Conversions

Capture high-value outcomes as their own records, attributed to the visitor across sessions.

A conversion is a high-value outcome — a signup, a demo request, a purchase. Unlike a plain event, a conversion is its own record, attributed to the visitor and enriched into a lead.

Capturing a conversion

orwel.identify({ email: '[e-mail]', name: 'Ada' });

orwel.conversion('demo_request', {
  source: 'landing',
  campaign: 'spring',
});

Call identify() before (or alongside) the conversion so the lead carries the visitor’s traits. The session captures the raw URL (including any query string with utm_* params) under session.location.search — UTM normalization, if any, happens on the server side.

track vs conversion

	track	conversion
Purpose	Any behavioral signal	High-value outcome / lead
Stored as	events	conversions + leads
Enrichment	—	Lead score, lifecycle, integrations

Attribution

Conversions are tied to the same visitor_id as the visitor’s earlier events, across sessions. That’s what lets journeys measure who converted after entering a funnel — even days later.

Conversions are idempotent within a short time window, so a double-fired submit won’t create two leads.

Next steps

Leads API

Read and manage the leads your conversions create.