The Conversions Page is where you tell LettrLabs what counts as a "conversion" for your account. This is important to understand up front: the Conversions Page is a setup surface, not a reporting dashboard. You won't find charts or revenue totals here — that view lives on your order's Analytics card instead. What you'll find here is the configuration that makes those analytics possible in the first place.
Why This Setup Matters
LettrLabs can't know on its own when someone who received a mailing goes on to make a purchase or submit a lead form. It needs to be told what a "conversion" event looks like for your business and how to receive that information. Without this setup, the matchback and attribution pipeline has nothing to work with — your order's Analytics card would have no way to show Revenue, Conversions, Leads, ROAS, or Conversion Rate.
In short: configuring conversions here is what feeds the numbers you later see on your order's Analytics card.
Setting Up a Webhook
The Webhooks tab on the Conversions Page walks you through a short setup process to connect an event source to your account. Here's how it works:
Choose your webhook: Select which webhook will send LettrLabs your conversion or lead events.
Choose the action type: Decide whether the events coming from this webhook should be treated as a Conversion (for example, a completed purchase) or a Lead (for example, a form submission or sign-up).
Map your fields: Using a JSON field-mapping step, tell LettrLabs how to read the data coming in from your webhook — for example, which field in the incoming payload represents the customer's identifying information, and which field represents the order value. This mapping is what allows LettrLabs to correctly parse each event as it arrives.
Once this mapping is in place, incoming events are automatically matched back to recipients of your mailings, feeding directly into the attribution pipeline that powers your order-level analytics.
What This Page Is Not
It's worth repeating: this page is where you configure how conversions are detected and mapped — it is not where you go to view how a campaign performed. If you're looking to see revenue, conversion counts, ROAS, or conversion rate for a specific mailing, head to that order's Analytics card instead. The Conversions Page only handles the setup step that makes that reporting possible.
Getting Help
If you're not sure what fields your webhook sends, or you're unsure how to map them, reach out to your LettrLabs contact before completing setup — an incorrect field mapping can cause conversions to be missed or misread, which will show up as gaps in your Analytics card later on.