Conversion KPIs

Conversion Performance KPIs summarise how efficiently tracked sessions enter and complete conversion paths, how much value those completions generate, and how long recognised visitors take to convert.

Overview

The KPI strip contains six metrics:

Conversion Rate measures the share of eligible sessions that completed a conversion path.
Revenue Per Session or Revenue Per Entrant shows the average confirmed conversion value across the relevant session denominator.
Converting Sessions counts distinct sessions that completed a path.
Total Revenue adds the value assigned to confirmed path completions.
Journey Length shows the average number of days taken by fully attributed visitors to convert.
New Customers shows the share of fully attributed converting sessions associated with a visitor’s first recorded path completion.

The first three metrics are compared with their historical normal range. The final three focus on change from the immediately preceding period.

Before metrics appear

Wheremore needs the following foundations:

The domain must have interaction tracking installed and enabled.
The relevant pages must be included in Manage Session Tracking.
An active conversion path must contain ordered steps.
Each step must have at least one working conversion zone.
Visitors must interact with those zones and complete the path.
Background conversion and attribution processing must finish.

The KPI strip counts confirmed path completions. A click on an isolated zone, an incomplete path, or a page visit by itself is not a completed conversion.

Access and data scope

Data is restricted to the active workspace and domains available to the signed-in user.
The Date Range, Domain, Path, Campaign and Audience controls apply to the KPI strip.
Device and channel controls elsewhere on the dashboard do not split these KPI totals.
Selecting a path changes the denominator used by the rate and revenue-per-session metrics.
Selecting All Domains combines accessible domains, subject to currency and cookie-mode limitations described below.

Quick start

Select the required date range.
Select one domain where possible.
Choose a conversion path, or leave the path control unfiltered for the domain-wide view.
Choose a campaign and audience if you need a narrower segment.
Review the current values and their comparison labels.
Expand a KPI to see its normal range, previous-period comparison and supporting visitor metrics.
Use the conversion flow reports to locate the step causing an unexpected result.

Use the filters

Date range

Use a preset period or select custom start and end dates. Custom dates are inclusive.

Every current period is compared with the immediately preceding period of the same length. For example, a 30-day selection is compared with the preceding 30 days.

Domain

Select one domain for the clearest interpretation. A single-domain selection also enables a historical baseline when Wheremore can resolve the domain to one project with sufficient baseline data.

All Domains can be useful for a portfolio total, but:

Historical baseline panels are not available.
Visitor-based metrics are unavailable if any domain in scope is not using Cookie tracking.
Revenue is unavailable if the active paths do not share one usable currency.

Path

Select a domain before choosing a path. The path control lists accessible conversion paths for that domain.

When a path is selected:

Conversion Rate becomes the conversion rate of path entrants.
Revenue Per Session becomes Revenue Per Entrant.
Only confirmed completions of the selected path are counted.

Without a path selection, the rate uses all tracked touch sessions in the selected scope.

Campaign

Campaign filtering is session-based and works in both Cookie and Cookieless tracking modes.

Selecting a campaign includes sessions associated with that UTM campaign. (no campaign) means sessions with no tagged campaign anywhere in the session; it does not mean an individual untagged touch within an otherwise tagged session.

Audience

Prospects includes sessions classified as unauthenticated.
Authenticated Users includes sessions classified as authenticated by the tracking rules.
All Traffic includes both.

Audience is separate from tracking mode. An authenticated user is not the same thing as every visitor recognised through a cookie.

Understand the comparisons

Performance vs baseline

Conversion Rate, Revenue Per Session/Entrant and Converting Sessions can show a historical normal range:

Improving means the result is above the normal range.
Stable means it is within the normal range.
Declining means it is below the normal range.

The normal range is calculated from Wheremore’s historical data for the selected domain, path and audience where available. It is not an industry benchmark.

A baseline requires a single selected domain, a clear project match and sufficient historical data. If a path-specific baseline is unavailable, Wheremore can use the domain’s site-wide baseline.

Period trends

Total Revenue, Journey Length and New Customers compare the current period with the preceding equivalent period.

