Conversions & Goals

Conversions tell Dalton what counts as success. They are set once for the account and every experiment is measured against them.

General conversion

• Purchase is the primary conversion. Conversion rate, uplift and revenue per visitor are all calculated from it.
• Add to cart is reported alongside it. Turn it off if it does not apply.

Both work out of the box with the Dalton Pixel or Google Analytics connected.

Customise points a goal at your own event name or a URL path instead: a /thank-you page view for lead generation, a trial_started event for subscriptions. A customised goal can carry its own name, which is what results will call it.

"Not detected"

Dalton has not received that event recently. Experiments will still run, but with nothing to optimise against they never resolve.

Incoming events shows what Dalton is actually receiving. Usual causes:

• The Dalton Pixel is not installed, so purchases never arrive.
• The event fires under a different name than the goal expects.
• The conversion happens somewhere the Dalton script is not installed, such as a hosted checkout.

Check this before launching

An experiment against an undetected goal collects visitors, no conversions, and runs its full window without a result.

Secondary metrics

Extra events or page views reported in experiment results without being optimised for: newsletter signups, size-guide opens, returns to collection. Useful for spotting a variant that lifts purchases while halving something else.

Reporting currency

Revenue is converted to this currency everywhere. Detected from your sales, so change it only if it is wrong.