Conversion KPIs
The Conversion KPIs display key performance metrics at the top of the Conversions Performance Dashboard—showing conversion rate, revenue, and customer acquisition health at a glance.
Quick start
1. Select the domain and date range using the filters
2. Check the status badges on baseline cards (Improving, Stable, Declining)
3. Review the range indicator to see how current performance compares to normal
4. Click Analyse with AI for recommendations if metrics are below baseline
Understanding the display
The KPIs are organised into two rows with different purposes.
Performance vs Baseline (Row 1)
These three cards compare current performance against established baselines. Each card shows the current value, a status badge indicating trend direction, how the value compares to the normal range, and the change versus the previous period.
| Metric | What it measures |
| Conversion Rate | Percentage of sessions that complete a conversion. When a path is selected, this measures entrants who convert. |
| Revenue Per Session | Average revenue generated per session. Indicates monetisation efficiency. |
| Converting Sessions | Total number of sessions that completed at least one conversion. |
Period Trends (Row 2)
These cards show raw values with trend indicators comparing to the previous period.
| Metric | What it measures |
| Total Revenue | Sum of all conversion values in the selected period. |
| Journey Length | Average days from first touch to conversion. Only available with cookie tracking enabled. |
| New Customers | Percentage of conversions from first-time customers. Only available with cookie tracking enabled. |
Reading the baseline cards
Status badges
| Badge | Meaning |
| Improving | Current value is above the normal range. Performance is better than typical. |
| Stable | Current value is within the normal range. Performance is consistent with historical patterns. |
| Declining | Current value is below the normal range. Performance needs attention. |
The range indicator
The grey shaded area represents the normal range—the zone where performance typically falls. The pink marker shows where the current value sits. A marker within the shaded area indicates stable performance. A marker to the right (for metrics where higher is better) indicates above-normal performance.
The three numbers below the range show the lower bound, median, and upper bound of normal performance. These values are calculated from historical data for the selected domain and path.
What should I do next?
| If you see... | Then... |
| Declining badge on CVR | Run AI Analysis. Check if traffic quality changed. Review recent site changes. |
| Declining badge on RPS | Check if average order value dropped. Review pricing or product mix changes. |
| Converting Sessions down but CVR stable | Traffic volume decreased. Focus on acquisition channels. |
| Journey Length increasing | Customers need more touchpoints to convert. Review content and nurture sequences. |
| New Customers declining | Repeat purchases dominate. Check if acquisition campaigns are working. |
| All metrics improving | Document what changed. Continue current strategy. |
Using the filters
Date range
| Option | Best for |
| Last 7 Days | Recent performance check, quick health assessment |
| Last 30 Days | Standard analysis period, baseline comparisons (default) |
| Last 60/90 Days | Trend analysis, seasonal pattern detection |
| Last 120 Days | Long-term performance review, strategic planning |
Path filter
Selecting a specific path changes how conversion rate is calculated. With no path selected, the denominator is all sessions on the domain. With a path selected, the denominator becomes sessions that entered step one of that path. This makes the conversion rate more meaningful for path analysis—it measures how well the path converts people who started it, not overall site traffic.
Campaign filter
Filter to sessions associated with a specific UTM campaign. Useful for measuring campaign-specific conversion performance. Select "(no campaign)" to see sessions without campaign attribution.
Cookie tracking mode
Some metrics require cookie tracking to be enabled on the domain. When cookie tracking is disabled, Journey Length and New Customers cards are hidden. The remaining metrics continue to function using session-based tracking.
To enable cookie tracking, visit the manage sessions page in SERP360.
Troubleshooting
Metrics show dashes instead of values
The selected filters return no data. Try expanding the date range, selecting a different path, or checking that conversion tracking is configured for this domain.
Conversion rate seems too low or high
Check whether a path is selected. Path-specific conversion rate uses path entrants as the denominator, which produces different results than site-wide conversion rate. Both calculations are correct—they measure different things.
Baseline data not showing
Baselines require sufficient historical data to calculate. New domains or recently created paths may not have baselines yet. The cards fall back to trend-only display until enough data accumulates.
Journey Length and New Customers missing
These metrics require cookie tracking. Check that cookie tracking is enabled for the selected domain.
FAQ
How is the baseline calculated?
Baselines use historical data to establish a median value and normal range. The range is calculated using Median Absolute Deviation (MAD), which is robust against outliers. Values within one MAD of the median are considered normal.
How often do baselines update?
Baselines are recalculated periodically as new data becomes available. They adapt to genuine performance changes while remaining stable enough to provide meaningful comparisons.
What counts as a converting session?
A session that completes at least one path completion event. Each session counts once regardless of how many conversions occurred within it.
Why does my conversion rate change when I select a path?
Path-specific conversion rate measures what percentage of path entrants complete the path. Site-wide conversion rate measures what percentage of all sessions convert. Path entrants are a subset of all sessions, so the rates differ.
What is Revenue Per Session?
Total revenue divided by total sessions. This normalises revenue against traffic volume, making it easier to compare periods with different traffic levels.