# Conversion dashboard **Conversion: do they do the thing?** shows whether visits convert, by channel, campaign, landing page and device, where the sign-up and purchase funnels lose people, and how many days and visits a first conversion takes. Use it to find where conversions are won and lost. ## Good to know - A **conversion** is a purchase (the macro conversion) or a lead, demo request, newsletter signup or trial start (micro conversions), each kind once a visit. - Conversions come from [page and click types](/docs/data-capture/page-and-click-types): an Order confirmation or Form confirmation page, or a form typed Request demo, Newsletter signup or Start trial. A Shopify store's orders come from the [Shopify pixel](/docs/data-capture/shopify-checkout). - The funnels need their steps typed too, such as a Pricing page for the sign-up funnel and product pages, carts and checkout for the purchase funnel. - Every figure counts a conversion under the visit it happened in. For credit across a visitor's earlier visits, use the [Attribution dashboard](/docs/analytics/attribution-dashboard). ## At a glance Whether visits convert, macro or micro, by channel, campaign, landing page and device; where the sign-up and purchase funnels lose them; which smaller yeses lead to a purchase; and how many days and visits a first conversion takes. - **Tabs**: 5, Conversion, Who converts, Funnels, Micro vs macro and Time to convert - **Charts and numbers**: 36 - **Built on**: the [Visits](/docs/analytics/visits) explore ## Filters The filters across the top apply to every tile they can, unless a tile says it has its own range. - **Date range**: the last 30 days, today included. - **Channel**: not set when the dashboard opens, so it keeps everything until you pick a value. - **Device type**: not set when the dashboard opens, so it keeps everything until you pick a value. - **Allowed origin**: set to true, so tiles count only the origins your property allows. Clear it to see every origin the tag ran on. ## Tabs ### Conversion ::field-table | Tile | Kind | What it shows | | --- | --- | --- | | Conversion rate | Number | The share of visits that converted, macro or micro: a purchase, a lead, a demo request, a newsletter signup or a trial start. | | User conversion rate | Number | The share of users with at least one converting visit. | | Purchase rate | Number | The share of visits with a purchase: the macro conversion rate. | | Micro conversion rate | Number | The share of visits with a lead, a demo request, a newsletter signup or a trial start. | | Conversions | Number | Purchases, leads, demo requests, newsletter signups and trial starts, each kind once a visit. | | Revenue per visit | Number | Revenue over every visit, converting or not, in the site's own currency. | :: #### Are they doing it more? ::field-table | Tile | Kind | What it shows | | --- | --- | --- | | Micro and macro conversion rate by week | Line chart | The share of visits with a micro conversion, and with a purchase, by the week they began. | | Converting visits by kind | Bar chart | Each converting visit once, under its biggest conversion: Purchase, Trial start, Demo request, Newsletter signup or Lead. | :: #### Which channels bring visits that do it? ::field-table | Tile | Kind | What it shows | | --- | --- | --- | | Conversion rate by channel | Bar chart | Each channel's share of visits that converted, largest channel by visits on top. | :: **How to read this dashboard** A **conversion** is a visit doing the thing: a **purchase**, the macro conversion, or a **micro conversion** - a lead, a demo request, a newsletter signup or a trial start. **Conversion rate** counts both, as Acquisition's does, and **Purchase rate** and **Micro conversion rate** split it, so the two can add up to more. A purchase reaches an Order confirmation page and a lead a Form confirmation page, by page type; a demo request, a newsletter signup or a trial start is a form sent whose click type says so, declared with `data-ac-event` or typed on the [Click types](/docs/data-capture/page-and-click-types) page, on properties that capture clicks. **Channel** is how each visit arrived. Bot traffic, visitors who declined consent and origins the property does not allow are left out. A visitor is a first-party cookie, which Safari clears after 7 days. ### Who converts #### Which channels convert? ::field-table | Tile | Kind | What it shows | | --- | --- | --- | | Channel scorecard | Table | Each channel's visits, and how they converted: macro and micro, per visit and per user, the conversions and the revenue per visit. | :: #### Which campaigns convert? ::field-table | Tile | Kind | What it shows | | --- | --- | --- | | Campaigns | Table | The 50 campaigns most visits arrived by, with how those visits converted, macro and micro, the conversions and the revenue per visit. | :: #### Which landing pages convert? ::field-table | Tile | Kind | What it shows | | --- | --- | --- | | Landing pages | Table | The 50 pages most visits began on, with how those visits converted, macro and micro, and the revenue per visit. | :: #### Which devices convert? ::field-table | Tile | Kind | What it shows | | --- | --- | --- | | Micro and macro conversion rate by device | Column chart | Each device type's share of visits with a micro conversion and with a purchase, largest device by visits first. | | Device scorecard | Table | Each device type's share of visits and of converting visits, and its conversion rate. | :: **About who converts** Every figure here is **as the visit arrived**: a conversion counts under the channel, campaign, landing page and device of the visit it happened in. Acquisition's Campaigns tab is where a direct visit's conversion is credited to the campaign that brought the visitor before, and weighed against spend. **Per user** is the share of devices with a converting visit. **Revenue per