Conversion report
Reports → Conversions answers the question every advertiser asks: which of my sources bring people who actually book and buy? It follows each lead from the moment it arrived to the appointment it booked and the deal it closed, and splits the result by source, campaign, ad, channel and form.
Open it from the sidebar: Conversions, right under Leads.
The report needs the View conversion reports permission
(conversion_reports.view) and is part of the Pro plan and above. It is
open to every workspace during the trial. Administrators hold the permission by
default; agents and supervisors do not, because the report shows every source's
revenue. An administrator can grant it to a role or a member in Settings → Roles.
What counts as a lead
A lead is the first of these for a person inside the period you chose:
| Lead type | What it is |
|---|---|
| Form | A submission of one of your forms, on ConnectWiz or on your website. Spam is never counted, and neither is a form you handed to someone you already know (a personal form link or the front-desk kiosk) — that is paperwork, not new demand. |
| Ad lead form | A lead form filled in on Meta (Facebook, Instagram), Google, TikTok or LinkedIn. |
| Conversation | A WhatsApp or Messenger conversation that an ad click opened or reopened: a Click-to-WhatsApp/Messenger ad, or your website's WhatsApp link carrying its short reference code. |
A person counts once per period, however many forms they sent. A form sent without contact details (when the form does not create a contact) counts on its own.
Use Type in the filters to narrow it down — for example only forms, to see your website alone. The first lead of the kind you chose is what counts.
The Leads page uses the same definition but lists every lead record (a person's second form is a second row); tick One per person there to count the way this report does.
The funnel
| Step | Means |
|---|---|
| Leads | As above. |
| Booked | The person has an appointment that was made at or after the lead. A cancelled appointment still counts here: they did book. |
| Attended | …an appointment that was not cancelled, not marked no-show and not moved, and whose time has already passed. |
| Won | …a deal won at or after the lead. Lost is shown under it: no won deal, and a deal lost after the lead. |
Under each step you see its share of the leads. Below them:
- Revenue — every won deal of these leads, per currency. Amounts in different currencies are never added together or converted.
- Median time to an appointment and to a sale — from the lead.
Why recent days look weaker
The period picks the leads; what they did next counts whenever it happened, up to today. Leads from last week have had less time to book than leads from last month, so the most recent days are still catching up. Compare whole months that are a few weeks behind you.
Time zone
Days are read in your workspace's time zone (Settings → Company). "1 October" in Istanbul starts at 21:00 UTC on 30 September.
Filters
The filter bar is the same one the Leads page uses, and everything you pick is kept in the page's address, so a filtered report can be bookmarked or sent to a colleague:
| Filter | Narrows to leads… |
|---|---|
| Period | of the last 7, 30 or 90 days, this or last month, or your own days |
| Type | that were a form, an ad lead form or a conversation |
| Source, Medium, Campaign, Ad | credited to that source, medium, campaign or ad |
| Channel, Form | that arrived on that channel or through that form |
| Ad click id | whose touch carried an ad click id (any, none, or a named one such as gclid) |
| Search | whose person's name, e-mail or phone, or whose campaign or ad name, contains the text |
The options list only values the period's leads actually carry, with how many leads carry each. Each active filter shows as a chip you can remove on its own; Clear filters keeps the period.
Last touch and first touch
Every lead, appointment and deal is credited to a touch — the moment ConnectWiz learned where a person came from: a website visit with its campaign tags, an ad click, a Click-to-WhatsApp ad, an ad lead form.
- Last touch (default): the lead is credited to the touch that came with it; an appointment or deal to the touch it recorded when it was created. Someone who first came from Google and booked after clicking a Meta ad is a Google lead and a Meta appointment — so a row's appointments or sales can be more than its leads.
- First touch: everything is credited to where the person first came from.
Look at both before deciding which channel works: last touch shows what closes, first touch what opens.
Breakdown
Break down by chooses what each row is:
| Breakdown | Rows |
|---|---|
| Source | google, meta, newsletter, a referring site… (from the link's campaign tags, else the ad network, else the site that sent the visitor) |
| Medium | cpc, paid, referral, email… |
| Campaign | The campaign name from the link, or the ad campaign |
| Ad | Campaign › ad set › ad, for ads that told us |
| Channel | form, whatsapp, instagram, messenger, google_ads… — where the lead arrived |
| Form | Which of your forms |
| How the source became known | Website visit, website form, website WhatsApp link, chat widget, Click-to-WhatsApp ad, lead form |
| Ad click id | gclid, gbraid, wbraid, fbclid, ctwa_clid… — which ad click proved it |
| Lead type | Form, ad lead form, conversation |
Direct / unknown holds the leads with no known source. Export CSV downloads the table, with one revenue column per currency.
The arrow at the end of a row opens those leads on the Leads page, with the report's filters and the row's own value — counted one per person, so the list has the row's number of leads. The Direct / unknown row opens the leads with no known value for that breakdown (for Source: No known source).
Leads
The leads behind the numbers, newest first: when, what kind, who, where they came from and how far they got (New, Contacted, Booked, Won, Lost), with the won value. Select the lead to open its record — the form submission, the conversation in the inbox, or the ad lead's card — and the name to open the person. Only the name is shown — no phone numbers or e-mail addresses. Open in Leads shows the same list, filtered the same way, on the Leads page.
Delivery to ad platforms
What ConnectWiz sent to Meta's Conversions API and Google Ads in the
period: how many events landed, and for those that did not, why —
no_match_key (nothing to match the person by), refused_consent (no consent
for ad measurement), not_configured and so on. The match keys show which
identifiers the landed events carried (em, ph, fbc, gclid…), never
their values.
An event Meta accepted but stored fewer of than we sent is counted as not landed: that is a partial loss, not a success.
What is sent when, and the consent rules behind refused_consent, are in
Send conversions to Meta and Google Ads.
When the report is empty
Leads appear as soon as one of these is connected:
- your website's forms and WhatsApp links — Settings → Integrations → Website, see Connect your website;
- Meta lead ads and Click-to-WhatsApp ads — Leads in the sidebar and Channels;
- Google Ads lead forms — Leads in the sidebar.
Delivery stays empty until Meta's Conversions API (Marketing → Conversions) or Google Ads (Settings → Integrations → Google Ads, see Connect Google Ads) is connected.
Ask your own AI agent
Everything on this page is also available to your own AI agent (Claude Code, Claude.ai, Cursor…) through the ConnectWiz MCP server — see Analyse conversions with Claude.