Conversions
also called Conversion countTotal conversionsGoal completions
Definition
The total number of conversions recorded against your configured goals in the period.
How it's calculated
A sum of the conversions column over the rows in scope, but WHICH measure does the summing depends on the read. The conversions tool and the whole-domain site rollup use a plain `sum(...)` with NO null guard. The page-grain analytics read uses a `coalesce(sum(...), 0)` over the same underlying column. Same column, two measures, and only one of them turns a null into a zero.
Scope, grain and dimensions
- Grain
- One number per date range and medium, or one row per breakdown value.
- Dimensions
- country · device · page · keyword · source_medium · intent · category
- Required filters
- date_range
- Aggregation
- Sums across rows. This is the one conversion figure that may be added up, the per-goal counts beneath it may not.
- Metric type
- raw measure · conversions
Data sources
Where you'll see this
Named reports that normally include this metric.
AI referral traffic reportContent performance reportInternal linking reportMonthly executive search reportPaid and organic overlap reportPaid search performance reportSearch to revenue report
Skills and analyses that use it
Skills carry the judgment; the analysis verbs do the reading.
Analysis verbs
conversions_overviewweb_analytics_overviewfunnel_dropoffpop_significance
Method rungs and levers
A rung tells you what a movement here can and cannot explain, read the rungs below it first.
Ask Quattr
- "How many conversions did we get?" Simulate this →
- "How many sign-ups came from organic?" Simulate this →
How to read it
The count of outcomes your own analytics configuration recognises. The conversions tool defaults to ALL traffic sources with the search type pinned to web, mirroring the product's own all-conversions card, so an unqualified total is an all-source total, not an organic one. Name the medium whenever it matters.
Caveats, freshness and failure modes
The conversions rollup blends organic and paid, and the tool's default scope is All traffic sources with the search type pinned to web. A total quoted without naming the medium is an all-source total; organic is a narrowing you have to ask for.
The two measures over this column differ on null handling, one coalesces to zero, the other does not, so a period with no recorded conversions can return a zero on one route and no value on the other.
The conversion RATE is a separate measure and is never derived from this count.
Organic has no query-level conversion data anywhere, so attribution stops at the landing page.
Whole-domain only, the site rollup carries no segment id, and the tool says so rather than silently scoping.
These are analytics goal conversions, not the ad platform's attributed conversions.
- Freshness
- loads nightly, a same-day question gets yesterday's number, labelled as yesterday's.
Common failure modes
- Dividing this count by Search Console clicks to make a conversion rate, one system's numerator over another's denominator.
- Reporting an unqualified conversions total without naming the medium.
Not the same as
The confusions that cause the most wrong decisions.
Conversions Conversion rate Compare definitions →
The rate is its own measure in the semantic layer with its own denominator, and is never derived from this count. Deriving it, especially by dividing conversions by clicks from a different system, produces a number that is wrong in a way nobody can see.
Conversions Paid conversions Compare definitions →
This is your own configured goals in the analytics source; paid conversions are the ad platform's attribution. Different systems, overlapping events, never summed.
Conversions Transactions Compare definitions →
Conversions cover every configured goal; transactions are completed purchases only. In most configurations transactions are already inside the conversion count.
Conversions Conversions by goal Compare definitions →
The overall count is a separate measure over its own column, not the sum of the per-goal counts. Because goals overlap, the per-goal figures will typically add to more than the overall count.
Conversions Events (total and average) Compare definitions →
Events are every recorded interaction; conversions are the subset your configuration marks as a goal. Reading an event count as an outcome count overstates results substantially.
Watch this metric read in a real run
All runs →
2 min 5 secTraffic more than halved in six months. Nobody could say why.Search Console · Anomaly investigator◐Recreated from an anonymized session
1 min 55 secChatGPT cites us. Does any of it become revenue?AI visibility + Web analytics · Search to revenue◐Recreated from an anonymized session
2 min 18 secThe deck is due tomorrow. The numbers live in five places.Search Console + Rank tracking + AI visibility + Web analytics + Google Ads · Monthly exec review◐Recreated from an anonymized session
2 min 20 secWhere do we stand? Five questions answer it, in order.Search Console + Rank tracking + AI visibility · Monthly exec review◐Recreated from an anonymized session
Related metrics and workflows
Verification
A definition is the smallest part of this.
The measurement matters because something acts on it. Here is the rest of the showcase, in the order most people find useful.