Combined Conversions
A combined view of conversions (often from your CRM) used as a reliable signal when channel-level attribution is noisy.
Definition
A combined view of conversions (often from your CRM) used as a reliable signal when channel-level attribution is noisy.
More context
Combined conversions consolidates conversion outcomes into a single, decision-grade metric—typically sourced from your CRM—so you can track progress without over-trusting attribution models.
Why it matters
When attribution is broken, combined conversions can still be stable enough to guide weekly iteration and OKR tracking.
How to use it
Pick the conversion event that matters (e.g. qualified leads or closed-won), ensure definitions are shared, and report it consistently in the cycle.
Common pitfalls
Combining “apples and oranges” conversions, or changing definitions mid-stream which makes trends meaningless.
Related terms
- CRM — Customer relationship management system. Often the source of truth for leads and conversions (and useful for “combined conversions”).
- KPI Definitions — A shared set of definitions for metrics like “lead” so different teams (e.g. marketing and sales) mean the same thing when they talk about numbers.
- GDPR — EU privacy regulation that impacts tracking and attribution. In practice, it often makes channel-level attribution less reliable.
- Blended CAC — Customer acquisition cost calculated in a blended way (not per-channel attribution), often used when attribution is incomplete.