Conversion Events: Tracking Goals & Actions

In this article

• What are Conversion Events?
• Defining a Conversion Event
• Verifying the event is working
• Conversions Overview tab
• Breakdown tabs
• Setting the default currency

Conversion Events let you define specific visitor actions — such as completing a form, clicking a button, or reaching a confirmation page — and track how often they occur. This turns raw visitor data into measurable business outcomes with clear performance metrics.

What are Conversion Events?

A Conversion Event is any action you consider valuable on your website. Common examples include:

• A visitor reaching a thank-you or order confirmation page.
• A form submission (contact form, sign-up, quote request).
• A click on a key call-to-action button (tracked via a Custom Event).
• A file download, video play, or outgoing link click.
• An eCommerce event such as "Add to Cart" or "Purchase".

Once defined, each Conversion Event is tracked automatically. You can also assign a monetary value to quantify the revenue impact of each conversion.

Defining a Conversion Event

1. Go to Web Statistics → Conversions → Manage Conversion Events.
2. Click to add a new Conversion Event.
3. Select the event type. Available types include:
   • Visit of Website's Page URL — triggered when a visitor reaches a specific URL.
   • Visit of Custom URL Pattern — triggered when a URL matches a defined pattern.
   • Outgoing Traffic — triggered when a visitor clicks a specific external link.
   • Auto-Event — triggered by an automatically tracked default interaction.
   • Custom Event — triggered by a manually created event tag. See Event Tracking: Default & Custom Events.
   • eCommerce Event — triggered by an eCommerce interaction such as a purchase.
4. Define the matching criteria — for example, the specific URL a visitor must reach, or the event category and label.
5. Optionally, assign a monetary value. The Σ Conversion Value is calculated by multiplying the number of event triggers by this value.
6. Save the event.

Verifying the event is working

After creating a Conversion Event, trigger the relevant interaction on your website. Then return to Web Statistics → Conversions and confirm that a new hit has been recorded under the relevant event. If the count does not increase, check the matching criteria for typos — a small error in a URL or event name is the most common cause.

Conversions Overview tab

The Overview tab contains two report blocks:

Conversions Performance

This report block compares the overall performance of your website's sessions against the number of conversion events triggered and the conversion value generated, within the selected period. Key KPIs shown:

• Overall Website Sessions
• Converted Sessions — sessions that triggered at least one conversion event.
• Conversion Event Triggers — the total number of times any conversion event was fired.
• Conversion Value Overall — the cumulative monetary value of all conversions.

Use the Compare button (top right) to benchmark against the previous period or year over year. Use the filter icon to narrow data by conversion event type.

All Conversion Events table

This split table lists every conversion event defined for the website, with the following columns:

• Conversion Event — the event name. Click to see its historical trend in the line diagram on the right.
• Note — any note added when the event was created.
• Converted Sessions — sessions that triggered this event at least once.
• Conversion Event Triggers — total number of times the event fired.
• Σ Conversion Value — total monetary value (triggers × assigned value).
• Actions — click the three-dot menu to view the event broken down by referrer, traffic channel, device, browser, resolution, country, or city.

Breakdown tabs

The Conversions module includes dedicated tabs for analysing conversion performance by different dimensions. Each tab uses a split table + line diagram, showing the same five columns: converted sessions, conversion event triggers, conversion rate, and Σ conversion value — plus a historical trend chart on the right.

On each tab, use the Conversion Events Reflected in Data dropdown (above the report blocks) to filter which events are included in the view.

Setting the default currency

To ensure conversion values are displayed in the correct currency across all reports, set your default currency in Website Settings → Module Settings → Conversion Events. This setting applies to all conversion events on that website.