Conversions

Track, analyze, and manage your conversions in the Conversions dashboard.

Conversion Overview

The Conversions page shows:

Metric	Description
Total Conversions	All conversion events
Total Value	Sum of conversion values
Avg. Value	Average conversion value
Conversion Rate	Conversions / Visitors

Conversion List

View individual conversions with full details:

Column	Description
Time	When conversion occurred
Event	Event type (purchase, lead, etc.)
Value	Conversion value
Order ID	Your order/lead ID
Source	Traffic source
Platform Status	Forwarding status per platform

Filtering

Filter conversions by:

Event type
Date range
Value range
Source/medium
Platform status

Conversion Types

Standard Events

Event	Typical Usage
`purchase`	E-commerce transactions
`lead`	Form submissions
`signup`	Account registrations
`subscription`	Recurring signups
`download`	Content downloads

Custom Events

Any track() call can be a conversion:

Convultra.track('demo_booked', {
  value: 100,
  demo_type: 'enterprise'
})

Attribution

Attribution Sources

Each conversion shows its attribution:

Source Type	Example	Identifier
Google Ads	gclid	Click ID
Meta Ads	fbclid	Click ID
Microsoft Ads	msclkid	Click ID
TikTok Ads	ttclid	Click ID
Organic	referrer	Referrer URL
Direct	-	No referrer
UTM	utm_*	UTM parameters

Attribution Window

Convultra attributes conversions within:

Platform	Window
Google Ads	90 days
Meta Ads	28 days
Microsoft Ads	90 days
TikTok	28 days
LinkedIn	30 days

Multi-Touch Attribution

View the full customer journey:

Conversions → [Click conversion] → View Journey

Shows all touchpoints before conversion:

First touch (entry)
All page views
All events
Conversion

Platform Forwarding

Forwarding Status

Each conversion shows status per connected platform:

Status	Meaning
✅ Sent	Successfully delivered
⏳ Pending	In queue
🔄 Retrying	Failed, retrying
❌ Failed	Permanent failure
⚪ N/A	Not applicable

Why "N/A"?

A conversion shows N/A for a platform when:

No click ID for that platform (user didn't come from that ad)
Platform not connected
Event type not mapped

Viewing Logs

Conversions → [Click conversion] → View Forwarding Logs

Detailed logs show:

Timestamp
Request sent
Response received
Error details (if any)

Conversion Recovery

Convultra identifies "recovered" conversions that would have been lost:

What Gets Recovered?

Scenario	Native Tracking	Convultra
Ad blocker	❌ Lost	✅ Captured
ITP/Cookie limits	❌ Lost	✅ Captured
Privacy browsers	❌ Lost	✅ Captured
Cross-device	❌ Lost	✅ Captured (with Enhanced)

Recovery Metrics

Conversions → Recovery

Metric	Description
Recovered Conversions	Conversions that had no native pixel fire
Recovery Rate	% of total conversions that were recovered
Recovered Value	Revenue from recovered conversions

💡

On average, Convultra recovers 30-40% more conversions than client-side pixels alone.

Deduplication

Convultra prevents double-counting:

Deduplication Methods

Method	How It Works
Order ID	Same orderId within 24h = duplicate
Event ID	Same eventId within 5min = duplicate
Click ID	Same click ID + value within 1h = duplicate
Fingerprint	Same fingerprint + value within 5min = duplicate

Viewing Duplicates

Duplicate events are logged but not counted:

Conversions → View Duplicates

Exports

Export Conversions

Set filters
Click Export → CSV or JSON
Download file

Export Fields

Field	Description
`event_id`	Unique event identifier
`timestamp`	ISO timestamp
`event_type`	Event name
`value`	Conversion value
`currency`	Currency code
`order_id`	Your order/lead ID
`source`	Traffic source
`medium`	Traffic medium
`gclid`	Google Click ID
`fbclid`	Facebook Click ID
`platform_status`	Forwarding status

Next Steps

Analytics Test Center