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Setting Up Custom Conversion Actions

Create and manage custom conversion actions inside Fluent, so you can standardise naming, group platform-specific events, and ensure the platform reports conversions exactly as you want them.

Updated over 2 weeks ago

Overview

Conversion actions tell Fluent which events you want to count as key outcomes, such as Purchases, Leads, Sign-ups, or Add-to-Cart events.
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For many platforms (e.g. Google Ads), conversions tracked inside the ad account are automatically available in Fluent once the account is connected.
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However, if you want Fluent to treat certain conversion events separately, rename them, or group multiple platform events under a unified label, you can do this through Custom Conversion Actions.
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Custom Conversion Actions allow you to:

  • Standardise naming (e.g., combine several “Purchase” event variants into one “Purchase” action)
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  • Group similar conversion types into a single action
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  • Choose whether a conversion should include revenue/value data
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  • Ensure conversion metrics (e.g., CPA, ROAS, Revenue, AOV) reflect exactly the conversions you care about

This article outlines how to configure these actions.

Step 1: Opening the Configure Conversions Panel

  1. Navigate to the homepage.
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  2. Find the client you want to update.
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  3. Click the three-dots (‘⋮’) next to their name.
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  4. Select Settings.
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  5. On the settings page, scroll down until you find the Configure Conversions section.
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  6. You will now see a list of all ad platforms connected for that client (e.g. Google Ads, Meta Ads). Each platform will contain its own conversion configuration area.
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Step 2: Adding a New Custom Conversion Action

  1. In the Configure Conversions section, choose the platform you want to configure (e.g. Google Ads).
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  2. Click + Add Conversion Action.
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  3. A new blank row will appear, ready for configuration.
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  4. On the left, enter the name you want the conversion action to have in Fluent.
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    • Example:
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      • Purchase
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      • Leads
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      • Add to Cart
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  5. On the right, select the platform event(s) that should map to this custom conversion.
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    • This list contains all the conversion events that Fluent has automatically pulled from your connected ad account.
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    • You can choose one or multiple conversion events, depending on your setup.
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  6. (Optional but important) Tick Has Conversion Value if the conversion includes revenue or monetary value.
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    • For example:
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      • A Purchase action should normally have this turned on so Fluent can calculate ROAS, Revenue, Average Order Value, etc.

      • A Lead usually does not require a value, so keep this turned off.
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  7. Once you are happy with your set-up, click Save.
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[Optional] Step 3: Editing an Existing Conversion Action

If you need to rename, remap or adjust a conversion action:

  1. Open the Configure Conversions section for the relevant client.
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  2. Find the conversion action you want to edit.
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  3. Update its name, change the platform events, or toggle the conversion-value option.
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  4. Click Save to apply your changes.
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[Optional] Step 4: Deleting a Conversion Action

If you want to remove a custom conversion action:

  1. Hover over the action you want to delete.
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  2. Click the Delete icon next to the row.
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  3. Confirm the deletion if prompted.

Using Conversion Actions in Reports

Once you configure your conversion actions:

  • Fluent will expose these actions as new metrics (e.g., Purchase) that you can select in your data queries.
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  • Conversion-related metrics such as Cost Per Purchase, Purchase ROAS, Purchase Value (Revenue), Purchase Conversion Rate, and Average Purchase Value will also be available.
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  • These custom metrics will appear consistently across doc reports and slide reports.

Walkthrough Video:

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