Conversion Builder

Conversion Builder allows you to identify high-value events (in addition to transaction events captured by AMP) that should be treated as conversions on your attribution dashboards. Examples of such high value events could be any time someone schedules a demo, downloads a whitepaper, or visits a particular page on your website. Once the custom conversion types are created, reporting is available for all conversions combined (transactions + custom conversions), as well as filters to view each type individually.

There are two types of conversions that can be created:

  1. Event
    • This would track a conversion any time a user takes a specific action on a website, such as clicking a button, watching a video, or completing a form
  2. Page View
    • This would track a conversion any time a user lands on a specific webpage.


To create a new Event conversion type:

  • Navigate to Settings > Conversion Builder
  • Click Create Conversion
  • Assign your Conversion a unique name
  • Choose Event as the Conversion Type
  • Enter one or more criteria for which all events meeting all of the specified criteria will be counted as a conversion:
    • Category: describes a group of similar events. Examples you might consider include Video, Social, Form, etc.
    • Action: describes the action a consumer takes to cause the event. Examples include Play, Pause, Click, Download, Add-to-Cart, etc.
    • Label: identifies the object or item that received the action. Examples include the name of the video, a SKU number or product name, the name of the a whitepaper that was downloaded, name of the form a user submits, etc.
    • Property: describes the object or action. Examples include the type of video being played, the category of product, product quantity, item color, etc.
    • Value: used to quantify, value, or numerically describe the user action. Examples may include the price of an item, quantity of items added to a cart, start or end time of a video that was played, etc.
    • URL: The web address that the event took place on
  • Determine whether the event's value should serve as the Conversion Value
    • Use Event Value: This means that whatever value that is included on the given event will be treated as revenue for this event. Only choose this option if your event values are denoting the dollar amount that should be tracked every time this event occurs.
    • Override Event Value: This allows you to assign a pre-defined Value to any event matching the specified event criteria. Use this to add the same amount of revenue for every matching event. For example, if you want to log $10 of revenue every time someone downloads a whitepaper and your website events do not include a Value of '10' each time a whitepaper is downloaded, you would selected Override Event Value and type in 10 in the input field.
  • Click Save.
  • Your conversion values will start to appear in your Attribution Dashboard within 24 hours.


To create a new Page View conversion type:

  • Navigate to Settings > Conversion Builder
  • Click Create Conversion
  • Assign your Conversion a unique name
  • Choose Page View as the Conversion Type
  • Specify the URL that the event will take place on.
  • Specify the Value: This is the amount of revenue that will be logged whenver someone visits the specified URL.
  • Click Save.
  • Your conversion values will start to appear in your Attribution Dashboard within 24 hours.


To delete a conversion:

  • Navigate to Settings > Conversion Builder
  • Hover over the conversion type you would like to delete
  • Click the More Options icon
  • Select Delete Conversion
  • Click Yes