A conversion is a moment that matters to you: a signup, a purchase, a thank-you page. You name each one in Settings → Conversions, and Explore, Feed and Ask count it. Pick a rule, nothing else to set up.
Three kinds of rule
| Kind | It counts a visit when it | You enter |
|---|---|---|
| Event | Does an event your site or the API sends. | The event name, such as signup. Several names, separated by commas, count as one conversion. |
| Page | Visits a page whose address contains your text. | A path fragment, such as /thank-you. |
| Sequence | Follows steps in order. | Two or more steps, each a page or an event. Example: /cart, then checkout_completed. |
Event and page rules need nothing beyond the pixel. For how your site sends an event, see conversions and revenue in the tracking reference.
Create one
- Open Settings → Conversions and choose New conversion.
- Pick the kind, then give it a name you will recognise, like "Newsletter signup".
- Fill in the rule and save.
You can edit a conversion later, but not change its kind. Deleting one stops Explore counting it; past data is not touched. Owners and admins can create and edit.
How the numbers are counted
- Once per visit. Each conversion counts the visits that did it, not how many times they did it. That is why a conversion can never exceed the visits.
- The headline is a union. The Conversions number in Explore, Feed and Ask counts a visit once even if it matched two of your rules. So the per-conversion numbers can add up to more than the headline.
- Sequences count separately. A sequence shows in the "By conversion" card but is not part of the headline.
- Built-in conversions are included. Conversions the tracker records itself, like form submits and external link clicks, are part of the headline.
- "Conversion events" is a different column. It counts every event, so one visit can add several.
If your site had event names or page patterns set by hand before, they appear as a single conversion called "Conversion" for each kind.
Limits
| Free | Pro | |
|---|---|---|
| Conversions per site | 3 | No limit |
| Steps in a sequence | 3 | No limit |
At the limit, Settings offers Upgrade to Pro. See pricing.
For AI agents
Definitions are written in the app, not over MCP. Your agent reads the result in get_conversions, in the by_conversion list: one entry per definition with its name, kind, conversions and rate. See connect your agent.