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Conversion event

An event that represents a desired outcome, usually tied to revenue. The most expensive thing to lose instrumentation on.

Business

About this term

This page is part of the Skene analytics instrumentation glossary. Use it as a reference when writing specs, dashboards, or playbooks.

Canonical glossary index: /resources/glossary

Glossary

Glossary

Analytics callEvent namePayload (event properties)Identify callEvent taxonomyInstrumentation surfaceBaseline manifestInstrumentation driftSemantic diffRemoved eventRenamed eventMoved eventAltered payloadConditional firing changeCustomer Data Platform (CDP)Schema registryMCP (Model Context Protocol)Coding agentSide effectFunnelConversion eventActivation eventCohort

Definition

A conversion event marks the moment a user does the thing the business cares about: completes a purchase, upgrades, books a demo. Most attribution, ROAS, and pipeline reporting hangs off these events.

What is at stake

When a conversion event breaks, the entire attribution model breaks with it. Ad spend appears to stop working. Sales pipeline appears to dry up. The fix usually involves rewriting weeks of reporting once the real numbers come back.

Related terms

  • Funnel
  • Removed event

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