Conversion metrics
Tie website visits and form fills back to your audiences, with cost and lift metrics.
Conversion metrics connect the traffic your website pixel sees to the audiences you're running, so you can tell which audiences drive conversion events — visits and form fills.
The funnel
Each report is a two-stage funnel:
Website Visitors — people who viewed a page.
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
Two controls in the header set what the report shows: the funnel stage selector (switch between the Website Visitors and Leads stages) and the Conversion Domains button (top-right) for scoping which domains count:
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. See Conversion lift for how it's computed and read.
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.
Conversion analysis report
A conversion analysis report is a finished, published analysis — a snapshot of your conversions frozen at a point in time. It's different from the live metrics above, which you filter yourself.
A conversion analysis report moves through building → ready → published. You only see it once it's published; while it's still building it isn't shown.