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Conversions by source

Conversions by source

Your Top Referrers breakdown tells you where visitors come from. Now you can go one step further and ask which of those sources actually converts: pick a goal, and every source row gains a Conversions count and a Conversion rate. “Google organic converts at 4%, Twitter at 0.5%” is the kind of answer that tells you where to spend your next hour — and it lives right next to the traffic that produced it.

This is being rolled out gradually, so it may not be switched on for your account yet. It only appears when you are signed in — it never shows on a public or shared dashboard.

Before you start: you need a goal

Conversions are counted against one of your goals — a rule that says “this event counts as a win,” like a signup, a purchase, or a form submission. If your site has no goals yet, the goal selector shows a short “No goals yet” state with a link to where you define them. Set one up first, then come back to the Sources report.

Pick a goal on the Sources report

  1. Open your site’s Referrers breakdown and expand it to the full Sources report — the ranked list of the sites and search engines that sent you visitors, ordered by the Visits column, which counts the pageviews from each source.
  2. Use the goal selector at the top of the report to choose one of your goals.
  3. Two new columns appear on every source row: Conversions and Conversion rate (CR). The list still ranks by traffic; the two columns are extra detail beside each source.
  4. To go back to the plain traffic view, clear the goal selector. The report returns to exactly what it showed before — no columns, nothing changed.

Reading the Conversions column

Conversions is how many times your selected goal fired, credited to that source. If forty of your signups came from visitors who arrived via Google, Google’s row reads 40.

This column works on every privacy mode — it counts events, and every event already knows which source referred it. Whether your site is on Mode A, Mode B, or a mix, the Conversions numbers are real.

Reading the Conversion rate (CR) column

Conversion rate turns those counts into a percentage you can compare across sources. It is:

the share of a source’s visitors who converted — unique converting visitors ÷ unique visitors from that source.

Because it counts unique people rather than raw events, CR can never exceed 100%, and a visitor who converts twice still counts once. A source that sends a lot of traffic but converts almost none of it will show a low CR even if its raw Conversions look healthy — which is exactly the comparison you want.

Why some sources show ”—”

Conversion rate needs to tell one visitor from another, and that identity only exists in Mode B (see Privacy modes explained). So:

  • On a Mode B site, every source shows a real CR.
  • On a Mode A or Mode C site, CR reads ”—”. That dash means “unavailable — this needs Mode B visitors,” not “zero.” The Conversions count still shows, because counting events doesn’t need identity.

We show the dash rather than inventing a rate we can’t honestly measure.

On a mixed-mode site

If your site runs Mode B in some regions and Mode A in others, the conversion rate is measured from your Mode B traffic only — the part where we can tell visitors apart. A short note beside the columns says so, so you always know which slice of traffic the percentage describes. As with everything in Voris, that measurement is cookieless and never links a visitor across days or devices.

Good to know

  • Ranking still follows traffic. Sources stay ordered by the Visits column — which counts the pageviews each source referred — with Conversions and CR as extra columns. Sorting the report by conversion rate isn’t available yet, so a small source with a very high CR may sit below the fold for now — scan the CR column to spot it.
  • This is the Sources report first. The same Conversions and CR columns are planned for the Pages, Countries, and Devices breakdowns in a later update. For now they live on Sources only.
  • Signed-in only. The goal selector and the conversion columns never appear on a public or shared dashboard — only when you’re logged in.
  • Goals are defined elsewhere. You create and edit goals in your site’s Goals settings, not on this report; the selector just picks from the goals you already have.
Campaigns reportRevenue by source