Conversion KPIs
Conversion KPI overview is the headline strip at the top of the Conversion Performance dashboard. It reports five measures for the selected path, filters and period, each with a movement line comparing it with the previous period.
Every measure follows the counting rules described in the Conversion Performance guide: starting sessions are the sessions that entered the path, converting sessions are counted once however often they completed, and configured values are the amounts configured against the conversion rather than verified revenue.
The five measures
| Measure | What it reports | Denominator or basis |
|---|---|---|
| Conversion rate | The share of starting sessions that converted | Converting sessions ÷ starting sessions |
| Converting sessions | Sessions with at least one completion | Counted once per session |
| Configured conversion value | The configured value of completions in the period | One block per currency |
| Value per starting session | Configured value spread across everyone who started | Configured value ÷ starting sessions |
| Median time to convert | The midpoint time from path entry to completion | Completions with available timing |
Each card carries a short line explaining its basis, such as the session counts behind the rate or the number of valued completions behind a currency total.
Read the movement line
The movement line compares the measure with the same measure in the previous period. It shows the direction and size of the change, or No change where the two periods match.
Colour follows whether the change is an improvement for that measure, not whether the number rose. A falling median time to convert is an improvement and appears as such, while a falling conversion rate does not.
Where a comparison is offered, the previous period's value appears beneath the movement line.
When a value or comparison is withheld
The overview withholds a figure rather than presenting an unreliable one. A dash means the measure could not be established, and it never means zero.
| What appears | Why |
|---|---|
| No comparison available | The previous period falls outside the recorded history for this path, or the measure has no previous value. |
| Comparison unavailable: incomplete value or outcome coverage | Some outcomes or configured values are missing, so comparing known subtotals would mislead. |
| A dash in place of the conversion rate | Some journey outcomes in the selection are unavailable, or there were no starting sessions. |
| A dash in place of the median time | No completion in the period has usable timing. |
| A dash in place of a value | No configured values are available for the completions in the period. |
Notes beneath the strip explain any of these that apply, including how many journey outcomes are unavailable and whether the median covers only part of the completions.
Configured value and currencies
Currencies are never combined. Where completions carry values in more than one currency, the value cards show a separate block for each, each with its own total, completion count and movement line.
A currency total is a known subtotal. Where some completions have no configured value, the total covers only those that do, and the card reports how many valued completions it represents.
Value per starting session divides the same configured total by every session that started the path, including those that did not convert. It is a measure of the path's configured worth per entrant, not an average order value.
Median time to convert
The median runs from path entry to the completion that ended the attempt, so it measures the configured path rather than the whole marketing journey. It is reported in the largest sensible unit, from seconds through to days.
Only completions with usable timing contribute. Where that is fewer than all completions in the period, a note says so, and the median should be read as covering the timed subset.
Repeat completions
Value and time include repeat completions, because each completion carries its own configured value and its own elapsed time. Converting sessions do not, because a session that completed three times is still one converting session.
This is why the number of valued completions behind a currency total can exceed the converting session count. The figures are consistent; they answer different questions.
Troubleshooting
The conversion rate is blank while conversions are shown
Some journey outcomes in the selection could not be established. Counts and values still report what was observed, but a rate calculated from incomplete outcomes would be unreliable, so it is withheld.
Every card says no comparison is available
The previous period lies outside the recorded history for the selected path. The period line beneath the dashboard controls shows both periods, and the dashboard explains which history condition applies.
Converting sessions and the valued completion count disagree
Repeat completions are counted in value and time but not in converting sessions. Check the completion count on the value card against the converting session count; a gap between them means some sessions converted more than once.
The value is lower than expected
Configured values are known subtotals. Where some completions have no configured value, they are excluded from the total and reported separately rather than counted as zero.
The median time looks too fast
The median measures path entry to completion, not the first marketing touch. Sessions that entered the path and completed immediately pull the midpoint down. Use Days to convert in Conversion journeys for the wider distribution.