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Single Goal vs. Multiple Goals If you have a single conversion goal, and it has a fixed value, you should be able to use simple counting as described earlier. If you have multiple conversion goals, you must use revenue per visitor (or profit per visitor) even if each type of conversion action has a fixed value. For example, imagine that you run a lead-generation campaign. Visitors have the option of completing your online form (a $20 value), or calling your toll-free number and providing the same information