Conversion Goals
Define what counts as a conversion and how revenue is tracked
Conversion goals tell Atribu which events matter for your business. When a tracked event matches a goal, it becomes a conversion that gets attributed to your ad campaigns.
Default goals
When you create a new profile, Atribu automatically sets up these goals:
| Goal | Event Type | Revenue Type | Description |
|---|---|---|---|
| Payment Received | payment_received | Cash | Stripe or MercadoPago payment completed |
| Lead Created | lead_created | Pipeline | New lead in GHL |
| Appointment Booked | appointment_booked | Pipeline | Calendar booking completed |
| Closed Won | closed_won | Pipeline | Deal marked as won in GHL |
| Order Placed | order_placed | Gross | Shopify or e-commerce order |
| Contact Reply | contact_reply | Pipeline | Customer responded |
Revenue types
Each goal has a revenue type that determines how its value is counted:
Revenue types matter for ROAS
Only Cash revenue is used for ROAS calculations. Pipeline and Gross values are tracked separately.
| Revenue Type | What it means | Used for ROAS? |
|---|---|---|
| Cash | Real money received (Stripe, MercadoPago) | Yes |
| Pipeline | Projected deal value from CRM (GHL) | No |
| Gross | Order value before refunds/cancellations | No |
Creating custom goals
Go to Settings > Outcomes tab
Click Add Goal
Configure the goal:
- Name: Display name (e.g., "Free Trial Started")
- Source events: Which event types trigger this goal (e.g.,
trial_started) - Revenue type: Cash, Pipeline, or Gross
- Attribution eligible: Whether this goal should be included in attribution models
Click Save. New conversions matching this goal will be created automatically.
GHL pipeline stage mapping
If you use GoHighLevel, Atribu maps your pipeline stages to conversion types:
- "New Lead" stages →
lead_created - "Appointment" stages →
appointment_booked - "Won" / "Closed" stages →
closed_won
You can customize this mapping in Settings > Outcomes. Atribu uses keyword matching to suggest initial mappings, but you can override them.
Automatic trigger
When a new event arrives (from Stripe, GHL, or the tracker) that matches a goal's source event types, Atribu automatically creates a conversion and runs attribution. No manual action needed.