border-transparent rounded-md font-semibold text-xs text-white uppercase tracking-widest hover:bg-gray-700 transition">
+                Add Goal
+            </a>
+        </div>
+    </x-slot>
+
+    <div class="py-12">
+        <div class="max-w-4xl mx-auto sm:px-6 lg:px-8">
+            @if (session('success'))
+                <div class="mb-4 rounded-md bg-green-50 p-4">
+                    <p class="text-sm font-medium text-green-800">{{ session('success') }}</p>
+                </div>
+            @endif
+
+            @if ($goals->isEmpty())
+                <div class="bg-white overflow-hidden shadow-sm sm:rounded-lg">
+                    <div class="p-12 text-center">
+                        <svg class="mx-auto h-12 w-12 text-gray-400" fill="none" viewBox="0 0 24 24" stroke-width="1.5" stroke="currentColor">
+                            <path stroke-linecap="round" stroke-linejoin="round" d="M3 3v1.5M3 21v-6m0 0 2.77-.693a9 9 0 0 1 6.208.682l.108.054a9 9 0 0 0 6.086.71l3.114-.732a48.524 48.524 0 0 1-.005-10.499l-3.11.732a9 9 0 0 1-6.085-.711l-.108-.054a9 9 0 0 0-6.208-.682L3 4.5M3 15V4.5" />
+                        </svg>
+                        <h3 class="mt-2 text-sm font-semibold text-gray-900">No goals</h3>
+                        <p class="mt-1 text-sm text-gray-500">Create goals to track conversions on your website.</p>
+                        <div class="mt-6">
+                            <a href="{{ route('goals.create', $website) }}" class="inline-flex items-center px-4 py-2 bg-gray-800 border border-transparent rounded-md font-semibold text-xs text-white uppercase tracking-widest hover:bg-gray-700">
+                                Add Goal
+                            </a>
+                        </div>
+                    </div>
+                </div>
+            @else
+                <div class="bg-white overflow-hidden shadow-sm sm:rounded-lg">
+                    <div class="overflow-x-auto">
+                        <table class="min-w-full divide-y divide-gray-200">
+                            <thead class="bg-gray-50">
+                                <tr>
+                                    <th class="px-6 py-3 text-left text-xs font-medium text-gray-500 uppercase tracking-wider">Name</th>
+                                    <th class="px-6 py-3 text-left text-xs font-medium text-gray-500 uppercase tracking-wider">Type</th>
+                                    <th class="px-6 py-3 text-left text-xs font-medium text-gray-500 uppercase tracking-wider">Value</th>
+                                    <th class="px-6 py-3 text-left text-xs font-medium text-gray-500 uppercase tracking-wider">Status</th>
+                                    <th class="px-6 py-3 text-right text-xs font-medium text-gray-500 uppercase tracking-wider"></th>
+                                </tr>
+                            </thead>
+                            <tbody class="divide-y divide-gray-200">
+                                @php
+                                    $typeLabels = [
+                                        'url_destination' => 'URL Destination',
+                                        'event_match' => 'Event Match',
+                                        'duration' => 'Duration',
+                                        'pages_per_session' => 'Pages / Session',
+                                    ];
+                                @endphp
+                                @foreach ($goals as $goal)
+                                    <tr>
+                                        <td class="px-6 py-4 text-sm font-medium text-gray-900">{{ $goal->name }}</td>
+                                        <td class="px-6 py-4 text-sm text-gray-500">{{ $typeLabels[$goal->type] ?? $goal->type }}</td>
+                                        <td class="px-6 py-4 text-sm text-gray-500">{{ $goal->default_value ? number_format($goal->default_value, 2) : '—' }}</td>
