Leads

Video guide

The events list

The page opens on a searchable list of every event, ranked by count.

Each row shows:

• Event - the event name (your built-in and custom events).
• Count - how many times it fired in the selected period, with a sparkline of its trend.
• Conversion Rate - the share of visits that fired this event at least once.
• Revenue - total revenue tied to the event (only money-carrying events like Purchase show a value; the rest show a dash).

Click any event to open its detail.

The event detail

Opening an event (here, Lead) shows its headline stats, a conversion comparison, and the paths that led to it.

The headline stats

• Total Visits - visits in the period that could have fired this event (the denominator for conversion rate).
• Total Events - how many times the event fired in total, counting repeats.
• Unique Events - how many distinct visitors fired it at least once (repeats by the same person collapse to one).
• Conversion Rate - Unique Events divided by Total Visits - the share of visitors who did this.
• Revenue - revenue attributed to the event, when it carries money.

Converts to

Converts to lets you measure the drop-off from this event to a later one. Pick a downstream event with Add target event - for example, choose Purchase while looking at Lead - and TrueMetriks shows what share of the people who fired this event went on to fire that one. It is how you answer "how many of my leads actually buy."

Each target you add gets a row:

• Users Converted - how many of the people who fired this event later fired the target. In the example, 870 of the Lead visitors went on to Purchase.
• Conv. Rate - that count as a share of this event's unique visitors. Here 44.16% of leads became buyers.
• Median Time - the typical gap between the two events, so you can see how long your sales cycle really is (3 days here).
• P90 Time - the slowest 10% take at least this long (6 days 4 hours), which tells you how long to keep nurturing before a lead is cold.

You can add more than one target to compare several downstream events side by side.

Upstream paths

Upstream paths is the most useful part: it shows the routes visitors took before the event fired, so you can see what led to those conversions. Each row is a path - the source, then the pages, ending in the event firing - with how many visits took it and its share of the total.

• Granularity controls how much source detail each step shows - Source + Medium + Campaign is the most detailed; you can collapse it to just source.
• View switches between Same session (only the steps inside the one visit where the event fired) and Full user journey (the visitor's complete history across every visit, including earlier touchpoints). Full user journey uses the same journey logic as Buyer journeys and attribution.

For example, the top Lead path above - (Direct) -> /book -> Lead fired with 141 visits (57.5%) - tells you most leads come in directly and submit on /book, while the rows below show how much each paid source contributes.

Example: Purchase

Every event works the same way, so the same view answers revenue questions too. Open Purchase and the Revenue stat is populated, and the upstream paths show exactly which sources and pages led to a sale.

This is how you trace revenue back to its origin: if facebook - cpc - 120213945499580764 -> /checkout/book -> Purchase fired drives real purchases, you know that campaign is doing the work - not just generating cheap leads.