> For the complete documentation index, see [llms.txt](https://docs.limecall.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.limecall.com/analytics/conversions.md).

# Conversions

Define what counts as a win so the numbers mean something.

Open **Settings → Conversions**.

## Why this matters

Without a definition of success, your analytics can only report activity — how many calls, how long they were. That tells you how busy you were, not whether it worked.

Defining a conversion lets everything else be measured against it: which channel, which campaign, which number and which time of day actually produce business.

## Defining a conversion

Decide what counts as a won lead for your business. Reasonable definitions:

* An appointment booked.
* A deal marked won.
* A call lasting beyond a threshold that indicates a real conversation.
* A custom outcome you write back from your own system.

Pick something that genuinely correlates with revenue. A conversion defined too loosely — "any answered call" — makes every channel look equally good and gives you nothing to act on.

## Writing outcomes back

The most accurate approach is to tell LimeCall what actually happened, from whatever system holds the truth.

```bash
curl -X PATCH https://app.limecall.com/api/v1/calls/{callId} \
  -H "Authorization: Bearer sk_live_..." \
  -H "Content-Type: application/json" \
  -d '{"outcome":"appointment_booked","value":250,"currency":"USD"}'
```

The outcome name is yours. Use the same name consistently and calls group by it in the call log and in reporting.

Sending `value` is what lets LimeCall report revenue per channel rather than call counts per channel — the difference between "Google Ads produced 40 calls" and "Google Ads produced £9,400".

## Sending conversions to ad platforms

Where connected, conversions can be forwarded to advertising platforms so their optimisation learns from real outcomes rather than from clicks.

This is the highest-leverage integration available to anyone spending on ads. An ad platform optimising toward form fills will happily buy you cheap, worthless leads; one optimising toward closed revenue buys you customers.

## Attribution windows

A call today may close in three weeks. Set an attribution window long enough to capture your real sales cycle, or your best channels will look like your worst because their revenue lands outside the window.

## Reviewing

Check conversion by source monthly. Look for:

* channels with high volume and low conversion — cut or fix,
* channels with low volume and high conversion — buy more,
* changes after a campaign or website change.

## Related

* [Deals & pipeline](/inbox-and-leads/deals-and-pipeline.md)
* [Call insights & transcripts](/analytics/call-insights-and-transcripts.md)