Conversion metrics are the most important metrics used in IQM. These metrics help marketers measure the effectiveness of their campaigns by tracking the number of users who completed a desired action after interacting with an ad. Here are the detailed explanation of all conversion metrics.

Total conversions in IQM refer to the total number of times a desired action has been completed by users irrespective of attribution to a specific campaign. IQM calculates total conversions by tracking the number of times the conversion pixel has fired on the marketer's website. Please note that total conversions include non-attributed conversions as well.

Total attributed conversions in IQM refer to the number of conversions that are attributed to a specific campaign based on the attribution model used. Attribution models are the rules that IQM follows to assign credit for a conversion to a specific campaign. IQM calculates total attributed conversions by adding both total attributed view-through conversions and total attributed click-through conversions.

Total attributed view-through conversions in IQM refer to the number of conversions that occurred after a user viewed an ad but did not click on it. These conversions are attributed to the ad that was viewed by the user, and they are tracked within the conversion window set for the campaign. For example, if a user saw an ad for a product but did not click on it, and then later visited the marketer's website and made a purchase, IQM would attribute the conversion to the ad that the user viewed earlier.

Total attributed click-through conversions in IQM refer to the number of conversions that occurred after a user clicked on an ad. These conversions are attributed to the specific ad that the user clicked on, and they are tracked within the conversion window set for the campaign. For example, if a user clicked on an ad for a product and then made a purchase on the marketer's website, IQM would attribute the conversion to the specific ad that the user clicked on.