{
  "slug": "conversions-count",
  "name": "Conversions",
  "aliases": [
    "Conversion count",
    "Total conversions",
    "Goal completions"
  ],
  "definition": "The total number of conversions recorded against your configured goals in the period.",
  "category": "Web analytics and conversions",
  "type": "raw measure",
  "unit": "conversions",
  "direction": "higher-better",
  "verification": "verified",
  "calculation": "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.",
  "aggregation": "Sums across rows. This is the one conversion figure that may be added up, the per-goal counts beneath it may not.",
  "grain": "One number per date range and medium, or one row per breakdown value.",
  "dimensions": [
    "country",
    "device",
    "page",
    "keyword",
    "source_medium",
    "intent",
    "category"
  ],
  "requiredFilters": [
    "date_range"
  ],
  "sources": [
    "web-analytics"
  ],
  "reports": [
    "ai-referral-traffic-report",
    "content-performance-report",
    "internal-linking-report",
    "monthly-executive-search-report",
    "paid-organic-overlap-report",
    "paid-search-performance-report",
    "search-to-revenue-report"
  ],
  "skills": [
    "search-to-revenue",
    "monthly-exec-review",
    "anomaly-investigator"
  ],
  "verbs": [
    "conversions_overview",
    "web_analytics_overview",
    "funnel_dropoff",
    "pop_significance"
  ],
  "rungs": [
    "R5"
  ],
  "levers": [],
  "questions": [
    "How many conversions did we get?",
    "How many sign-ups came from organic?"
  ],
  "interpretation": "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": [
    "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.",
  "failureModes": [
    "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."
  ],
  "notSameAs": [
    {
      "slug": "conversion-rate",
      "why": "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."
    },
    {
      "slug": "paid-conversions",
      "why": "This is your own configured goals in the analytics source; paid conversions are the ad platform's attribution. Different systems, overlapping events, never summed."
    },
    {
      "slug": "transactions",
      "why": "Conversions cover every configured goal; transactions are completed purchases only. In most configurations transactions are already inside the conversion count.",
      "mirroredFrom": "transactions"
    },
    {
      "slug": "per-goal-conversions",
      "why": "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.",
      "mirroredFrom": "per-goal-conversions"
    },
    {
      "slug": "web-analytics-events",
      "why": "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.",
      "mirroredFrom": "web-analytics-events"
    }
  ],
  "related": [
    "conversion-rate",
    "per-goal-conversions",
    "transactions",
    "paid-conversions"
  ],
  "workflows": [],
  "lastVerified": "2026-08-04"
}