Conversions

Where it sits

Conversions is in the rail's Acquisition group, after Overview and Realtime: those say what arrived, this one says what finished.

The header carries the group name with a "Docs" link (this page, in a new tab), the site's name, "Updated just now" (then "Updated 2m ago"; hidden on a narrow screen), the button that reloads, and the period control. See Time periods.

The Conversions figure and each Declared value figure are compared with the previous period; nothing else on the page is. When the previous period falls outside your plan's window, the place of the change reads "no baseline". Every event is kept — the window is how far back the plan can look.

The conversion

A conversion is what your site sends with window.iads('conversion', …) — see The tracking API. The screen reads:

Three rules hold for every figure on the page:

• One conversion per id: a refreshed thank-you page does not double the count or the value. A conversion without an id counts once per fire.
• The strings undefined, null and an empty string read as absent — never printed, never a row.
• A value is summed in its own currency only. Nothing adds euros to dollars.

The tie to an ad

A conversion counts when it is tied to a paid session — a session that came through an ad (see Tag your ad links) — in the period. The screen names the two ties:

• In the paid session — it fired inside the visit the ad brought.
• Outside ads — it fired in another session, one that did not come through an ad, by a browser that arrived through an ad earlier. It is tied to that browser's last paid session before it, up to the site's conversion window after that click. A later click does not claim it.

"After the click" is the time from the ad click to the conversion; for one outside ads, the time since that browser's last paid click. The other session is not shown — no pages, no origin.

The conversion window is set per site (see the card Your conversion tag). A browser whose paid click fell before the period's first day cannot be tied, so conversions outside ads at the very start of the period are not counted; the log's footnote says "in this window".

Measures

One band of four figures opens the page.

A change reads as a signed percentage, "new" when the previous period had none, "stopped" when this one has none. Hovering it shows the previous figure and its dates. It is never coloured; whether a change is good is your call. A money figure prints in its currency ("€59.90"); an unknown code prints the bare amount.

Breakdown

Three tables with the same columns after their lead: Conv., the conversions; Value, one figure per currency side by side, a dash when none was declared; Time to convert, the group's median from the ad click.

By name appears only when the period has a named conversion. Its header counts the names. Each row is the workspace's label with the name in mono beside it, or the name alone; conversions sent without a name sit on a "not set" row. Each row has a bar against the biggest. Up to 50 names, by conversions. An owner or admin sees a pencil on each named row to label it for the whole workspace (120 characters; blank clears it) — the name your site sends stays as is. The editor says "Shared with the workspace.", or "That didn’t save. Try again." The footnote reads "The name your site sends with each conversion." and then, for an owner or admin, "Label one for the workspace; the name stays what your tag sends.", for a member, "An owner or admin can label them for the workspace." See Members and roles.

By campaign counts its rows. Each row shows the network's mark and the campaign: the workspace's label with the raw id beside it when it was named on Campaigns, else the raw id ("ID" before a numeric one); "Untagged" for a paid click with no campaign tag. Up to 50 rows, by conversions.

By and a key groups on one of your custom_props keys. The picker lists the keys the period's conversions carried, most carried first, up to 12, in mono. It starts on the most carried key; your pick is kept for this site, and when the period does not carry it the picker shows the key used instead. Each row is one value of the key with a bar; "not set" comes last; up to 50 values. The footnote: "Keys your site sends in custom_props. Pick one; it sticks for this site." With no custom property at all: "Your conversions carry no custom property."

On a narrow screen each row becomes a card: the lead and the count, then the value (or "no value declared") and the time to convert.

The Sessions and Visitors screens use the same pick: beside a conversion they print its label, else its name, else the value of the key you picked here.

Log

Every counted conversion, newest first, under a header with the conversions mark and the count ("newest first"). Up to 200 rows; past that, the footnote says "Showing the newest 200."

A chevron unfolds the conversion: Id (copyable, or "none sent — counted once per fire"), Name (when one was sent: the label over the name, or the name as sent), Fired on (the page's title and path), custom_props (up to 8 pairs as sent), and Tied to — "this visit", or "the browser’s last paid session before it" with "open it" to that session.

Clicking a row opens the session for a conversion in the paid session, and the browser (Visitors) for one outside ads.

The footnote: "One row per conversion id your site sends. Values as declared, never converted between currencies. A conversion made in another session, outside ads, is tied to the browser’s last paid session before it in this window, up to 30 days after that click." — the number being the site's conversion window — then how many conversions sent no id, and, when none is named, "Send a name with each conversion to tell them apart here."

On a narrow screen each row is a card: the value (or "No value declared") with the name or picked value, the time, "after the click" with "outside ads" when it applies, and the campaign.

Your conversion tag

Beside the breakdowns and the log, a card says what your site's conversions carry in the period, with a "docs" link to the conversion command:

Under it, "Next steps" lists only what applies: "Name your conversions", "Label your conversion names" (owner or admin), "Send an id", "Declare a value", "Label your campaigns" (owner or admin) — each with one line and a link.

When there is nothing to show

With no conversion tied to your ads in the period: "No conversion tied to your ads in this period.", with what makes one appear — a primary conversion during a visit that came through an ad, or later by the same browser within the conversion window, sent with its name, value, currency and id. When the page cannot load them: "The conversions didn't come back.", and a prompt to read again from the top of the page.

What this screen does not do

• Nothing has to be set up before the first conversion: no goal, no funnel, no attribution model. A label over a name is optional.
• No cost, no return on ad spend, no "customer". A conversion is a browser's outcome, not a person.
• No sum across currencies, and a missing value is never shown as zero.
• No guess at what a conversion is. Without a name, the picked key's value stands in, the key shown beside it.
• A secondary conversion is not listed here.
• The other session of a conversion outside ads is not shown, and it is not called a return visit.
• Conversions that cannot be tied at the start of the period are not estimated.
• No change is coloured, no figure graded. The tables have no sort, column picker or pages.