System metrics
Purchases, Revenue, Lead — the three built-in metrics every client has. They start empty until you map platform events onto them.
Every client in Level has the same three system metrics, built into the platform: Purchases, Revenue, and Lead. You can't rename them, delete them, or add a fourth — they're fixed.
What you do set up is which platform-side events feed each one. That's conversion mapping; this page covers what the metrics actually represent and how to think about them.
What each metric counts
Purchases
A count of purchase events that happened in your ad accounts during the report's date range, summed across all the report's placements. Use this when you care about "how many transactions" — checkout completions, app purchases, in-store conversion uploads.
Each platform names purchases differently:
- Google Ads: typically
Purchase,purchase, custom-named conversions tied to checkout. - Meta:
purchase, sometimes custom-named likepurchase_eventorcomplete_payment.
Mapping resolves these into the single Purchases number in your reports.
Revenue
The monetary value of those purchase events — the total amount the platform reports on each conversion. Use this when you care about "how much money came in", not just transaction count.
Revenue is currency-aware: each placement's value is reported in its own native currency, and when a report combines placements, Level converts everything to the report's reporting currency at the daily exchange rate.
Lead
A count of lead-generation events — form submissions, demo requests, app installs, anything that's a lead, not a purchase. Like Purchases, the platforms use different names; you map them in.
What you see on the page
The three metric cards live at the top of the Metrics page. For each card:
- Title (Purchases / Revenue / Lead) and a short description of what it measures.
- A list of conversion definitions currently mapped — e.g. Google Ads · Purchase, Meta · purchase, Meta · complete_payment. Each entry shows the platform and the conversion name.
- An empty state if no conversions are mapped yet — "No conversions mapped. Click Configure to add some."
- A Configure button.
Click Configure and the conversion-mapping modal opens. See Conversion mapping for the full picker UI and the gotchas.
Why three and not more
Level's design goal: keep the cross-platform identity of common e-commerce / lead-gen metrics small and explicit. Three is enough to cover the vast majority of agency reporting:
- Did people buy? → Purchases.
- How much did they spend? → Revenue.
- Did the funnel deliver leads? → Lead.
Anything else — newsletter signups, content downloads, custom funnel steps — is better modelled as a custom metric of type Conversion sum. That keeps Purchases / Revenue / Lead clean for the cross-client conventions that matter.
What you can build on top
Once Purchases and Revenue are mapped, the typical next move is creating derived custom metrics that depend on them — cpa = cost / purchases, roas = revenue / cost, aov = revenue / purchases. See Custom metrics — Formula for the editor.
Permissions
Configuring system metrics is gated by role. If your role doesn't grant metric configuration on the active client, the Configure buttons are disabled — you can see the current map but can't change it.