About conversions

Conversions are an useful tool in tracking the impact of your testimonials on your site's visitors. With conversions you can see for example which visitors turn into customers by setting up the conversion to track your order confirmation page.

Note, that you will need the global script from Conversions or Widgets for some of the conversion types to work.

Creating a conversion

Start by navigating to the Conversions from Trustmary's dashboard.

In the conversions section, click Create conversion in the top right corner of the screen to start setting up your conversion.

In the conversion creation window, name your conversion to tell it apart from others. Next you're given a few conversion type options from which to choose.

The options are; URL, form submit (path), form submit (querySelector), and Data layer push. In addition to this, you can track conversions directly from Trustmary's form widgets.

Let's go through the options.

Selecting conversions for widgets

Start by opening the form or CTA widget you would like to use.

In the editor tab of the widget, navigate to Settings in the bar on the left. In settings, open the drop-down menu under Conversion, and select the conversion you would like to use. It doesn't matter here what you've selected as the type in the conversion itself.


After you've selected URL as your conversion type, a URL path needs to be defined. A URL path is the address of your website and its specific sub-page which you would like to track with your conversion. This can be for example the "thank you" or "order confirmed" page of your online store, onto which customers are directed after checkout. Here are a couple of examples:




Additonally, the wildcard *-character works with conversions as it does with popup URL's. When using the wildcard, everything after the character is counted in. For example, if your conversion path would only contain the wildcard, everything within your domain would be included. See the box below for examples on how the wildcard works.

Path with wildcard: 

Included URL's:

In the last text field you can define a value for the conversion. This value is usually the value of average sales in your store.

Now just click Create new and your new conversion is good to go!

Form submit (path)

The form submit conversion type uses a standard form submitting event, that is used on most forms on the web. For the conversion, all you need is the path (URL) where the form leads after it has been answered.

Form submit (querySelector)

This conversion type uses the querySelector method, and is mostly geared towards developers. In most use cases you can get your conversion metering working with a more straightforward conversion type, such as the URL.

If you need to know more about this type, the quickest way to get a hold of us is to send us a message through the chat in the lower right corner.

Data layer push

The data layer push type is a bit different in the way that it comes with another code snippet you'll need to copy. This can be used with for example Google Tag Manager to trigger in a separately specified situation.

For the general idea on how to install the code snipper, check out our Google Tag Manager guide. The basic principle is the same as installing the global script, you will just need to add the script from the conversion itself, and select a trigger that best suits your use case.


You can find an overview of your conversion data in the Conversions section. Here you can also export the data in an Excel spreadsheet (.xlsx).

Note that it may take a while for the data to show up in here, as it updates every 24 hours.

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