What's counted as a "Conversion"? – Fyr

Conversions in Fyr

Fyr tracks conversions from two different sources, and it's important to understand the difference because the numbers won't always match.

Ad Performance conversions

Conversions in the Ad Performance view come directly from each ad platform (Meta Ads, Google Ads, LinkedIn Ads, etc.). Each platform counts conversions using its own rules — typically attributing them to the time of the ad click, not the time the conversion actually happened.

For example: if someone clicks a Google ad on Monday but makes a purchase on Friday, Google Ads reports the conversion under Monday.

In Fyr, we use the time of the ad interaction whenever possible, matching how the ad platforms themselves report.

Conversion Groups

In Ad Performance, conversions are organized into Conversion Groups (e.g. Purchase, Lead, Sign-up). You can:

Expand table rows to see conversions broken down by group and individual type
Filter to show only specific conversion groups using the filter bar
Create, rename, and reorganize groups under Settings → Edit Conversions
Hide irrelevant conversion groups by clicking the eye icon
Move individual conversions between groups

Website Analytics conversions

Conversions in Website Analytics come from Google Analytics 4 (GA4). These are based on events configured as conversions in your GA4 property — like "purchase", "sign_up", or "generate_lead".

You can filter to specific conversion events using the Conversions dropdown in the filter bar.

"Event Count" vs "Conversions"

In Website Analytics, you may see slightly different numbers for these two metrics:

Event Count — Every time the event fires (e.g. 3 purchases in one session = 3)
Conversions — May deduplicate per session, depending on how your GA4 property is configured (counting method: "once per event" vs "once per session")

This counting method is set in your GA4 property settings, not in Fyr.

Why do numbers differ between views?

It's normal for Ad Performance and Website Analytics to show different conversion numbers for the same period. This happens because:

Different data sources — Ad Performance pulls from ad platforms, Website Analytics pulls from GA4
Different attribution — Ad platforms attribute conversions to the ad click date; GA4 attributes to the event date
Different counting rules — Each platform has its own deduplication and attribution windows

For more on data discrepancies, see our article on Data Discrepancies Between Fyr and Connected Third-Party Channels.