diff --git a/frontend/src/lib/constants.tsx b/frontend/src/lib/constants.tsx
index 60e6358245b81..07e94d39f5875 100644
--- a/frontend/src/lib/constants.tsx
+++ b/frontend/src/lib/constants.tsx
@@ -235,6 +235,7 @@ export const FEATURE_FLAGS = {
     SITE_APP_FUNCTIONS: 'site-app-functions', // owner: @mariusandra #team-cdp
     REPLAY_HOGQL_FILTERS: 'replay-hogql-filters', // owner: @pauldambra #team-replay
     REPLAY_LIST_RECORDINGS_AS_QUERY: 'replay-list-recordings-as-query', // owner: @pauldambra #team-replay
+    WEB_ANALYTICS_CONVERSION_GOAL_FILTERS: 'web-analytics-conversion-goal-filters', // owner: @rafaeelaudibert #team-web-analytics
 } as const
 export type FeatureFlagKey = (typeof FEATURE_FLAGS)[keyof typeof FEATURE_FLAGS]
 
diff --git a/frontend/src/scenes/web-analytics/webAnalyticsLogic.tsx b/frontend/src/scenes/web-analytics/webAnalyticsLogic.tsx
index 2fb0f22d66a74..08942fee2f09b 100644
--- a/frontend/src/scenes/web-analytics/webAnalyticsLogic.tsx
+++ b/frontend/src/scenes/web-analytics/webAnalyticsLogic.tsx
@@ -609,7 +609,9 @@ export const webAnalyticsLogic = kea<webAnalyticsLogicType>([
                                 compare,
                             },
                             filterTestAccounts,
-                            conversionGoal,
+                            conversionGoal: featureFlags[FEATURE_FLAGS.WEB_ANALYTICS_CONVERSION_GOAL_FILTERS]
+                                ? conversionGoal
+                                : undefined,
                             properties: webAnalyticsFilters,
                         },
                         hidePersonsModal: true,
@@ -649,7 +651,9 @@ export const webAnalyticsLogic = kea<webAnalyticsLogicType>([
                                 sampling,
                                 limit: 10,
                                 filterTestAccounts,
-                                conversionGoal,
+                                conversionGoal: featureFlags[FEATURE_FLAGS.WEB_ANALYTICS_CONVERSION_GOAL_FILTERS]
+                                    ? conversionGoal
+                                    : undefined,
                                 ...(source || {}),
                             },
                             embedded: false,
@@ -850,7 +854,11 @@ export const webAnalyticsLogic = kea<webAnalyticsLogicType>([
                                                   sampling,
                                                   limit: 10,
                                                   filterTestAccounts,
-                                                  conversionGoal,
+                                                  conversionGoal: featureFlags[
+                                                      FEATURE_FLAGS.WEB_ANALYTICS_CONVERSION_GOAL_FILTERS
+                                                  ]
+                                                      ? conversionGoal
+                                                      : undefined,
                                                   stripQueryParams: shouldStripQueryParams,
                                               },
                                               embedded: false,
@@ -1125,7 +1133,11 @@ export const webAnalyticsLogic = kea<webAnalyticsLogicType>([
                                               trendsFilter: {
                                                   display: ChartDisplayType.WorldMap,
                                               },
-                                              conversionGoal,
+                                              conversionGoal: featureFlags[
+                                                  FEATURE_FLAGS.WEB_ANALYTICS_CONVERSION_GOAL_FILTERS
+                                              ]
+                                                  ? conversionGoal
+                                                  : undefined,
                                               filterTestAccounts,
                                               properties: webAnalyticsFilters,
                                           },
@@ -1426,15 +1438,16 @@ export const webAnalyticsLogic = kea<webAnalyticsLogicType>([
             },
         ],
         replayFilters: [
-            (s) => [s.webAnalyticsFilters, s.dateFilter, s.shouldFilterTestAccounts, s.conversionGoal],
+            (s) => [s.webAnalyticsFilters, s.dateFilter, s.shouldFilterTestAccounts, s.conversionGoal, s.featureFlags],
             (
                 webAnalyticsFilters: WebAnalyticsPropertyFilters,
                 dateFilter,
                 shouldFilterTestAccounts,
-                conversionGoal
+                conversionGoal,
+                featureFlags
             ): RecordingUniversalFilters => {
                 const filters: UniversalFiltersGroupValue[] = [...webAnalyticsFilters]
-                if (conversionGoal) {
+                if (conversionGoal && featureFlags[FEATURE_FLAGS.WEB_ANALYTICS_CONVERSION_GOAL_FILTERS]) {
                     if ('actionId' in conversionGoal) {
                         filters.push({
                             id: conversionGoal.actionId,