Conversions explained (Events in Definitions)

What are Conversions

A conversion is a meaningful business event that represents a successful user interaction within your digital product. It includes significant activities such as completing a purchase, scheduling a meeting, or subscribing to a service.

Note

In the app, conversions are called Events. You find them under Definitions › Events and create them with Add Event. They are not the raw events under Sources › Events: each conversion is built on one of those events, or on an entity from Sources › Entities.

Conversions are configurable: you define them based on Events and Entities to match your business needs.

Most standard conversions are set up automatically when you connect your shop, CRM or form tool, e.g. Shopify Order (Shopify), Klaviyo Lead (Klaviyo) or Calendly Meeting (Calendly). But conversions can also be very custom, e.g. leading metrics like starting a configurator, spending x seconds on a page or visiting 3+ pages.

Understanding Conversions

Configuration

The configuration of a conversion sets what counts as one. When you create or edit a conversion, you set:

• Trigger: the event or entity the conversion is based on. The list under Definitions › Events shows it as Source Event.
• Attribution Timestamp and Display Timestamp: which date and time of the trigger the conversion uses. You pick each from the trigger’s date and time attributes.
• Deduplication: whether every occurrence counts (Every), or only the first one for each value of the attributes you choose (Once per).
• Filters: conditions on the trigger’s attributes. Only occurrences that match them count.

You can create new conversions that align with your business goals and change them as needed. adtribute tracks your conversions based on these settings, and they become available in your dashboards for measurement and analysis.

Attributes

Each conversion contains multiple conversion attributes that hold the information of the conversion at the time it was captured. For instance, for a purchase, the conversion attributes contain information like the order value, the products purchased, and other relevant details. You find and set them up under Definitions › Attributes, where conversions have the Definition Type Event.

The combination of a conversion’s configuration and attributes helps you measure business success and track important milestones in the customer journey. As every conversion holds attributes specific to the business event, you can use them to analyze and optimize your marketing performance and user experience.

Types of Conversions

Here are some examples of conversion configurations and attributes (there are more):

Configuration

• Shopify Order
• Klaviyo Lead
• Calendly Meeting
• Typeform Lead
• Closed Won Hubspot Deal

Attributes

• Gross Revenue
• Net Revenue
• GMV
• Sold Quantity
• Product Title
• Gross Discounts
• Order Taxes
• CM1, CM2

Creating Conversions & Conversion Attributes

Unlike Events, Entities and Channels, which come from your connections, you can create and configure conversions yourself. This allows you to define what counts as a meaningful business event in your context. Go to Definitions › Events and click Add Event. For the steps, read Create Custom Conversions.

You can also create attributes for conversions to track and use additional business-specific metrics or dimensions / filters. Go to Definitions › Attributes, click Add Attribute and choose the Definition Type Event. To set up the Configuration Type, read Source Attribute, BigQuery Lookup Attribute or, for formulas, Liquid filters in formulas.