visit** is in the site's own currency, and empty where no order value is read. ### Funnels #### Where do sign-ups drop off? ::field-table | Tile | Kind | What it shows | | --- | --- | --- | | Sign-up funnel | Funnel | Of every visit, the share that saw a Pricing page, then started a sign-up, then completed it, each step after the one before. | | Sign-up funnel by device | Table | Each device type's visits, and at every step of the sign-up funnel the share of the step before it that took it. | :: #### Where do purchases drop off? ::field-table | Tile | Kind | What it shows | | --- | --- | --- | | Purchase funnel | Funnel | Of every visit, the share that viewed a product, then added to cart, then began checkout, then purchased, each step after the one before. | | Purchase funnel by device | Table | Each device type's visits, and at every step of the purchase funnel the share of the step before it that took it. | :: **About the funnels** A visit counts at a step only after taking **every step before it, in order**, so a visit that signed up without seeing pricing is a conversion and leaves the sign-up funnel at its second step. **Started sign-up** is reaching a Form page or clicking Sign up, Start trial, Request demo or Begin application; **completed** is reaching a Form confirmation page or sending a form typed Sign up, Start trial, Request demo or Submit application. **Added to cart** is clicking Add to cart or reaching a Cart page, and **began checkout** reaching a Checkout page or clicking Begin checkout. A funnel shows no results where no visit took its second step: a store has no Pricing page, and a site that sells nothing online no Product detail page. Pages are typed on the [Page types](/docs/data-capture/page-and-click-types) page and clicks on the [Click types](/docs/data-capture/page-and-click-types) page. ### Micro vs macro ::field-table | Tile | Kind | What it shows | | --- | --- | --- | | Micro-converting visits | Number | Visits with a lead, a demo request, a newsletter signup or a trial start. | | Leads | Number | Visits that reached a Form confirmation page. | | Demo requests | Number | Visits that sent a form typed Request demo. | | Newsletter signups | Number | Visits that sent a form typed Newsletter signup. | | Trial starts | Number | Visits that sent a form typed Start trial. | | Micro to purchase rate | Number | The share of visits with a micro conversion whose device has purchased since. | :: #### Where do the smaller yeses come from? ::field-table | Tile | Kind | What it shows | | --- | --- | --- | | Micro conversion rate by channel | Bar chart | Each channel's share of visits with a lead, a demo request, a newsletter signup or a trial start, largest channel by visits on top. | | Micro and macro conversion rate by landing page type | Bar chart | Each landing page type's share of visits with a micro conversion and with a purchase, largest type by visits on top. | :: #### Which small yes leads to the big one? ::field-table | Tile | Kind | What it shows | | --- | --- | --- | | Micro conversions and the purchases that followed | Table | Each kind of micro conversion, with the share of its visits whose device has purchased since, so far, and the median days it took. | :: **About micro conversions** A **micro conversion** is a smaller yes than a purchase: a **lead**, reaching a Form confirmation page, or a form sent as a **demo request**, a **newsletter signup** or a **trial start**; a click that sent no form, such as the link to one, starts a funnel instead. The tiles count each kind on its own, and the table each visit once, under its most telling kind. **Then purchased** is the share of those visits whose device has bought since, in that visit or a later one, so far: a recent visit has had less time to, so compare kinds over one date range. ### Time to convert ::field-table | Tile | Kind | What it shows | | --- | --- | --- | | First conversions | Number | Devices' first converting visits. | | Converted on the first visit | Number | The share of first conversions made on the device's first visit. | | Converted within 7 days | Number | The share of first conversions made within 7 days of the device's first visit. | | Median days to convert | Number | How many days after its first visit a device typically first converted. | | Median visits to convert | Number | How many visits a device typically took to first convert, that visit included. | | Median days to first purchase | Number | How many days after its first visit a device typically first purchased. | :: #### How long is the road to a yes? ::field-table | Tile | Kind | What it shows | | --- | --- | --- | | First conversions by time to convert | Column chart | How long after their device's first visit first conversions were made: under a day, 1-2 days, 3-6, 7-29, and 30 or more. | | First conversions by visits to convert | Column chart | How many visits first conversions took, the converting one included: 1, 2, 3-4, 5-9, and 10 or more. | :: #### Who takes longest? ::field-table | Tile | Kind | What it shows | | --- | --- | --- | | Time to convert by first-touch channel | Table | For devices by the channel they first arrived by: their first conversions, the share made on the first visit and within 7 days, and the median days and visits it took. | :: **About time to convert** These tiles read each device's **first conversion**, of any kind, made on a visit in the date range: the days from the start of the device's **first visit** to the conversion, which may be before the range, and the visits it took, that one included; in the bands, **0 days** is under a day. Medians, because a few very long roads would drag an average far from the usual one. A device is a first-party cookie, which Safari clears after 7 days, so a long road reads short there. **First-touch channel** is how the device first arrived, and a time under a day reads in hours.