Refer App
Documentation
Conversions
Connect sessions to revenue — automatically by rule, or manually for individual outcomes.
ProThe Conversions tab lets you attach a monetary value to any session — the visit that led to a sale, a signed contract, a qualified lead, or any other outcome that matters to your business. Once recorded, conversions flow through to Trends, Insights, and the Branded Report, giving you channel-level revenue attribution.
There are two ways to record a conversion. They serve different purposes and work best together.
Approach 1: Conversion rules (automatic)
A conversion rule watches for visitors reaching a specific page — a thank-you page, an order confirmation, a booking success screen — and records a conversion automatically against their session the moment they arrive. You set the rule once, and it fires for every matching session from that point forward, with no manual action needed.
When to use rules: any conversion that reliably produces a specific URL. Most e-commerce checkouts, booking flows, form submissions, and subscription sign-ups land on a predictable confirmation page. A rule covers all of those without anyone needing to log into the console.
Rule examples
| Scenario | Match type | Path value | Amount |
|---|---|---|---|
| E-commerce order confirmed | Contains | /order-received |
$0 estimated (order value varies) |
| Contact form thank-you page | Equals | /thank-you |
$250.00 estimated (average lead value) |
| Any booking confirmation | Starts with | /booking/confirmed |
$99.00 real (fixed booking fee) |
| Newsletter signup confirmed | Contains | subscribe/success |
$45.00 estimated (average subscriber LTV) |
| Software trial activated | Equals | /trial/activated |
$0 estimated (trial, no immediate value) |
Match types
| Match type | Fires when the page path... | Example |
|---|---|---|
| Contains | Has the value anywhere in the path | /thank-you matches /checkout/thank-you and /form/thank-you/ |
| Starts with | Begins with the value exactly | /order matches /order-complete but not /reorder |
| Equals | Matches the full path exactly | /thank-you matches only /thank-you, nothing else |
Matching is case-sensitive. Use the path only — no domain, no query string. A rule firing once per session is enforced automatically: if a visitor refreshes the confirmation page or navigates back to it, no duplicate conversion is recorded.
Creating a rule
- Go to Conversions
- Click + Add a conversion rule
- Give the rule a name (shown in the rules list — for your reference)
- Choose a match type and enter the path value
- Set an amount and currency, or leave at $0 if the value varies
- Choose Real or Estimated
- Click Save rule
The rule is active immediately. Any session that reaches the matched path from this point forward will have a conversion recorded against it automatically.
Approach 2: Manual recording
Manual recording lets you attach a specific conversion value to any individual session already in the database. Use this when the outcome isn't captured by a URL — a phone call that led to a project, an email enquiry that became a contract, or an in-person meeting that started online.
When to use manual recording: high-value or complex outcomes where you know the real amount and want to record it precisely. A rule can flag that a session reached your contact page; manual recording is how you come back later and say "that visit turned into a $12,000 contract."
Manual recording examples
| Scenario | Approach |
|---|---|
| A visitor from Organic Search filled out your contact form, and three weeks later signed a contract for $8,500 | Find the session in Reports, record a Real conversion of $8,500 |
| An AI Referrer session booked a discovery call — typical deal size is $3,000 but nothing is signed yet | Record an Estimated conversion of $3,000 against that session |
| A rule recorded a $0 conversion when a visitor reached the order page — the actual order was $247 | Record a Real conversion of $247 manually; the $0 rule record can be deleted |
- Go to Conversions
- In the Record a conversion panel, select the session from the dropdown — recent sessions are listed by date, channel, and page path
- Enter the amount and currency
- Choose Real or Estimated
- Optionally add a label (e.g. Website redesign — Phase 1)
- Click Record conversion
Multiple conversions can be recorded against the same session. If a single lead resulted in three separate invoices over six months, each can be recorded individually against the original session.
Real vs estimated revenue
Every conversion — whether from a rule or recorded manually — is either Real or Estimated. Refer App keeps these completely separate throughout:
| Type | When to use it |
|---|---|
| Real | A confirmed transaction with a known, settled value. A completed purchase, a signed contract, a paid invoice. |
| Estimated | A likely outcome with a typical value that hasn't been confirmed yet. A qualified lead, a booked demo, a trial signup with a known average conversion rate. |
Real and estimated totals are never added together. Every summary card, chart, and report shows them side by side with clear labels. Blending them produces a number that is neither accurate nor useful — this separation is enforced deliberately.
Reading the Conversions tab
The summary cards at the top show:
- Real revenue — sum of all confirmed amounts in the period
- Estimated revenue — sum of all estimated amounts in the period
- Converting sessions — distinct sessions with at least one conversion
- Total conversions logged — total individual conversion records, including multiple per session
Revenue by channel breaks both totals down by attribution channel — which sources are generating confirmed value, and which are producing pipeline.
Deleting conversions
Individual conversion records can be deleted from the table at the bottom of the tab. Deletions are permanent. If an amount was recorded incorrectly, delete the record and re-record with the correct figure. Editing in place is not currently supported.