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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.

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Capturing a conversion

orwel.identify({ email: 'user@acme.com', 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.

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track vs conversion

trackconversion
PurposeAny behavioral signalHigh-value outcome / lead
Stored aseventsconversions + leads
Enrichment—Lead score, lifecycle, integrations

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Attribution

Conversions are tied to the same visitor_id as the visitor’s earlier events, across sessions. That’s what lets experiments and journeys measure who converted after being exposed or entering a funnel — even days later.
Conversions are idempotent within a short time window, so a double-fired submit won’t create two leads.

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Next steps

Leads API

Read and manage the leads your conversions create.

Experiments

Use any conversion as an experiment goal — retroactively.