Glossary: Conversion Event

What is a conversion event?

A conversion event marks the outcome a funnel or attribution analysis is measuring. For a crypto app, specify the contract event, chain, wallet unit, and whether submission, confirmation, or finality qualifies.

Choosing an onchain conversion event

For a blockchain action, identify the chain, contract or event, qualifying wallet unit, and successful status. Decide whether the event qualifies when a transaction is submitted, included in a block, confirmed, or considered final. Failed, dropped, and reverted transactions should remain available as diagnostic events, even when they do not count as conversions.

Example

A DEX may define its primary conversion as a successful swap event emitted by the exchange contract. A wallet connection can be a useful earlier funnel step, but it is not the same outcome. Separating the steps shows whether users connect but fail to complete a swap.

Good event definitions

Use a stable event name and include relevant properties such as chain ID, transaction hash, token pair, amount, and status. Avoid changing the meaning of an event over time; version its schema or document the change so historical comparisons remain interpretable.

Common mistakes

• Using ambiguous events such as “success” without specifying the action.

• Counting attempts as completed outcomes.

• Mixing visitor, session, address, and person counts.

• Changing eligibility rules while comparing periods.

Related reading

Explore Conversion Rate, Funnel Analytics, Event Tracking, and Transaction. Also see Conversion Window.

FAQs

What is a conversion event?

It is the specifically defined action that marks success for an analysis, such as a confirmed swap, deposit, wallet connection, or completed onboarding milestone.

Can the same event be a touchpoint and a conversion?

Usually an analysis treats the conversion as the outcome and earlier events as touchpoints. State the rule clearly if the conversion can enter later journeys as a touchpoint.

How should onchain conversions be counted?

Specify the contract or event, chain, wallet identity unit, and whether submission, confirmation, or finality is required. Exclude failed or reverted actions when success requires execution.