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What is a Conversion?

A conversion is a conversion event that you’ve configured in your workspace to be sent to advertising platforms. When a user completes a conversion event (like a purchase or signup), OneView processes it through attribution, deduplication, and delivery to ensure accurate campaign optimization.
Conversions Table

OneView shows the final result, with the complete conversion audit

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How OneView Handles Conversions

OneView processes conversions through multiple stages to ensure accuracy:
OneView automatically processes conversions through all stages, ensuring each conversion is counted once and delivered accurately to the platform that wins attribution.

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Attribution Models

You can configure the attribution model on a per-event basis:
Only Google Ads and select platforms accept fractional conversions. OneView validates compatibility automatically.
Learn more about how Merit-Based Routing applies your attribution model to route conversions to their attributed sources.

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Benefits

Accurate reporting By applying Merit-Based Routing and Deduplication, OneView ensures each conversion is counted once, eliminating attribution inflation common in traditional tracking. Higher match rates Enhanced Conversions with Identity Resolution increase match rates with advertising platforms, especially when click identifiers are missing or expired. Reliable delivery Retries and Error Handling ensure conversions reach their destinations even when network issues or API errors occur.

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Common Questions

OneView uses two mechanisms:
  1. Deduplication prevents the same event from being processed multiple times
  2. Merit-Based Routing ensures each conversion is sent only to the platform that wins attribution
Together, these ensure each conversion is counted exactly once.
OneView’s Retries system automatically retries failed requests for up to 7 days. If delivery fails due to a configuration error, Error Handling classifies it as a fatal error and stops retries until the configuration is fixed.
Enhanced Conversions include hashed PII (email, phone) along with conversion data, allowing platforms to match conversions even when click identifiers are missing or expired. OneView’s Identity Resolution automatically enriches conversions with identifiers from your Identity Graph.

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Next Steps

Merit-Based Routing

Learn how OneView routes conversions to their attributed sources.

Deduplication

Understand how OneView prevents duplicate conversions.