Conversion Performance
Conversion Performance reports on the conversion paths configured for a website: how many sessions started a path, how many completed it, where attempts stopped, what brought those sessions in and how long completion took.
The dashboard is a reporting view. It does not change the website, publish anything or alter how conversions are tracked.
Overview
One selection drives every panel on the page. Choose a website, an optional conversion path, a date range and any audience, device or campaign filter, and all panels report on the same set of sessions.
The page is organised into five panels, plus three actions in the controls bar:
| Panel | What it answers | Guide |
|---|---|---|
| Conversion overview | How did this path perform overall? | Conversion overview |
| Performance over time | How did results move day by day? | Performance over time |
| Conversion funnel | Where did attempts progress or stop, and what routes did people take? | Conversion funnel |
| Acquisition performance | Which entry channels and campaigns brought converting sessions? | Acquisition performance |
| Conversion journeys | How many touchpoints, days, sessions and which device? | Conversion journeys |
Copy link shares the current selection, Export report produces a downloadable file, and Analyse with AI runs a written assessment of the selected path. See Export report and Conversion Performance AI analysis.
Ask Wheremore can also answer questions about the selected path in conversation, using the same published data. See Ask Wheremore and conversion data.
Access and permissions
Conversion Performance is scoped to the active workspace. The website selector lists only websites available to the signed-in account in that workspace, and changing workspace reloads the available websites and their paths.
Saved AI analysis reports belong to the website and path rather than to the person who ran them. Anyone with access to the website in that workspace can open or delete them.
Quick start
- Select the workspace containing the website.
- Choose the Website.
- Choose a Conversion path, or leave All conversion paths selected.
- Set the Date range, using Custom and Apply for a specific window.
- Apply Campaign, Audience or Entry device filters where a narrower view is needed.
- Read the headline measures in Conversion overview, then open the panel that matches your question.
- Use Export report to keep a copy, or Analyse with AI for a written assessment of the selected path.
Choose what the dashboard reports on
| Control | What it does |
|---|---|
| Website | Selects the website. Changing it clears the path and campaign selections. |
| Conversion path | Reports on one configured path, or All conversion paths. Changing it clears the campaign selection. A path whose configuration no longer exists but which still has retained data appears under its identifier, marked as historical. |
| Date range | Last 7, 30, 60 or 90 days, or Custom. Dates are UTC and the window can cover up to 366 days. |
| Campaign | All campaigns, a specific entry campaign, or No campaign recorded where the entry campaign was measured as empty. |
| Audience | All traffic, Prospects or Identified users. This describes whether the session was identified, not whether the visitor is a new or existing customer. |
| Entry device | All devices, Desktop, Mobile, Tablet or Unknown. |
Custom dates apply when Apply is selected. The other controls apply as soon as they change.
Campaign choices come from the entry campaigns actually observed in the selected period and its comparison period, so the list changes with the website, path and dates. A campaign shared through a link stays selected even when it has no rows in the current window.
The controls bar shows the resulting scope directly beneath the fields: the starting and converting session counts, then the selected period and its comparison period in UTC.
Copy link copies a link to this exact selection, including the workspace, website, path, dates and filters. Opening that link reproduces the same view for anyone with access to the website.
How the numbers are counted
These definitions apply across every panel, and several of them explain differences that look like errors at first glance.
| Term | Meaning |
|---|---|
| Starting session | A session that entered the selected path during the period. Starting sessions are the denominator for the conversion rate. |
| Journey (attempt) | One attempt at the path. A single session can make several attempts, so journey counts include repeats and are not unique sessions. |
| Converting session | A starting session with at least one completion. Counted once, however many times it completed. |
| Conversion rate | Converting sessions รท starting sessions, expressed as a percentage of sessions. |
| Configured value | The conversion value configured for the path. It is not verified revenue, and currencies are always reported separately. |
| Completion | An attempt that reached and completed the path's final configured interaction. |
Each journey carries one outcome: completed, confirmed drop-off, pending or unavailable. Pending attempts are still inside their completion window, so they are background counts and never drop-offs. Unavailable outcomes are gaps in the evidence, and an unavailable value is not zero.
Device, audience and campaign filters apply to the session's first attempt in the period. That anchor keeps repeat attempts in the same session together, and it is why the entry device filter can differ from the device shown against a completion.
Comparison with the previous period
The comparison period is the same number of days immediately before the selected period. Both appear in the period line beneath the controls.
A comparison is offered only when both periods fall wholly within the recorded history of the selected path. Where they do not, cards show No comparison available and the dashboard explains why: history has not been established for the selection, the selected period predates the recorded history, or the previous period is only partly covered.
Some measures withhold a comparison for a second reason. Where outcome or value coverage is incomplete in either period, comparing known subtotals would mislead, so the movement line is withheld rather than estimated.
Reporting status
Conversion data is prepared in the background and published in versions. The dashboard always reads the most recently published version, so a conversion completed moments ago may not appear yet.
| Status | What appears | What it means |
|---|---|---|
| Ready | No message | The published data is current. |
| Updating | Reporting is updating. Showing the last published data. | A new version is being prepared. Figures remain valid but may lag. |
| Paused | Reporting is paused. Showing the last published data. | Preparation is switched off. Figures will not advance until it resumes. |
| Preparing | Conversion reporting is being prepared. | No published version exists yet for this website. |
What the dashboard does not do
It does not verify revenue, confirm that a completion produced a sale or a lead, or prove that a visitor left the website. It reports the outcomes and routes retained in the conversion evidence for the paths you have configured.
Observed routes and marketing touchpoints are partial by design: they cover what was retained, not a complete history of every visit.
Troubleshooting
No websites appear
Confirm that the correct workspace is active and that the account has access to at least one website in it.
The conversion path I want is missing
Path choices follow the selected website. Check the website first. A path appears once it is active for that website or has retained reporting data.
The dashboard reports that the selection is too large
Choose a shorter date range or a single conversion path, then retry.
Comparison figures are unavailable
Check the period line. Comparisons need both periods to sit inside the recorded history for the selected path, and they are also withheld where outcome or value coverage is incomplete.
The conversion rate is blank but conversions are shown
Some journey outcomes in the selection are unavailable, so a rate calculated from them would be unreliable. Counts and values still show the observed results.
A recent conversion is missing
The dashboard shows the most recently published data. Check the reporting status message beneath the controls and retry shortly.
The figures differ from another analytics tool
Conversion Performance counts sessions that entered a configured path, anchored on the session's first attempt, and reports configured values rather than verified revenue. Tools that count events, users or transactions will differ.