Conversion mapping

Each ad platform names conversions differently. Google Ads might call your checkout event Purchase or Buy; Meta might call the same thing purchase, purchase_event, or complete_payment depending on how the pixel is configured. Conversion mapping lets you tell Level "all of these things are the same purchase" — once per client, applied to every report.

The map lives on the Configure conversions modal you open from each system-metric card on the Metrics page.

What the modal looks like

Click Configure on Purchases / Revenue / Lead. The modal opens with a single picker — every conversion definition Level has discovered across the active client's placements.

The picker is grouped by placement. Each group is collapsible; under each group you see the conversions reported by that ad account, with:

• A checkbox to include / exclude.
• The conversion name as it appears on the platform.
• A short identifier from the platform (so you can tell two similarly-named conversions apart).
• The placement the conversion belongs to.

Above the list:

• A search box filters by name or identifier.
• Already-selected conversions pin to the top so you can see what's currently mapped at a glance.

Click Save; the modal closes and the metric card now shows the new mapping.

How the mapping behaves in reports

When a report runs:

• For Purchases and Lead — Level counts the matching conversion events.
• For Revenue — Level sums the monetary value the platform reports on each conversion event, converted into the report's reporting currency.

The mapping is per client, not per report. Once you set it, every report on that client uses the same map. Change the mapping later and every existing report picks up the new map next time it loads.

Common patterns

Single platform, single conversion

Smallest case. The client has one Meta ad account with one purchase event named purchase.

• Map Meta · purchase to Purchases (and the same to Revenue if the event reports value).
• That's it.

Multiple platforms, equivalent conversions

The same client also runs Google Ads. Google reports a Purchase conversion that means the same thing.

• Map both Meta · purchase and Google Ads · Purchase to Purchases.
• Reports automatically combine them — one Purchases column reflects unified counts across both platforms.

Multiple events per platform that all count

Meta's pixel sometimes reports both purchase and purchase_event from different surfaces (web vs app). Both should count.

• Map Meta · purchase and Meta · purchase_event to Purchases.
• Be careful of double-counting: only include events you're sure are non-overlapping. If both fire on the same checkout, you'd double-count — exclude one.

Lead vs purchase distinction

A SaaS client runs both a free trial signup (lead) and a paid plan checkout (purchase). The platforms expose two conversion definitions.

• Map the trial-signup conversion to Lead.
• Map the paid-plan conversion to Purchases (and to Revenue if value is reported).

Two different system metrics, two non-overlapping maps.

Gotchas

Currency for Revenue

Each conversion has its monetary value in the placement's native currency. When you build a report and pick a reporting currency, Level converts at the daily exchange rate. You don't set a currency at mapping time — Level uses the placement's currency automatically.

Permissions

The Configure button is gated by role. If your role doesn't grant metric configuration on the active client, the modal opens read-only — you can see the current map but Save is disabled.