Conversion Performance report

The Conversion Performance report is available on the following plans:

  • Professional
  • Enterprise

If you use ActiveCampaign's Attribution feature, you can track the value and sources of your conversions over time with the Conversion Performance Report. This dashboard makes it easy for you to identify which conversion triggers are returning the most revenue for your business.

With this report, you will be able to:

  • Quickly view conversions for the current selected period and compare it to the previous period
  • See top conversions by count and by value for the date period you select
  • Export the Conversion Details table to a CSV, TXT, Excel (2007 or later), JSON, HTML, or Markdown file

In this article, you'll learn how to access the Conversion report and understand the data contained it.

How to access the Conversion Performance report

To access the Conversion Performance report:

  1. Click "Reports" in the left menu.
  2. Click "Conversion Performance."

The report will load performance metrics for all forms from the last 7 days by default.

Filtering data in the Conversion Performance report

The filter bar at the top of the report will allow you to view data by:

  • All conversions or a specific conversion
    All conversions will list data for all conversions within the selected time period. A specific conversion will list data pertaining to that conversion for the selected time period.
  • Currency
    This will display currency types you set up for your conversions. It will not convert data from one currency to another.
  • Date period or custom date range
    You can choose to view data for today, yesterday, last 7 days, last 30 days, last 90 days, or set a custom date range.  

To use these filters, click the dropdown you wish to filter data by then click any one of the options contained in the dropdown.  

To set a custom date range, click the "Conversion Date" dropdown then click "Custom Range." Next, click either the start date field or the end date field and select a date on the pop-up calendar.  

The report page will load your conversion data according to the parameters you set.

Note that the Filter bar will display the dates for the previous period in addition to the filters. The dates displayed here are the trailing days selected on the "Conversion Date" filter.

Information included in the Conversion Performance report

Conversion Performance stats

The six stats listed at the top of the report display quick, top-level conversion data for the current date period and the previous period. These stats include:

  • Conversion (Current Period)
    Total number of conversions for the current period selected.
  • Conversion (Previous Period)
    Total number of conversions for the previous period. Date range of the previous period is displayed in the filter bar next to the "Conversion Date" dropdown.
  • % Change of Conversion
    Displays percent of change from the current period to the previous period.
  • Value (Current Period)
    Value of conversions for current period selected.
  • Value (Previous Period)
  • Value of conversions for the previous period. Date range of the previous period is displayed in the filter bar next to the "Conversion Date" dropdown.
  • % Change of Value
    Displays percent of change from the current period to the previous period.

Conversion Value Over Time Graph

This graph shows the value of the conversion at specific timeframes. This will show values for the current period only.

You can hover your mouse over a data point to see the value of a conversion at a specific timeframe.

Top Conversion by Count

This chart shows you which conversions happened the most during the current time period if "All Conversions" is selected in the filter. It will also show you how well those same conversions performed in the previous period.

If you are looking at a specific conversion, the chart will show you how often that conversion occurred in the current period and in the previous period.

Top Conversion by Value

This chart shows you the monetary value of your top-performing conversions for the current time period if "All Conversions" is selected in the filter.  It will also show you how well those same conversions performed in the previous period.

If you are looking at a specific conversion, the chart will show you the monetary value for that conversion for the current period and for the previous period.

Conversion Details table

The Conversion Details table breaks down conversion data on a more granular level. The data displayed will be within the time range you set. Here, you'll see every occurrence of your conversions, when those conversions happened, and individual contacts converted.

Details in the table include:

  • Conversion Name
    Name of the conversion you created in your ActiveCampaign account.
  • Conversion Date Range
    Date range set at the top of the report
  • Conversion Date
    Date the the conversion occurred
  • First Name
    First name of the contact who triggered the conversion.
  • Last Name
    Last name of the contact who triggered the conversion
  • Email
    Email address of the contact who triggered the conversion.
  • Type
  • What kind of conversion occurred. Can be URL, tracked event, or manual.
  • Number of Conversions
    Number of times the contact triggered the conversion.
  • Conversion Value
    Monetary value of the conversion.

Note that you can click on any column header to sort the information in alphabetical order, or reverse alphabetical order.

Exporting the Conversion Details table

You can download the Conversion Details table in order to share it with your team and stakeholders. To export the report, follow these steps:

1. Hover your mouse over the Conversion Details row. You'll see three vertical dots appear to the right.

2. Click the three vertical dots then click "Download Data."

3. In the modal popup, click the File Format dropdown and select the format you wish to download the data into. You can choose from CSV, TXT, Excel (2007 or later), JSON, HTML or Markdown file.

4. Click the "Download" button.

The table will download to the file you selected and will be saved on your computer.

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