Conversion Tracking
Analyze how visitors complete goals and move through your funnel with comprehensive conversion metrics.
The Conversions tab is where you measure success. It tracks the actions you want visitors to take—such as form submissions, CTA clicks, or custom events—and provides deep insights into why and how visitors convert.
Key Conversion Metrics
At the top of the Conversions dashboard, you'll see four essential KPIs:
- Total Conversions : Number of goals completed in the selected period
- Total Conversion Value : Aggregated monetary value of all conversions (if conversion values are configured)
- Conversion Rate : Percentage of unique visitors who completed a goal
- Average Conversion Value : Mean value per conversion (Total Value ÷ Total Conversions)
Conversion Rate Formula
The primary optimization metric showing the efficiency of your landing page:
Conversion Rate =
(Total Conversions / Unique Visitors) × 100
Example: If you had 1,000 visitors and 50 conversions, your conversion rate is 5%.
Conversion Analysis
Firebuzz provides 10+ visualizations to help you understand conversion patterns, optimize campaigns, and identify opportunities.
Cumulative Conversion Value
A time series line chart showing how conversion value accumulates over your selected period (7 days, 15 days, 30 days, or all-time).
Use this to:
- Track revenue growth trends over time
- Identify days with high-value conversions
- Compare value accumulation between different date ranges
- Forecast future revenue based on trend slopes
If you haven't configured conversion values, this chart will show conversion count accumulation instead.
Traffic & Attribution
Understand where your conversions are coming from and which marketing channels deliver the best results.
UTM Parameter Analysis
Horizontal bar charts breaking down conversions by UTM parameters:
- UTM Source : Which platforms (Google, Facebook, Email, etc.) drive conversions
- UTM Medium : Which channels (CPC, Social, Email, Organic, etc.) perform best
- UTM Campaign : Which specific campaigns generate the most results
Use this to:
- Calculate ROI for each marketing channel
- Reallocate budget to high-performing sources
- Identify underperforming campaigns that need optimization
- Validate that UTM tags are properly configured
Compare Conversions by Source with Conversion Rate by Source to distinguish between volume (lots of traffic) and quality (high conversion rate). A source with fewer visits but higher conversion rate may be more valuable than high-volume, low-quality traffic.
Traffic Source Distribution
A donut chart showing the breakdown of conversions across traffic categories:
- Direct (users typing URL directly)
- Referral (from other websites)
- Social (social media platforms)
- Search (organic search engines)
- Paid (paid advertising campaigns)
Use this to:
- Understand your primary conversion drivers
- Identify over-reliance on single channels (diversification risk)
- Plan marketing mix adjustments
Geographic Conversion Analysis
A world map and horizontal bar charts showing which countries and cities generate the most conversions.
Use this to:
- Identify unexpected high-performing markets
- Allocate ad spend to geographies with highest conversion rates
- Plan localization or market expansion strategies
- Adjust pricing for regional purchasing power
Timing & Behavior
Optimize your campaign schedule and understand when your audience is most likely to convert.
Hourly Conversion Patterns
A bar chart showing conversion distribution across all 24 hours of the day.
Use this to:
- Launch limited-time offers during peak conversion hours
- Schedule remarketing campaigns for high-conversion time windows
- Optimize ad spend by increasing bids during "golden hours"
- Align customer support availability with conversion peaks
Daily Conversion Patterns
A bar chart showing which days of the week (Monday through Sunday) generate the most conversions.
Use this to:
- Schedule email campaigns on high-conversion days
- Plan product launches for maximum impact
- Identify weekend vs. weekday conversion differences
- Adjust advertising budgets based on day-of-week performance
Cross-reference Hourly and Daily patterns to find your optimal conversion window. For example, if Tuesday at 8 PM consistently shows high conversions, that's your prime time for launches and promotions.
User Type Conversions
A comparison chart showing conversion performance for:
- New Visitors : First-time visitors to your landing page
- Returning Visitors : Users who have visited before
What to look for:
- Higher new visitor conversions: Effective first impression, strong value prop
- Higher returning visitor conversions: Consider purchase (common for high-ticket items or B2B)
- Low returning visitor conversions: May indicate retargeting opportunity
Device Conversions
A donut or bar chart showing conversion split across:
- Desktop
- Mobile
- Tablet
Critical analysis: Compare device conversion rates with device traffic percentages (from Audience tab):
- Mobile has 60% traffic but 30% conversions: Mobile UX issue
- Desktop has 40% traffic but 70% conversions: Desktop users convert better (optimize mobile)
Value & Goals
Understand the monetary impact of your conversions and identify your highest-performing assets.
Conversion Value Distribution
A histogram showing how conversion values are distributed across different value ranges.
Use this to:
- Identify your most common conversion value tier
- Spot high-value outliers that may need special attention
- Understand value concentration (many small vs. few large conversions)
- Plan tiered pricing strategies based on actual value distribution
Example interpretation:
- Clustered around one value: Consistent product/service pricing
- Bimodal distribution: Two distinct customer segments (budget vs. premium)
- Long tail: Most conversions are low-value with occasional high-value outliers
Landing Page Performance
A table or bar chart ranking your landing pages by:
- Total conversions generated
- Conversion rate
- Average conversion value
Use this to:
- Identify your "hero" pages that drive most results
- Find underperforming pages that need optimization
- Replicate success patterns from top pages to lower performers
- Allocate traffic to high-converting pages
Best Performer and Needs Optimization tags may be shown to highlight performance.
Control Bar Features
The Conversions screen includes standard analytics controls:
- Period Selector Last 7 days: Choose Last 7 days, Last 15 days, Last 30 days, or all-time data
- Production: Switch between Preview (test data) and Production (live data)
- Refresh Button : Manually update conversion data (rate-limited to once every 10 seconds)
Examples: Conversion Optimization Insights
Channel ROI Analysis
Scenario: UTM analysis shows Google Ads has 200 conversions at $5 CPC ($1,000 spent), while Facebook has 150 conversions at $2 CPC ($300 spent).
Insight: Facebook has better ROI (150 conversions / $300 = $2 per conversion) vs. Google ($5 per conversion).
Action: Reallocate budget toward Facebook Ads or optimize Google Ads targeting to improve efficiency.
Time-Based Optimization
Scenario: Hourly Patterns show 60% of conversions happen between 7-10 PM, but you're running ads evenly throughout the day.
Action: Increase ad bids during 7-10 PM window and decrease during low-conversion hours (3-6 AM). Expected result: 20-30% improvement in conversion rate with same budget.
Geographic Expansion
Scenario: You're targeting US only, but Geographic Conversion shows 15% of conversions from Canada with a higher average conversion value.
Action: Create Canada-specific campaigns with localized messaging and currency. Potential to increase total revenue by 15-20%.
Device Performance Gap
Scenario: Device chart shows 65% of traffic is mobile, but only 25% of conversions come from mobile (mobile conversion rate: 2%, desktop: 8%).
Action: Conduct mobile UX audit, simplify forms, improve loading speed. Goal: Increase mobile conversion rate from 2% to 5%, which would add 100+ monthly conversions.
FAQ
Troubleshooting
If you encounter issues with conversion tracking:
- Conversions not being recorded: Verify conversion events are properly configured in Campaign Settings → Conversion Events
- Conversion rate seems too high/low: Check that you're viewing correct environment (Preview vs Production)
- Missing UTM data: Ensure your campaign URLs include proper UTM parameters
- Value not tracking: Confirm conversion values are configured in tracking setup
For more help, see Analytics Troubleshooting.