Conversions
The Conversions page is your detailed view of every conversion Convultra has tracked. Use it to understand what is converting, where conversions are coming from, and whether they are being delivered to your ad platforms successfully.
Summary Cards
Four cards at the top give you the high-level picture for the selected time range:
| Card | What it shows |
|---|---|
| Total Conversions | The total number of conversion events tracked. |
| Total Revenue | The combined monetary value of all conversions. |
| Delivery Rate | The percentage of conversions successfully sent to your connected ad platforms. |
| Avg Time to Convert | The average time between a visitor's first interaction and their conversion. |
Conversion Sources Breakdown
Below the summary cards, you will see a breakdown of conversions by traffic source. Each row shows a source (Google Ads, Meta, Microsoft Ads, SEO, Direct, etc.) with the following columns:
- Revenue — Total revenue attributed to that source
- Conversion Rate — Percentage of visitors from that source who converted
- Avg Value — Average monetary value per conversion
- Delivery Rate — Percentage of conversions from that source successfully delivered to the ad platform
This is one of the fastest ways to compare how your channels are performing side by side.
Conversions Table
The main table lists every individual conversion event. You can search, filter, and sort to find exactly what you need.
Columns
| Column | Description |
|---|---|
| Type | The conversion event type (Purchase, Lead, Signup, etc.) |
| Value | The monetary value of the conversion |
| Source | Where the visitor came from (Google Ads, Meta, organic, etc.) |
| Conversion Path | The sequence of touchpoints the visitor went through before converting |
| Time to Convert | How long it took from first visit to conversion |
| Country | The visitor's country, shown with a flag icon |
| Delivery Status | Whether the conversion was successfully sent to the ad platform |
| Timestamp | When the conversion occurred |
Searching and Filtering
Use the search bar and filter controls above the table to narrow down results:
- Source — Filter by traffic source (Google Ads, Meta, Microsoft Ads, SEO, Direct, etc.)
- Status — Filter by delivery status (Delivered, Pending, Failed)
- Type — Filter by conversion type (Purchase, Lead, Signup, etc.)
- Date — Filter by date range
Pagination and Export
The table displays 50 conversions per page. Use the pagination controls at the bottom to move between pages.
To export your data, click the Export CSV button. You can export up to 10,000 conversions at a time. The export respects your current filters, so apply filters first if you only need a subset of data.
If you need to export more than 10,000 conversions, use date range filters to break the export into smaller batches.
Conversions vs All Events
Convultra distinguishes between conversions (primary business outcomes) and micro events (steps leading toward a conversion).
Conversions (macro events)
These are the events that appear in the main Conversions tab, count toward your conversion totals, and are forwarded to ad platforms:
| Type | Typical use case |
|---|---|
| Purchase | Completed orders and transactions |
| Lead | Form submissions, quote requests, inquiries |
| Signup | Account registrations |
| Subscription | Recurring plan signups |
| Download | App downloads, file downloads, resource downloads |
| Contact | Contact form submissions, phone calls |
| Schedule / Booking | Appointment or demo bookings |
All Events tab (conversions + micro events)
The All Events tab shows everything above plus micro events — intent signals that happen before a conversion:
| Type | Typical use case |
|---|---|
| Add to Cart | Items added to a shopping cart |
| View Content | Key page views (product pages, pricing pages) |
| Begin Checkout | Checkout process started |
Micro events are not included in conversion totals and are not forwarded to ad platforms. They are useful for understanding the customer journey and spotting drop-off points in your funnel.
You can configure which conversion types are forwarded to each ad platform in your integration settings.
Conversion Details
Click any conversion in the table to open its detail drawer. The General tab shows:
- Conversion data — Type, value, currency, order ID, timestamp
- Attribution — Source, click ID, conversion path
- Delivery status — Whether it was sent to each connected platform
- Enhanced Eligible — Shows whether the conversion has hashed user data (email, phone, name) available for Enhanced Conversions. This appears even if no ad platform forward has happened yet, so you can verify your setup is capturing the right data before connecting integrations.
Enhanced Eligible helps you confirm that your SDK or WordPress plugin is sending the data needed for higher match rates — without needing to wait for a platform connection.