# Why Don't Conversions and Goals Match?

Insight measures user behavior on your site as "[Conversions](https://helps.ptengine.com/en/insight/conversion)," while Experience measures it as "[Goals](https://helps.ptengine.com/en/experience/goal)." Because the two features serve different analytical purposes, they use different measurement logic — so even with identical settings, the numbers will differ.

## Difference in Measurement Definitions <a href="#definition" id="definition"></a>

Insight is designed to help you "intuitively understand customers from data," while Experience is designed to "quickly act on insights and improve your site." This leads to the following difference in how each is counted:

* **Insight Conversion:** The number of visits (sessions) that achieved the specified condition
* **Experience Goal:** The number of unique users that achieved the specified condition

## Example <a href="#example" id="example"></a>

**Settings**

* Experience Goal: Reaching the Thanks page
* Insight Conversion: Reaching the same page

Given the settings above, if the following visits occur, Insight Conversion counts +3 (the number of visits that reached the goal), while Experience Goal counts only +2 (the number of users that reached the goal).

<figure><img src="/files/COASrHYW5MhgdjeNJQla" alt="Diagram showing the difference between Conversion and Goal measurement"><figcaption></figcaption></figure>

**Actual user behavior**

User A:

* Visit 1: Reached the Thanks page
* Visit 2: Also reached the Thanks page

User B:

* Visit 3: Reached the Thanks page
* Visit 4: Did not reach the Thanks page

**Measurement Results**

* Experience Goal: 2 (User A, User B)
* Insight Conversion: 3 (Visit 1, Visit 2, Visit 3)


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