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OverviewCreating conversionsPageview conversionsEvent conversionsViewing conversion dataLanding page attributionManaging conversions

Conversion Tracking

Track the actions that matter most to your business — signups, purchases, form submissions, and more.

Overview

Conversions let you measure specific goals:

  • Pageview conversions — Track visits to specific URLs (thank you pages, confirmation pages)
  • Event conversions — Track custom events (signup, purchase, download)

Once set up, you'll see:

  • Total conversions
  • Unique converting visitors
  • Conversion rate
  • Daily trends
  • Landing page attribution

Creating conversions

  1. Go to Dashboard → Conversions
  2. Click Add Conversion
  3. Enter a name (e.g., "Newsletter Signup")
  4. Choose type (Pageview or Event)
  5. Set the match criteria
  6. Click Create

Pageview conversions

Track when visitors reach specific pages.

Exact match

Matches the exact URL path:

Match ValueMatchesDoesn't Match
/thank-you/thank-you/thank-you/
/signup/success/signup/success/signup/success?ref=email

Contains match

Matches any URL containing the string:

Match ValueMatches
thank/thank-you, /thanks, /order/thank-you
/success/signup/success, /order/success

Tip: Use "contains" for thank you pages that might have query parameters or slight URL variations.

Event conversions

Track custom events fired via dataLayer.

First, add the event to your site:

javascript
// Fire when user signs up
dataLayer.push({ event: 'signup' });

// Fire on purchase
dataLayer.push({ event: 'purchase' });

Then create a conversion with:

  • Type: Event
  • Match value: signup (exact event name)

Common conversion events

GoalEvent Code
Newsletter signupdataLayer.push({ event: 'newsletter_signup' })
Account creationdataLayer.push({ event: 'signup' })
PurchasedataLayer.push({ event: 'purchase' })
Form submissiondataLayer.push({ event: 'form_submit' })
Demo requestdataLayer.push({ event: 'demo_request' })

Viewing conversion data

The Conversions dashboard shows:

  • Conversions — Total conversion count
  • Unique visitors — Visitors who converted (deduplicated)
  • Conversion rate — Conversions / Total visitors
  • Trend — Daily conversion sparkline

Filter by time period to see trends over 7, 30, or 90 days.

Landing page attribution

In Dashboard → Landing Pages, you can see which entry pages drive the most conversions:

  • Conversions per landing page
  • Conversion rate by entry point
  • Identify high-performing content

This helps you understand which pages attract visitors who convert.

Managing conversions

Edit a conversion

Currently, conversions cannot be edited. Delete and recreate if you need changes.

Delete a conversion

  1. Go to Dashboard → Conversions
  2. Click the delete icon next to the conversion
  3. Confirm deletion

Warning: Deleting a conversion removes the goal definition. Historical conversion data in the events table is preserved.

Questions? Email hello@onceanalytics.com