---
description: "Set the conversions Dalton optimises for, add secondary metrics, and pick the reporting currency."
---

# Conversions & Goals

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

![Conversion settings](/v2/settings-conversions.png)

## 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](/advanced/pixels) 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.

::: warning 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.