Conversions

A conversion is the thing you want a visitor to do: submit the contact form, click the phone number, hit the booking link. Iterant records the raw visitor signals either way. A conversion definition tells Iterant which of those signals count as a win.

Definitions live under Settings → Conversions.

Prerequisites

• Tracking installed on your site, so signals reach Iterant. See Tracking setup.
• For form conversions, at least one form on a published page. Iterant registers form keys when you save a page with a form.

What a conversion can be

A definition is narrow: an event, optionally constrained by one or two dimensions. There is no query builder and no arbitrary property matching. The fixed set below is everything a conversion can key on.

Leaving a dimension blank makes it a wildcard, so "Form submitted" with no form key counts every form on the site.

Creating a conversion

In Settings → Conversions for the brand, click New conversion. Give it a Name that reads like an outcome ("Demo booked", "Called us"), since that label follows the conversion everywhere else.

Choose the event from the When a visitor… dropdown, then fill in whichever dimensions appear for it. The form shows only the dimensions the chosen event supports.

Click Create conversion. It starts counting straight away, and Iterant backfills it over the history it already holds, so a conversion you define today shows numbers from before you defined it, as far back as your durable data goes.

Editing a definition

Click Edit on a definition and the submit button reads Save new version. Editing does not rewrite a definition in place.

• Iterant creates a new version and makes it the live rule.
• The previous version is archived, and its counts are kept.
• Iterant re-evaluates your history under the new rule, so the totals you see for past dates change to match it.

Change "any form" to "the demo form" and last month's totals drop to demo-form submissions only. Iterant keeps the old version's numbers, but stops showing them. The event type locks once a definition exists: the When a visitor… dropdown is disabled while editing, so a different outcome needs a new definition rather than a version bump.

To retire a definition, click Archive. Iterant stops counting it, and its history stays intact.

Proposals from Terra

Terra can propose a conversion when it notices something on your site that looks like an outcome: a booking link, a phone number, a form it built. Proposals land under Awaiting your approval with a Proposed by agent badge.

Click Approve to make it the live rule, which Iterant then backfills over your history like any new definition. Reject archives it.

How counts are produced

Counts come from two paths, and Iterant tells you which one a number came from:

• Form conversions come from your leads, the same durable, de-duplicated records you see on the Visitors page. These counts are exact.
• Link and custom-event conversions come from the visitor signal stream, which Iterant samples at high volume. These counts are estimates.

Iterant materializes counts daily, one row per definition per day. Only active, current definitions are summed, so a proposal awaiting approval and an archived version both contribute nothing.

Conversion counts feed Terra's read of how the site is performing, so the definitions you approve shape its answer when you ask what's working. Without any, Terra sees traffic and behaviour but has no notion of what a win looks like.

Troubleshooting

Next

Visitors and leads: the surface where form submissions and visitor activity show up.