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Conversions

Menu Location: Customers > Reports > Conversions

Overview

The Conversions report is an experimental tool that tries to count how many unique visitors reach the two main steps of your sign-up process and how many of them go on to become new customers. The page itself carries this notice:

This is an EXPERIMENTAL report that tries to extract how many unique visitors land on the two main steps of the sign-up process and how many convert to new customers. You'd be much better served (for the time being) using a 'conversion funnel' feature on Google Analytics, which your local SEO expert can help you set up.

The report links out to Kiva Logic's own conversion tracking documentation (kivalogic.com/docs/conversion-tracking/) for the list of URLs to track in Google Analytics instead.

What it actually measures:

  • Step 1: unique sign-up sessions that reach the first page of the sign-up process
  • Step 2: unique sign-up sessions that complete Step 1's information and reach Step 2
  • Complete: sign-ups that finish and become a new customer (or redeem a promo)
  • Conversion rate: Complete divided by Step 1, as a percentage

There is no separate "checkout" stage tracked apart from Complete, and no drop-off, funnel-stage, cohort, device, time-of-day, or attribution breakdowns. Those all belong to Google Analytics, not this report.

How Conversion Is Detected

This report does not read signup/checkout database tables directly. It scans the syslog table for specific logged event strings within the selected date range and counts unique occurrences per day:

  • Step 1 counted from log events matching sign-up good: (deduplicated by the guest identifier embedded in the log line)
  • Step 2 counted from log events matching sign-up page 2 (deduplicated the same way)
  • Complete counted from log events matching new cust: or new promo: (deduplicated by customer ID)

Events containing detectify are excluded (bot/security-scanner traffic). Because the report depends entirely on these specific log message formats continuing to fire from the sign-up code, any change to the signup flow's logging can silently break the counts.

Results are cached per day in the sys_datastore table (row name conversiondata) as JSON, so re-visiting the report doesn't re-scan syslog for days already computed. A Delete Cache link at the top of the page clears this cache and forces every day in range to be recomputed from syslog on the next load. A dev note beneath the header reports how many days were freshly queried versus served from cache.

The page also marks June 16, 2025 in the daily table with a "Signup Page Updated" divider row, since that is when the current sign-up page went live and pre/post data may not be directly comparable.

Page Layout

Header Section

  • Date Range - "From" / "To" date pickers (defaults to the last 45 days through today)
  • Search button to re-run the report for the selected range
  • Delete Cache link to force the cached conversiondata to be rebuilt

Charts

Two line charts (Chart.js), both plotted per day/week/month across the selected range:

  • Signup Process Conversions - three series: "Step 1 - Box Selected," "Step 2 - Account Info Submitted," and "Step 3 - Payment Info Submitted & Checkout Complete"
  • Rolling 7/14/30 Day Changes - three series showing the day-over-day change in the rolling average conversion rate over 7, 14, and 30 day windows

Data Table

One row per day in the selected range, with columns:

  • Date
  • Step 1 - count
  • Step 2 - count
  • Complete - count
  • Conversion Rate - Complete / Step 1 for that day
  • Rolling 7 Day - average conversion rate over the trailing 7 days, plus a colored delta versus the prior 7-day average (green for an increase, red for a decrease; shown as N/A for the first 7 rows of data)
  • Rolling 14 Day - same, over a trailing 14-day window
  • Rolling 30 Day - same, over a trailing 30-day window

Definitions (from the report's own help text)

  • Step 1: When a potential customer begins the sign-up process and reaches the first page of the sign-up process.
  • Step 2: The potential customer completes filling out the information required on Step 1 and has reached Step 2.
  • Complete: The potential customer completes the sign-up process and becomes a real customer.
  • Conversion Percentage: The percent of people who complete the sign-up process from Step 1 (Complete / Step 1).
  • Missed Signups (missed-signups.php) - Email addresses of potential customers that completed step 1 of the sign-up process, but did not finish
  • New Signups (admin-rejoins.php?new=1) - See the latest customer sign-ups
  • Customers (customers.php) - All customer management
  • Google Analytics - Referenced directly by this report's own on-page notice as the better-supported tool for funnel/behavior-flow analysis; see Kiva Logic's conversion tracking documentation for which URLs to track

Notes and Limitations

  • Marked experimental by the report itself; Kiva Logic recommends Google Analytics for anything beyond a rough daily trend.
  • Only three stages are tracked (Step 1, Step 2, Complete). There is no distinct "checkout" stage, no per-step conversion rate breakdown, no funnel benchmarks, no cohort/source/device segmentation, and no export.
  • Counts depend on specific syslog event strings continuing to be logged by the sign-up code; if that logging changes, counts can silently go to zero or double-count.
  • Daily results are cached in sys_datastore; use Delete Cache if you suspect stale or incorrect numbers for a given day.

End of Documentation