This report can be used to view and analyze detailed statistics measured for the website's conversions.
An overview of all conversions is displayed if the (all) option is chosen in the Conversion selector. If you select a specific conversion, the table will instead show a breakdown of the given conversion's statistics for individual campaigns, including the following details:
•Campaigns - this column contains the name of the campaign to which the remaining values are related. The row that has "-" as its campaign name represents conversions that occurred without an active campaign.
•Conversions - the number of conversion hits that were performed by users who arrived on the site through the campaign.
•Conversions value - the total sum of the values recorded for all of the campaign's conversions.
•Conversions rate - the percentage of visitors who performed a conversion for the given campaign. This can be higher than 100% if the average visitor generated more than one conversion.
•Conversions value per visit - the average conversion value contributed by the campaign's visitors.
•Visits - the total amount of users who visited the website as a result of the given campaign.
•Total cost - shows the total cost that was specified for the given campaign.
•ROI - the rate of investment, calculated as the sum of the campaign's conversion values divided by the total cost. This statistic is accurate only if your conversion values are set to reflect the income generated by the matching conversions.
Please see the Web analytics Overview topic for details about the general actions available for reports. More information about conversion tracking can be found in Developer's Guide -> Modules -> Web analytics -> Conversions.