> ## Documentation Index
> Fetch the complete documentation index at: https://oneviewhub.com/docs/llms.txt
> Use this file to discover all available pages before exploring further.

# Conversions

> Understanding conversions and how OneView processes them across platforms.

## 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.

<Frame caption="OneView shows the final result, with the complete conversion audit">
  <img src="https://mintcdn.com/oneview/TckL7SwEG-laxVz8/platform/concepts/assets/conversions-table.png?fit=max&auto=format&n=TckL7SwEG-laxVz8&q=85&s=b8f009261ff8a7e5f8c1755cb5ed2c9f" alt="Conversions Table" style={{height: "100%"}} className="rounded-lg" width="1401" height="934" data-path="platform/concepts/assets/conversions-table.png" />
</Frame>

## How OneView Handles Conversions

OneView processes conversions through multiple stages to ensure accuracy:

| Stage                       | Process                               | Feature                                                                                                 |
| --------------------------- | ------------------------------------- | ------------------------------------------------------------------------------------------------------- |
| **1. Deduplication**        | Prevents duplicate events             | [Deduplication](/docs/platform/features/processing/deduplication) blocks duplicates using idempotency keys   |
| **2. Attribution**          | Determines which platform gets credit | [Merit-Based Routing](/docs/platform/features/processing/merit-based-routing) applies your attribution model |
| **3. Enrichment**           | Adds identifiers for better matching  | [Identity Resolution](/docs/platform/features/processing/identity-resolution) enriches with Identity Graph   |
| **4. Enhanced Conversions** | Includes hashed PII                   | [Enhanced Conversions](/docs/platform/features/delivery/enhanced-conversions) increases match rates          |
| **5. Delivery**             | Sends to winning platform             | [Error Handling](/docs/platform/features/delivery/error-handling) resolves API errors automatically          |
| **6. Retries**              | Ensures delivery                      | [Retries](/docs/platform/features/delivery/retries) automatically retry failed requests                      |

<Check>
  OneView automatically processes conversions through all stages, ensuring each conversion is counted once and delivered accurately to the platform that wins attribution.
</Check>

## Attribution Models

You can configure the attribution model on a per-event basis:

| Model           | Description                                     | Best For                                |
| --------------- | ----------------------------------------------- | --------------------------------------- |
| **First-Touch** | Credits the first marketing interaction         | Long sales cycles, brand awareness      |
| **Last-Touch**  | Credits the final interaction before conversion | E-commerce, quick decisions             |
| **Multi-Touch** | Distributes credit across multiple touchpoints  | Complex journeys, multiple stakeholders |

<Warning>
  Only Google Ads and select platforms accept fractional conversions. OneView validates compatibility automatically.
</Warning>

<Info>
  Learn more about how [Merit-Based Routing](/docs/platform/features/processing/merit-based-routing) applies your attribution model to route conversions to their attributed sources.
</Info>

## Benefits

**Accurate reporting**

By applying [Merit-Based Routing](/docs/platform/features/processing/merit-based-routing) and [Deduplication](/docs/platform/features/processing/deduplication), OneView ensures each conversion is counted once, eliminating attribution inflation common in traditional tracking.

**Higher match rates**

[Enhanced Conversions](/docs/platform/features/delivery/enhanced-conversions) with [Identity Resolution](/docs/platform/features/processing/identity-resolution) increase match rates with advertising platforms, especially when click identifiers are missing or expired.

**Reliable delivery**

[Retries](/docs/platform/features/delivery/retries) and [Error Handling](/docs/platform/features/delivery/error-handling) ensure conversions reach their destinations even when network issues or API errors occur.

## Common Questions

<AccordionGroup>
  <Accordion title="How does OneView prevent double-counting?">
    OneView uses two mechanisms:

    1. [Deduplication](/docs/platform/features/processing/deduplication) prevents the same event from being processed multiple times
    2. [Merit-Based Routing](/docs/platform/features/processing/merit-based-routing) ensures each conversion is sent only to the platform that wins attribution

    Together, these ensure each conversion is counted exactly once.
  </Accordion>

  <Accordion title="What happens if a conversion fails to deliver?">
    OneView's [Retries](/docs/platform/features/delivery/retries) system automatically retries failed requests for up to 7 days. If delivery fails due to a configuration error, [Error Handling](/docs/platform/features/delivery/error-handling) classifies it as a fatal error and stops retries until the configuration is fixed.
  </Accordion>

  <Accordion title="How do Enhanced Conversions help?">
    [Enhanced Conversions](/docs/platform/features/delivery/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](/docs/platform/features/processing/identity-resolution) automatically enriches conversions with identifiers from your Identity Graph.
  </Accordion>
</AccordionGroup>

## Next Steps

<CardGroup cols={2}>
  <Card title="Merit-Based Routing" icon="ranking-star" href="/docs/platform/features/processing/merit-based-routing">
    Learn how OneView routes conversions to their attributed sources.
  </Card>

  <Card title="Deduplication" icon="repeat-1" href="/docs/platform/features/processing/deduplication">
    Understand how OneView prevents duplicate conversions.
  </Card>
</CardGroup>