Conversion definitions by marketing platform — how we report conversions within Source Medium
Background
For almost every marketing platforms, there are many different ways to configure conversion tracking, and many different standard actions that can be tracked as conversions. There are also many opportunities to create custom conversions, tracking more obscure or business-specific actions. While we still encourage you to track conversions on all levels that you find actionable, Source Medium has a more opinionated view on what should be considered a conversion within the reporting context of paid marketing.
Within the Marketing Overview dashboard, the only action Source Medium considers a conversion is when a platform reports a purchase of goods from your business. The reason you’re paying money is to actually acquire a customer (e.g. generating new orders), and not just to generate add-to-carts, it’s important to only include the conversions that are meant to report purchases on your site. This action can be called many different things depending on the platform (e.g. purchase vs. sale vs. payment etc.), and can be configured in many different ways — e.g. Bing reports “Goals” which can then be configured to track different actions as conversions etc.
Platform Definitions
Below are our platform-specific definitions for what is counted as a Conversion within Source Medium’s Marketing Overview dashboard
Conversions
WHEREConversion Category
CONTAINS "purchase" OR "sale" OR OR "subscription" OR "subscribe"
Conversions
WHEREConversion Category
= "omni_purchase”- Using 7d click attribution window
Conversions
WHEREGoal
CONTAINS "purchase" OR "sale" OR "subscription" OR "convert" OR "conversion" OR "ShopifyCheckoutComplete"
- Using
Total Complete Payments
from TikTok asConversions
in Source Medium
- Using
Purchases Total
from Snapchat asConversions
in Source Medium - # of attributed "PURCHASE" conversion events
- Using
attributed_conversions14d
from Amazon Ads asConversions
in Source Medium
- Using
Conversions (Checkout)
from Pinterest asConversions
in Source Medium - The sum of Click-through conversions (Checkout), Engagement conversions (Checkout) and View-through conversions (Checkout)
- Using
Actions
forPerformance by Partner
from Impact asConversions
in Source Medium
- Using
Sales
from ShareASale asConversions
in Source Medium
- Using
Placed Order
from Klaviyo asConversions
in Source Medium
Additional information and related articles
- Links
Questions? Reach out on Slack or support@sourcemedium.com