Understanding Conversion Tracking

Wheremore conversion tracking connects visitor actions with the journeys and outcomes that matter to your website.

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.
• Zones — the page elements or supported form submissions that complete a step.
• 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 configured conversion zone for every required step.

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

Paths, steps and zones

Conversion path

A path describes one measurable journey, such as:

1. Visit a service page.
2. Open the contact form.
3. Submit the form.

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.

Zone

A zone defines what interaction completes a particular 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 zone. This is useful when either of several elements represents the same milestone, such as two equivalent calls to action. A qualifying interaction with any one of those zones can complete the step.

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 the zone event and the corresponding path progression.

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. Further interactions do not start another instance of that same path during its current active schedule.

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.

Conversion value

When creating a path, choose one of these value sources:

Zero Value

Use Zero Value when the conversion matters but you do not want to attach revenue. This is appropriate for goals such as:

• newsletter signups;
• document downloads;
• account registrations; or
• non-monetary engagement milestones.

Fixed Value

Use Fixed Value when every completed conversion should receive the same monetary value.

Select the relevant currency and enter the value. A fixed value is a reporting estimate; it does not retrieve a live transaction total from the website.

Attribution

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

The current path interface uses First Click attribution. This gives credit to the earliest qualifying source in the attribution window.

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.

Attribution is strongest in Cookie mode because a durable visitor journey can span sessions. Cookieless attribution is limited to the available session.

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 Form submission tracking 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.

Data processing and retention

Raw browser interactions are processed into durable conversion and attribution records.

Raw interaction data has a shorter retention period than the conversion ledger. Once a qualifying step has been recorded in the durable progression data, Cookie-mode path continuity does not depend on the original raw interaction remaining available.

Recent activity may take several minutes to appear because conversion, attribution and reporting processes run in the background.

Privacy and consent

Wheremore provides Cookie and Cookieless controls, authenticated-user exclusions, path exclusions and consent-cookie configuration. The website operator remains responsible for:

• choosing an appropriate tracking mode;
• providing required notices;
• obtaining any required consent;
• excluding sensitive or staff-only areas; and
• ensuring the implementation complies with applicable policies and law.

Cookie mode should not begin persistent tracking until the configured consent condition is satisfied.

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 zones for each step.
6. Test every selector and supported form submission.
7. Keep the path inactive until configuration is complete.
8. Activate it with an appropriate date range.
9. 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.
• First Click is the attribution model currently exposed by the path interface.
• Conversion results are processed rather than live.
• A path cannot recover activity from before its active schedule and configuration.
• Changing tracking mode can make active paths inactive.

What should I do next?

• Use Manage Conversion Paths to configure paths, steps and zones.
• 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