+                                        <td class="px-6 py-4">
+                                            <span class="inline-flex items-center rounded-full px-2 py-1 text-xs font-medium {{ $goal->is_active ? 'bg-green-100 text-green-700' : 'bg-gray-100 text-gray-600' }}">
+                                                {{ $goal->is_active ? 'Active' : 'Inactive' }}
+                                            </span>
+                                        </td>
+                                        <td class="px-6 py-4 text-right text-sm space-x-3">
+                                            <a href="{{ route('goals.edit', [$website, $goal]) }}" class="text-indigo-600 hover:text-indigo-800">Edit</a>
+                                            <form method="POST" action="{{ route('goals.destroy', [$website, $goal]) }}" class="inline" onsubmit="return confirm('Delete this goal?')">
+                                                @csrf
+                                                @method('DELETE')
+                                                <button type="submit" class="text-red-600 hover:text-red-800">Delete</button>
+                                            </form>
+                                        </td>
+                                    </tr>
+                                @endforeach
+                            </tbody>
+                        </table>
+                    </div>
+                </div>
+            @endif
+        </div>
+    </div>
+</x-app-layout>
diff --git a/resources/views/reports/conversions.blade.php b/resources/views/reports/conversions.blade.php
new file mode 100644
index 0000000..1973cb6
--- /dev/null
+++ b/resources/views/reports/conversions.blade.php
@@ -0,0 +1,113 @@
+<x-report-layout :website="$website" :from="$from" :to="$to" title="Conversions">
+
+    <div class="space-y-6">
+        {{-- Summary Cards --}}
+        @php
+            $totalCompletions = $goals->sum('completions');
+            $totalValue = $goals->sum('total_value');
+            $overallRate = $totalSessions > 0 ? round(($totalCompletions / $totalSessions) * 100, 2) : 0;
+        @endphp
+        <div class="grid gap-4 sm:grid-cols-3">
+            <div class="bg-white overflow-hidden shadow-sm sm:rounded-lg p-5">
+                <dt class="text-sm font-medium text-gray-500">Total Completions</dt>
+                <dd class="mt-1 text-2xl font-bold text-gray-900">{{ number_format($totalCompletions) }}</dd>
+            </div>
+            <div class="bg-white overflow-hidden shadow-sm sm:rounded-lg p-5">
+                <dt class="text-sm font-medium text-gray-500">Overall Conversion Rate</dt>
+                <dd class="mt-1 text-2xl font-bold text-gray-900">{{ $overallRate }}%</dd>
+            </div>
+            <div class="bg-white overflow-hidden shadow-sm sm:rounded-lg p-5">
+                <dt class="text-sm font-medium text-gray-500">Total Goal Value</dt>
+                <dd class="mt-1 text-2xl font-bold text-gray-900">${{ number_format($totalValue, 2) }}</dd>
+            </div>
+        </div>
+
+        {{-- Completions Chart --}}
+        <div class="bg-white overflow-hidden shadow-sm sm:rounded-lg p-6">
+            <h3 class="text-base font-semibold text-gray-900 mb-4">Goal Completions Over Time</h3>
+            <div style="height: 240px;">
+                <canvas id="conversions-chart"></canvas>
+            </div>
+        </div>
+
+        {{-- Per-Goal Table --}}
+        <div class="bg-white overflow-hidden shadow-sm sm:rounded-lg">
+            @if ($goals->isEmpty())
+                <div class="px-6 py-12 text-center text-sm text-gray-500">
+                    No goals configured.
+                    <a href="{{ route('goals.create', $website) }}" class="text-indigo-600 hover:text-indigo-800">Create one</a>.
