Using Conversion Events

Conversion Events let you mark important visitor actions as Primary or Secondary Events and assign each a monetary value. This value contributes to a session’s Visit Value, helping you quickly identify and prioritize the sessions that matter most.

Step 1: Create a New Event

  1. Go to Analytics > Events in Lucky Orange.
  2. Click Add New Event.
  3. Choose how the event is triggered:
    • Page Visit (e.g., order confirmation page, pricing page), Element Interaction (e.g., form submission button, “Add to Cart” button)
    • API

For more general help setting up and using events, see this guide.

Step 2: Assign a Monetary Value

After creating the event trigger, you’ll need to decide if you want to assign a value to this event. For Conversion Events, you must add a value here. You may skip this step by hitting Next if you’re creating a non-Conversion Event.

  1. Select the type of Conversion Event:
    • Primary Conversion — the single most important outcome (e.g., completed purchase, form submission). If you're a Shopify user, we've already marked your 'Ordered' event as a Primary Conversion so all you need to do is edit that event to assign a value (typically AOV). 
    • Secondary Conversion — precursor actions that usually lead to the Primary Conversion (e.g., Add to Cart, Pricing page view).
    • Key Event — meaningful actions you want to track, but not tied to Visit Value calculations.

  1. Enter a value.
    • A value is required (you can enter $0, though it’s not recommended). You can also add negative values if you view the event to have a negative impact on conversion potential.
    • Think of this like scoring your sessions: higher-value actions signal higher-quality visits.

Examples of assigning relative values

  • E-commerce:
    • Primary: Order confirmation Pageview ($120)
    • Secondary: Add to Cart ($24), Checkout Start ($48)
  • Lead Gen:
    • Primary: Completed form ($600)
    • Secondary: Pricing page view ($50), ROI calculator ($150)

Step 3: Save and Use Visit Value

Once saved, the event contributes to Visit Value for each session.

  • Visit Value appears as a new column in the Visitor Table. To see it, click Edit Columns (pencil icon) and click Visit Value to add it to your view. You can manually rearrage all columns as needed. 
  • Use it to prioritize:
    • Review high-value sessions first.
    • Investigate sessions with strong Secondary activity but no Primary conversion

Step 4: Manage Events

After creating an event, you can update it anytime in Analytics > Events > Manager.

  • Edit the Monetary Value
  • Add or update the Description
  • Switch an event between Primary, Secondary, or Key

Tips to remember:

  • You may only have one Primary Conversion Event per site. To create a new Primary Conversion, you’ll first need to toggle off Primary Conversion for the existing event.
  • If you edit the Monetary Value, this will only impact the Visit Value of sessions that occur after the change. It will not retroactively apply to past session
  • You cannot change the name of an event after it’s created.