An increase is favourable for revenue and new-customer share.
A decrease is treated as favourable for journey length because visitors converted sooner.
Up from 0 means the previous period was zero and the current period is greater than zero.
No previous data means the preceding period did not contain a usable comparison.

Expand metric details

Select the arrow on a KPI to view additional context. Depending on the metric and available data, this can include:

The historical normal range and current position within it
Difference from baseline
Difference from the previous period
Visitor conversion rate
Converting or unique visitors
Revenue per visitor
Sessions per visitor

Visitor-level supporting metrics require Cookie tracking and a persistent visitor identity.

Conversion Rate

Conversion Rate measures confirmed path-completing sessions against the relevant session population.

When a path is selected

The calculation is:

distinct path-completing sessions ÷ path entrant sessions × 100

A path entrant is a session recorded as entering the first step of the selected conversion path.

When no path is selected

The calculation is:

distinct path-completing sessions ÷ distinct tracked touch sessions × 100

All confirmed completions are included, including session-only conversions captured in Cookieless mode.

Use the path view when assessing funnel efficiency. Use the unfiltered view when assessing overall conversion performance across the selected domain or portfolio.

Revenue Per Session or Revenue Per Entrant

This KPI divides confirmed path-completion value by the same denominator used for Conversion Rate.

With a path selected: confirmed path-completion revenue ÷ path entrants
Without a path selected: confirmed path-completion revenue ÷ tracked touch sessions

The label changes to Revenue Per Entrant when a path is selected so the denominator remains clear.

The metric is only displayed when the active paths in scope use exactly one non-empty currency. Wheremore does not add unlike or unspecified currencies.

Converting Sessions

Converting Sessions counts distinct sessions that completed a confirmed conversion path during the selected period.

A session is counted once even if it contains multiple stored records for the same completion. The KPI does not count every zone click, every completed step, or every conversion database row.

Use this KPI with Conversion Rate:

More converting sessions and a lower rate usually means volume grew faster than efficiency.
Fewer converting sessions and a higher rate can mean stronger efficiency from a smaller audience.

Total Revenue

Total Revenue adds the value recorded on confirmed path completions in the current scope.

Values come from the conversion path configuration, such as a fixed value. Wheremore counts each stored conversion once.

Total Revenue displays — when active paths in scope contain mixed currencies or do not have a usable currency. Conversion counts can still be displayed because currency validity does not determine whether the conversion occurred.

Journey Length

Journey Length shows the average number of days from the recognised visitor’s attributed journey start to their first fully attributed path completion in the selected period.

It is not:

Session duration
Time spent on the final page
The number of path steps
The number of sessions in the journey

Journey Length requires Cookie tracking and a fully recognised visitor identity. It is therefore unavailable for Cookieless-only data.

A shorter journey is not automatically better. High-consideration purchases can legitimately take longer, so interpret the result alongside conversion rate, value and the intended funnel.

New Customers

New Customers shows the percentage of fully attributed converting sessions where the completion was the recognised visitor’s first recorded path-completion conversion in Wheremore.

It does not prove that the person has never bought from or contacted the organisation before. It means Wheremore has not recorded an earlier completed conversion path for that recognised visitor.

This metric requires Cookie tracking and full visitor attribution. A lower percentage can reflect healthy returning-customer activity as well as weaker acquisition, so compare it with total conversions and revenue.

Measurement	Cookie	Cookieless
Confirmed conversion completions	Available	Available
Conversion Rate	Available	Available
Converting Sessions	Available	Available
Revenue metrics	Available when currency is valid	Available when currency is valid
Campaign filtering	Available	Available
Journey Length	Available with full attribution	Not available
New Customers	Available with full attribution	Not available
Visitor-level supporting metrics	Available with a persistent identity	Not available

Cookieless tracking keeps sessions separate and does not join activity across visits. Cookie tracking can recognise the same visitor across sessions when consent and the configured rules allow it.

When All Domains is selected, visitor-level metrics are only available if every domain in scope supports Cookie tracking.

