Understanding Conversion Tracking

Wheremore conversion tracking connects visitor actions with the journeys and outcomes that matter to your website. Use this overview before setting up a path or interpreting conversion results. Configure journeys in Manage Conversions, and manage website tracking in Manage Session Tracking.

Overview

A conversion does not have to be a purchase. It can be a lead, signup, download, subscription, contact request or another outcome you define.

Wheremore models this through:

• Conversion paths — the complete journey you want to measure.
• Steps — the ordered stages within that journey.
• Actions — the interactions that can complete a step, such as clicking a particular element or submitting a supported form. These are stored as zones, a term you may see in reports and technical settings.
• Zone events — qualifying interactions with individual zones.
• Path completions — visitors reaching the final required step in sequence.
• Attribution — connecting a completed path with the source that introduced the visitor.

The reporting layer distinguishes a click or form submission from a completed path. This prevents every button interaction from being treated as a final business outcome.

Before conversion tracking can work

The website needs:

1. The Wheremore pixel installed.
2. The website assigned to the active workspace.
3. Tracking enabled in Manage Session Tracking.
4. The relevant pages added as tracked URLs.
5. An appropriate Cookie or Cookieless tracking mode.
6. An active conversion path.
7. At least one valid action for every required step, with category and subcategory completed for every alternative action.

New activity is processed in the background, so reports are not real time.

Paths, steps and actions

Conversion path

A path describes one measurable journey, such as:

1. Click Enquire on a service page.
2. Complete a supported HubSpot form submission on the contact page.

The Enquire click completes step 1. The form submission completes step 2 and the path. Clicking a submit button alone does not establish that the form was successfully sent.

Choosing a page for a step tells Wheremore where its action occurs. It does not make an ordinary page visit count as an action.

Each path belongs to one website and has its own status and active date range.

Step

A step represents one ordered milestone. Its tracked page tells Wheremore where the milestone can occur.

Steps are evaluated in their saved order. Activity at a later step does not fill an earlier missing step.

Action and zone

The editor uses Action for what the visitor must do. The underlying zone identifies the element or supported form whose interaction completes the step. It can identify:

• a button;
• a link;
• an image;
• another selectable page element; or
• a supported HubSpot form submission.

Each use of an element is stored in the context of its path and step. The same page element can therefore participate in different paths or at different steps without those journeys being merged.

A step can contain more than one action. For example, Enquire in the header and Contact us in the footer can be alternatives for the same milestone. Any one of those actions completes that step; the visitor does not need to click both.

Successive steps mean in order. Alternative actions within one step mean any one.

Names, categories and descriptions

Give the action and step meaningful names so reports are easy to interpret. Category and subcategory describe the action’s purpose and provide context for AI analysis. They are required before activation, including for alternative actions. Suggested classifications should be reviewed.

A description can add useful context, such as what a button offers or which section contains it. Names, categories and descriptions do not change what is counted: the selected element click or supported submission defines the interaction.

How a path advances

For each eligible interaction, Wheremore:

1. finds matching zones on the tracked page;
2. checks which paths and steps those zones belong to;
3. confirms the path is active and within its schedule;
4. loads the visitor’s or session’s completed steps;
5. accepts the interaction only where it matches the next required step; and
6. records accepted progression separately from matched zone events.

An interaction can match a zone without advancing the path if it is not the next required step.

A single interaction advances a particular path by no more than one step.

If the same element is intentionally used by two different paths and is the next eligible step in both, each path can advance independently.

When the final required step is completed, Wheremore records a path completion. For the same tracked identity, further interactions do not automatically start another instance of that path within the current active schedule. With Cookie-mode identity this can span sessions; with session-only identity the scope is that session. Do not interpret path completions as a count of every repeat purchase or submission.

Cookie and Cookieless measurement

Tracking mode controls how Wheremore recognises journey continuity.

Cookie mode

Cookie mode can use a persistent Wheremore visitor identifier after the required consent signal has been recognised.

This allows eligible steps completed during separate sessions to be connected to the same visitor. For example, someone can begin a journey on Monday and complete it during a later visit.

If a session begins without a durable identifier and later acquires one, Wheremore can consider both the current session and the verified visitor history when determining progress.

Cookie mode is best suited to journeys where cross-session continuity matters, provided it fits your consent and privacy approach.

Cookieless mode

Cookieless mode uses session-scoped identity. It can measure steps completed during one session but does not join a later visit to the earlier session as the same visitor.

This means a multi-session conversion path can report fewer completions in Cookieless mode even when the same person eventually converts.

Cookieless measurement is still useful for:

• short journeys completed in one visit;
• immediate calls to action;
• same-session lead flows; and
• websites that do not require persistent visitor recognition.

Changing tracking mode

Tracking mode is a website-level setting.

Changing between Cookie and Cookieless modes changes the identity model used by conversion measurement. Wheremore therefore warns that active conversion paths will be made inactive.

After changing mode, review and deliberately reactivate the paths that remain appropriate.

Prospects and identified visitors

Conversion reports can distinguish audience classifications:

• Prospects generally represent activity without an authenticated or identified classification.
• Identified visitors represent activity classified through the configured tracking rules.
• All traffic includes both where supported.

“Identified” is a reporting classification. It does not mean that Wheremore exposes a visitor’s private identity in conversion reports.

