> For the complete documentation index, see [llms.txt](https://docs.mediarithmics.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.mediarithmics.io/measurement-and-attribution/measure-and-optimize/analyze-conversions.md).

# Analyze conversions

Read the conversion volumes and revenue your goals and transactions produced, and pick the right surface for the question.

## Your goal

Read how many conversions your users completed, and how much revenue they represent, without building a report from scratch every time.

## Expected outcome

The right built-in surface for your question: a dashboard for a quick read, a campaign goal for attribution, a funnel for a sequence, or a custom report for anything else.

## Where a conversion shows up

Every conversion is a `$conversion` event on the user timeline. It is either registered by the integrator, or created automatically by the platform when a goal is met. Goals are documented in the **Setup & Monitor** section, under *Collect & manage your data > Collect data in real time > Conversions*.

For e-commerce, `$transaction_confirmed` is what feeds conversion amounts, both in the built-in dashboards and in funnel analytics. Which events feed which analytics is tabulated in **Standard events**, in the same section under *Design your data model & schema*.

{% hint style="warning" %}
Only **predefined** events reach the analytics store. A custom `order` event produces no conversions and no amounts anywhere on this page. Use `$transaction_confirmed`.
{% endhint %}

## Pick your surface

<table data-search="false"><thead><tr><th width="300">Question</th><th></th></tr></thead><tbody><tr><td>How is my e-commerce activity trending, at a glance?</td><td>The built-in <strong>E-Commerce Engagement</strong> home dashboard or segment dashboard.</td></tr><tr><td>How many conversions does this specific campaign get credit for?</td><td><a href="/measurement-and-attribution/measure-and-optimize/track-your-campaign/goals-and-attribution.md">Goals and attribution</a>.</td></tr><tr><td>Where do users drop off between exposure and conversion?</td><td><a href="/measurement-and-attribution/measure-and-optimize/build-funnels.md">Build funnels</a>.</td></tr><tr><td>I need a custom, reusable report: rate, revenue, average basket, by any dimension.</td><td>Build it on the <strong>Data cube (Activities Analytics)</strong> API, behind a <strong>custom dashboard</strong> if you want it reusable. Both are in the <strong>Setup and Monitor</strong> section, under <em>Operate and monitor</em>.</td></tr></tbody></table>

{% hint style="info" %}
The data cube exposes conversions as metrics and dimensions you combine freely. Among the metrics: `conversion_rate`, `revenue`, `avg_transaction_amount`, `number_of_confirmed_transactions`. Among the dimensions: `has_conversion`, `goal_id`, `transaction_amount`.

A worked question and its shape: *how many transactions per day on one channel* is the metric `number_of_transactions`, the dimension `date_yyyymmdd`, and a filter on `channel_id`.
{% endhint %}

## Verify

* Conversions and amounts are non-zero once collection has run for the expected events.
* The figures match the surface you intended: a dashboard reads all conversions, while a campaign goal reads only the conversions attributed to that campaign.

## Troubleshooting

<table data-search="false"><thead><tr><th width="300">Symptom</th><th></th></tr></thead><tbody><tr><td>No conversions or amounts, or the numbers look too low</td><td>Custom events are not read by any of these surfaces. Only predefined events are. See <strong>Activities analytics</strong> in the <strong>Setup and Monitor</strong> section for why, and for transforming custom events without changing your tracking.</td></tr><tr><td>A metric returns zero where you expect volume</td><td>Same root cause. Check that the event name is predefined before assuming the feature is broken.</td></tr><tr><td>The figures stop after four months</td><td>Expected. The activities analytics store is retained for 4 months. Extract the history if you need it longer.</td></tr></tbody></table>

## Related pages

<table data-view="cards" data-search="false"><thead><tr><th></th><th></th><th data-hidden data-card-target data-type="content-ref"></th></tr></thead><tbody><tr><td><strong>Measure attribution</strong></td><td>Deciding which method credits a conversion to a campaign.</td><td><a href="/measurement-and-attribution/measure-and-optimize/track-your-campaign/measure-attribution.md">Measure attribution</a></td></tr><tr><td><strong>Build funnels</strong></td><td>The same underlying activities, read as a sequence.</td><td><a href="/measurement-and-attribution/measure-and-optimize/build-funnels.md">Build funnels</a></td></tr></tbody></table>


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