---
title: Conversions
slug: penske-amm-hol/conversions
docTags: 
createdAt: 2023-12-20T15:09:25.977Z
---

### Conversions

Conversion events are business objectives that identify the impact of marketing activities. Examples: e-commerce orders, in-store purchases, website visits, and so forth. Conversions are created to aid the model in attribution analysis. Conversions can be defined by the user to model on activities most important to the organization. 

Conversions are created and defined with the following information: 

| *Column Name*        | *Details*                                                                 |
| -------------------- | ------------------------------------------------------------------------- |
| *Name*               | The name of the conversion                                                |
| *Revenue*            | The harmonized data metric to use to calculate revenue from a conversion  |
| *Conversion metric*  | The harmonized data metric to use as the conversion metric for analysis   |
| *Category*           | The conversion category of the conversion                                 |

### Conversions Exercise

- Navigate to **Harmonized datasets** then select **Conversions ** in the Mix Modeler UI.
- Click on **Add a conversion**.

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/u10Rpz6mH3CXR9ej11dJy_image.png)

- For your first conversion, let's configure an in **online order conversion** metric. Configure the conversion as following:
  - Conversion name = Online Orders + {Initials}
  - Conversion category = Conversion types is Online
  - Conversion metric for analysis volume = Orders
  - Revenue Field = Select (Leave as Default, no changes needed)

![](https://api.archbee.com/api/optimize/cuLdyBJ4xoxcseyPqjKA9-em_PRZtHvPsWkIIFlYEsc-20250416-174105.png)

- Click **Create**.
- For your next conversion, let's configure an **online revenue conversion** metric. Configure the conversion as following:
- Conversion name = Online Sales + {Initials}
- Conversion category = Conversion types is Online
- Conversion metric for analysis volume = Orders
- Revenue Field = Revenue

![](https://api.archbee.com/api/optimize/cuLdyBJ4xoxcseyPqjKA9-AIHmIQaZMc8QtDATMQh4d-20250416-174301.png)

**Congratulations!** You have completed the Conversion exercise.