Authenticated-user exclusions and custom rules are configured in Manage Session Tracking.

Zone events and path completions

These are related but different:

A zone event can be useful as a micro-conversion without being a completed path.

Use path-completion metrics for final outcomes. Use zone and step data to diagnose where visitors progress, hesitate or leave.

Check desktop, mobile and tablet selections

A page can use different elements for desktop navigation, a mobile menu or a tablet layout. Picking a desktop element does not confirm that the same selection works on every device.

After selecting an element, Check other devices appears beneath it:

1. Select Check for Mobile or Tablet. This switches the preview to that device and turns off Reveal hidden.
2. Review the highlighted element in that device’s captured preview.
3. Select Use this element if it is the intended interaction, or Pick a different element to save a separate device selection.
4. Repeat for the other device and each alternative action, then add or apply the step and save the path.

Confirmation requires a single visible match in the preview. Hidden, missing or multiple matches need review. Checked in preview and Review indicate a confirmed selection; an unchecked device shows Not checked and Check.

Not checked does not mean tracking is disabled for that device. Devices without a separate selection use the desktop selection; those with a separate selection continue using it. Confirming a match saves an explicit device selection even if its selector is the same as Desktop. Activation includes a reminder if device checks are incomplete, but those checks do not block activation.

In Advanced settings, testing an unchanged, previously checked device selector preserves its review confirmation only when it still has one visible match. Testing alone does not confirm an unchecked selection. Changing the selector, resetting it with Use the desktop selector, or finding no single visible match during a test or review requires another check.

Preview checks refer to the captured page. They do not guarantee live tracking after layout changes or on every screen size. Test the real journey on your website as well. HubSpot form submission uses the form ID and does not need separate desktop, mobile and tablet element selectors.

Conversion value

Choose No value when the outcome matters but you do not want to attach a monetary estimate, such as a newsletter signup or document download.

Choose Fixed value per conversion when each completed conversion should receive the same configured value. Select the currency and enter the amount. A fixed value is a reporting estimate; it does not retrieve the actual transaction total from your website.

Attribution

Attribution connects a completed conversion with the visitor’s acquisition journey.

Paths created through the current editor are configured for first-click attribution. This credits the earliest qualifying source within the attribution window. The editor does not offer an attribution-model selector.

Wheremore uses recorded referrer and UTM information where available. A visit can appear as Direct when no qualifying external source or campaign information is available.

UTM values can include:

• utm_source
• utm_medium
• utm_campaign
• utm_content

Use the UTM URL Builder to create consistent campaign URLs.

Cookie-backed identity can connect acquisition evidence across eligible sessions. Session-only attribution is limited to the available session; neither mode guarantees that every acquisition source was recorded.

HubSpot form submissions

Some embedded HubSpot forms cannot be measured reliably by selecting an individual field or button in the captured page.

For these forms, a conversion zone can use HubSpot form submission with the HubSpot Form ID. The pixel records a supported completed submission event, and the conversion processor matches that event to the configured form zone.

This is more reliable than treating a click on the submit button as proof that the form was successfully submitted.

Processing, saved progress and tracking settings

Conversion activity and attribution are processed in the background. A successful test on your website may not appear immediately in reports; this overview does not promise a fixed processing time.

Accepted steps are stored separately from raw browser interactions. Cookie-backed progression can use that stored history as well as the current session, rather than relying only on replay data still being available. The availability of a session replay and the presence of a recorded conversion are therefore different questions.

Configure consent signals, authenticated-user rules and tracking exclusions in Manage Session Tracking. Cookie-mode continuity depends on the configured consent signal and a durable visitor identifier. An excluded or unrecorded interaction cannot supply evidence for an expected step.

Recommended workflow

1. Define the business outcome before creating the path.
2. Decide whether the journey realistically occurs within one session or across several visits.
3. Choose Cookie or Cookieless mode accordingly.
4. Add only the steps that represent meaningful progression.
5. Configure one or more actions for each step and review their categories.
6. Check mobile and tablet selections in the captured previews.
7. Keep the path inactive until configuration is complete.
8. Activate it with an appropriate date range.
9. Test the real interactions and supported form submissions on the website, then confirm events and completions after background processing.
10. Use conversion reporting with User Behaviour and Session Replay to understand why visitors did or did not progress.

Limitations

• Cookieless journeys cannot continue across separate sessions.
• Cookie-mode continuity depends on recognised consent and a durable visitor identifier.
• A selected button click does not prove that an unsupported form completed successfully.
• Fixed values are configured estimates rather than transaction-level revenue.
• The current editor configures first-click attribution; it does not offer a model chooser.
• Conversion results are processed rather than live.
• Configuring a path does not recreate interactions that were never recorded. Do not assume a new configuration backfills historical conversions.
• Changing tracking mode can make active paths inactive.

What should I do next?

• Use Manage Conversions to configure paths, steps, actions and device selections.
• Use Manage Session Tracking to choose Cookie or Cookieless mode.
• Use Session Replay to inspect individual journeys.
• Use User Behaviour Analysis to understand aggregate behaviour around a conversion step.
• Use the Conversions Dashboard to review completions, values and attribution.
• Use the UTM URL Builder to create consistent campaign tracking.