System metrics
Purchases, Revenue, Lead — the three built-in metrics every organization has. They start empty until you map platform events onto them.
Every organization 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 — "Conversion event count"
A count of purchase events that happened during the report's date range, summed across all the report's ad accounts. 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 — "Total conversion value"
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 ad account reports value in its own native currency, and when a report combines ad accounts, Level converts everything to the report's currency at the daily exchange rate.
Lead — "Lead capture event count"
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 under the System Metrics heading. Each card shows:
- The title (Purchases / Revenue / Lead) and its subtitle — Conversion event count, Total conversion value, Lead capture event count.
- The conversion definitions currently mapped — each entry shows the platform and the conversion name.
- An empty state if no conversions are mapped yet.
- A Configure conversions button.
Click Configure conversions and the 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-organization conventions that matter.
What you get on top
Once Purchases, Revenue, and Lead are mapped, Level's derived metrics — ROAS, CPA, AOV, CPL — start working automatically in reports. You don't build them yourself; they're computed from the conversions you mapped. For anything beyond the built-ins (profit, margin-adjusted ROAS, blended costs), use a Formula custom metric.
Plans and permissions
- Configuring conversion mapping is a Pro feature. On the Free plan the mapping is read-only and marked with a Pro badge — you can see the cards but not change what's mapped. See Plans & limits.
- Changing the mapping also requires the Manage Metrics & Conversions permission. Without it, you can view the current map but can't edit it.
- Purchases, Revenue, and Lead are part of the revenue metric family, which is Pro and above — on Free these metrics don't appear in reports.