Interpret KPI combinations

Conversion Rate down, Converting Sessions up: More sessions entered the measurement scope, but a smaller proportion converted.
Conversion Rate up, Converting Sessions down: Efficiency improved on lower traffic or fewer entrants.
Total Revenue up without more conversions: The completed paths may carry higher values or the mix of conversions changed.
Revenue Per Entrant down while rate is stable: Conversion value may have shifted towards lower-value paths.
Journey Length up with higher revenue: Visitors took longer, but the longer journey may have supported more valuable outcomes.
New Customers down with revenue up: Returning recognised visitors may be contributing more value.
All KPIs unexpectedly changed after selecting a path: The path selection changes both the included completions and the denominator.

Treat these combinations as signals for investigation, not proof of a cause.

What should I do next?

Conversion Rate is weak: Open Conversion Path Flow and Funnel Design Validation to find the step with the greatest loss or unintended route.
Converting Sessions fell: Check entrant volume, campaign performance and session tracking before changing the path.
Revenue is weak: Confirm path values and currencies, then compare channel, campaign and journey mix.
Journey Length increased: Review session replays and user-behaviour reports for hesitation, repeated visits or unclear transitions.
New Customers fell: Compare acquisition campaigns with returning-customer revenue before deciding that the change is negative.
One step appears problematic: Review its zone selector, device variants and form-submission configuration in Manage Conversions.
A recent change is not reflected yet: Allow the background conversion and attribution processes to complete.

Troubleshooting

All KPIs show — or no data: Confirm that the domain has active tracking, an active conversion path, configured zones and completed visitor activity within the selected dates.
Path control is empty: Select a domain and confirm the path is accessible, active and scheduled for the relevant period.
Revenue shows — while conversions are visible: The active paths in scope use mixed currencies or have a missing currency. Filter to one path/domain or standardise the path currencies.
Journey Length or New Customers shows —: Cookie tracking or full visitor attribution is unavailable for the selected scope.
Baseline is missing: Select one domain, confirm it maps to one project in the workspace and allow sufficient baseline history to accumulate.
No previous data: The immediately preceding equivalent period has no usable records for that KPI.
Campaign is missing: The campaign only appears after a UTM-tagged session has been captured and processed.
(no campaign) looks lower than expected: A session is excluded from this group if any touch in it has a tagged campaign.
Numbers differ after selecting a path: Path mode uses path entrants as the denominator rather than all tracked touch sessions.
Counts differ from another conversion table: The KPI counts distinct confirmed path-completing sessions, not raw zone events or all stored conversion rows.
A recent conversion is missing: Confirm the visitor completed the ordered path, the path and zone were active, and background processing has completed.
Visitor metrics disappear in All Domains: At least one accessible domain in the combined scope does not support Cookie tracking.

Frequently asked questions

Is a zone click a conversion?

Not by itself. The visitor must complete the configured path progression and create a confirmed path completion.

Why does Conversion Rate change when I select a path?

The denominator changes from all tracked touch sessions to sessions that entered the selected path.

Why does Revenue Per Session become Revenue Per Entrant?

With a path selected, Wheremore divides revenue by path entrants rather than all tracked sessions.

Can campaign filters work in Cookieless mode?

Yes. Campaign filtering is session-based and does not require a persistent visitor cookie.

What does Authenticated Users mean?

It means sessions classified as authenticated by your tracking configuration. It is separate from whether Cookie or Cookieless tracking is used.

Why is revenue blank when conversions are counted?

Wheremore will count a confirmed conversion without combining incompatible currencies. Revenue displays only when the current scope has one usable currency.

Is the baseline an industry benchmark?

No. It is the historical normal range calculated for the selected Wheremore scope.

Is Journey Length the duration of the converting session?

No. It measures attributed days across the recognised visitor journey.

Does New Customers mean first-ever customer?

No. It means the recognised visitor’s first path-completion conversion recorded by Wheremore.

Are the KPIs real time?

No. Conversion, funnel and attribution data are processed in the background, so recent activity can take time to appear.