> For the complete documentation index, see [llms.txt](https://support.sayprimer.com/primer/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://support.sayprimer.com/primer/primer-support-review/conversions-and-reporting/conversion-reports.md).

# Conversion reports

Tie website visits and form fills back to your audiences, with cost and lift metrics.

A conversion report connects the traffic your [website pixel](/primer/primer-support-review/website-tracking/installing-the-pixel.md) sees to the audiences you're running, so you can tell which audiences drive visits and form fills.

## The funnel

Each report is a two-stage funnel:

1. **Website Visitors** — people who viewed a page.
2. **Leads** — people who filled out a form.

## Attribution window

You choose the attribution window: **30, 60, 90 or 180 days**. Primer attributes a conversion to the most recent touch within the window.

## Metrics

The dashboard shows **All Visits**, **Revealed** (identified visitors), **Form Fills**, and **In Audience** counts. For a single audience, Primer also computes:

* **Cost Per Visit** — ad spend divided by exposed pageview conversions.
* **Cost Per Lead** — ad spend divided by exposed lead conversions.
* **Lift** — conversions among people exposed to your ads vs. those not exposed.

The person-level table lists each visitor with columns like company, seniority, headcount, visits, session time, first/last seen, form fills, UTM source and an **intent score**. You can export the table to CSV.

> **Deals Created** and **Deals Won** appear as tiles but aren't populated yet — that data isn't wired in. Ignore them for now.


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