+                </div>
+            @else
+                @php
+                    $typeLabels = [
+                        'url_destination' => 'URL Destination',
+                        'event_match' => 'Event Match',
+                        'duration' => 'Duration',
+                        'pages_per_session' => 'Pages / Session',
+                    ];
+                @endphp
+                <div class="overflow-x-auto">
+                    <table class="min-w-full divide-y divide-gray-200">
+                        <thead class="bg-gray-50">
+                            <tr>
+                                <th class="px-6 py-3 text-left text-xs font-medium text-gray-500 uppercase tracking-wider">Goal</th>
+                                <th class="px-6 py-3 text-left text-xs font-medium text-gray-500 uppercase tracking-wider">Type</th>
+                                <th class="px-6 py-3 text-right text-xs font-medium text-gray-500 uppercase tracking-wider">Completions</th>
+                                <th class="px-6 py-3 text-right text-xs font-medium text-gray-500 uppercase tracking-wider">Conversion Rate</th>
+                                <th class="px-6 py-3 text-right text-xs font-medium text-gray-500 uppercase tracking-wider">Value</th>
+                                <th class="px-6 py-3 text-left text-xs font-medium text-gray-500 uppercase tracking-wider">Status</th>
+                            </tr>
+                        </thead>
+                        <tbody class="divide-y divide-gray-200">
+                            @foreach ($goals as $goal)
+                                <tr>
+                                    <td class="px-6 py-4 text-sm font-medium text-gray-900">{{ $goal->name }}</td>
+                                    <td class="px-6 py-4 text-sm text-gray-500">{{ $typeLabels[$goal->type] ?? $goal->type }}</td>
+                                    <td class="px-6 py-4 text-sm text-gray-900 text-right">{{ number_format($goal->completions) }}</td>
+                                    <td class="px-6 py-4 text-sm text-gray-900 text-right">{{ $goal->conversion_rate }}%</td>
+                                    <td class="px-6 py-4 text-sm text-gray-900 text-right">{{ $goal->total_value ? '$' . number_format($goal->total_value, 2) : '—' }}</td>
+                                    <td class="px-6 py-4">
+                                        <span class="inline-flex items-center rounded-full px-2 py-1 text-xs font-medium {{ $goal->is_active ? 'bg-green-100 text-green-700' : 'bg-gray-100 text-gray-600' }}">
+                                            {{ $goal->is_active ? 'Active' : 'Inactive' }}
+                                        </span>
+                                    </td>
+                                </tr>
+                            @endforeach
+                        </tbody>
+                    </table>
+                </div>
+            @endif
+        </div>
+    </div>
+
+    <x-slot name="scripts">
+        <script src="https://cdn.jsdelivr.net/npm/chart.js@4/dist/chart.umd.min.js"></script>
+        <script>
+            document.addEventListener('DOMContentLoaded', function () {
+                const raw = @json($chartData);
+                new Chart(document.getElementById('conversions-chart'), {
+                    type: 'bar',
+                    data: {
+                        labels: raw.map(d => d.period),
+                        datasets: [{
+                            label: 'Completions',
+                            data: raw.map(d => d.completions),
+                            backgroundColor: 'rgba(16, 185, 129, 0.7)',
+                            borderRadius: 4,
+                        }],
+                    },
+                    options: {
+                        responsive: true,
+                        maintainAspectRatio: false,
+                        plugins: { legend: { display: false } },
+                        scales: {
+                            x: { grid: { display: false }, ticks: { maxTicksLimit: 12, font: { size: 11 }, color: '#9ca3af' } },
+                            y: { beginAtZero: true, grid: { color: 'rgba(0,0,0,0.04)' }, ticks: { precision: 0, font: { size: 11 }, color: '#9ca3af' } },
+                        },
+                    },
+                });
+            });
+        </script>
+    </x-slot>
+
+</x-report-layout>
diff --git a/routes/web.php b/routes/web.php
index b062bc1..6670236 100644
--- a/routes/web.php
+++ b/routes/web.php
@@ -38,6 +38,18 @@ Route::middleware(['auth', 'verified'])->group(function () {
 
         Route::get('events', [ReportController::class, 'events'])->name('events');
         Route::get('events/{eventName}', [ReportController::class, 'eventDetail'])->name('event-detail');
+
+        Route::get('conversions', [ReportController::class, 'conversions'])->name('conversions');
+    });
+
+    // Goals
+    Route::prefix('websites/{website}/goals')->name('goals.')->group(function () {
+        Route::get('/', [\App\Http\Controllers\GoalController::class, 'index'])->name('index');
+        Route::get('create', [\App\Http\Controllers\GoalController::class, 'create'])->name('create');
+        Route::post('/', [\App\Http\Controllers\GoalController::class, 'store'])->name('store');
+        Route::get('{goal}/edit', [\App\Http\Controllers\GoalController::class, 'edit'])->name('edit');
+        Route::put('{goal}', [\App\Http\Controllers\GoalController::class, 'update'])->name('update');
+        Route::delete('{goal}', [\App\Http\Controllers\GoalController::class, 'destroy'])->name('destroy');
     });
 });