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 organization, applied to every report.

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

What the modal looks like

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

The picker is grouped by ad account. 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 ad account the conversion belongs to.

Above the list, a search box filters by name or identifier.

Save, and the metric card 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 currency.
• Derived metrics — ROAS, CPA, AOV, CPL — are computed from these mapped numbers, so the mapping drives them too.

The mapping is per organization, not per report. Once you set it, every report in that organization 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 organization 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 organization 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 brand 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 carries its monetary value in the ad account's native currency. When you build a report and pick a report currency, Level converts at the daily exchange rate. You don't set a currency at mapping time — Level uses the ad account's currency automatically.

Permissions

Editing the mapping requires the Manage Metrics & Conversions permission on the active organization. Without it, the modal opens read-only — you can see the current map but can't save changes.