Connect WhatConverts
Authorize or configure Maven from the Data Sources screen, then pick the account and workspace to sync.
attribution integration
WhatConverts reporting & dashboards
Turn call, form, chat, and transaction leads with marketing attribution into 30 governed metrics for dashboards, agent answers, and cross-channel reporting.
What you can do with WhatConverts in Maven
Maven models WhatConverts into 30 governed metrics from the semantic layer. Track Touchpoints, First-Touch Events, Last-Touch Events, Avg Session Duration (s) and Interactions, break results down by Channel, Source, Medium and Campaign, and report WhatConverts alongside Google Analytics 4, Google Ads and Shopify without rebuilding exports or metric logic for every report.
What you can measure
30 WhatConverts metrics you can use consistently
Maven keeps WhatConverts numbers consistent across dashboards, reports, and answers so the team is not debating which spreadsheet is right.
Touchpoints
Journey touchpoint events recorded before conversion credit allocation
First-Touch Events
Touchpoints that opened a session
Last-Touch Events
Touchpoints that closed a session
Avg Session Duration (s)
Average session duration in seconds with each session counted once
Interactions
Source-neutral interactions represented as attribution touchpoints
Answered Interactions
Source-neutral interactions that were answered
Missed Interactions
Phone interactions that were neither answered nor sent to voicemail
Voicemail Interactions
Source-neutral interactions that reached voicemail
Total Interaction Duration
Total interaction duration in seconds
Show all 30 metricsShow fewer
Average Answered Interaction Duration
Average duration in seconds among answered interactions
Interaction Answer Rate
Share of represented interactions that were answered
Conversion Weight (First Touch)
Fractional conversion credit under the first-touch model by conversion touchpoint
Conversion Weight (Last Touch)
Fractional conversion credit under the last-touch model by conversion touchpoint
Conversion Weight (Linear)
Fractional conversion credit under the linear model by conversion touchpoint
Conversion Weight (Time Decay)
Fractional conversion credit under the time-decay model by conversion touchpoint
Conversion Weight (Position Based)
Fractional conversion credit under the position-based model by conversion touchpoint
Conversion Weight (Markov)
Fractional conversion credit under the data-driven Markov removal-effect model by conversion touchpoint
Conversion Weight (Shapley)
Fractional conversion credit under the data-driven Shapley-value model by conversion touchpoint
Conversion Events
Canonical conversion/lead events counted through normalized last-touch weights
Lead Count
CRM leads or contacts at lead/contact grain
MQL Leads
CRM leads or contacts whose conformed lifecycle stage is marketing-qualified lead
SQL Leads
CRM leads or contacts whose conformed lifecycle stage is sales-qualified lead
Qualified Leads
CRM leads or contacts marked qualified by native or inferred lifecycle evidence
Converted Leads
CRM leads or contacts marked converted by native or inferred lifecycle evidence
Customer-Matched Leads
CRM leads or contacts that resolve to ecommerce customer identity
MQL Rate
Marketing-qualified CRM leads divided by all CRM leads
SQL Rate
Sales-qualified CRM leads divided by all CRM leads
Lead Qualification Rate
Qualified CRM leads divided by all CRM leads
Lead Conversion Rate
Converted CRM leads divided by all CRM leads
Lead Customer Match Rate
CRM leads matched to ecommerce customers divided by all CRM leads
Questions you can ask
Just ask Maven about WhatConverts
Maven’s agent answers in plain language with the right metric definitions applied automatically. These are real, verified questions it can run today.
Compare linear attribution weights by channel
Show attribution touchpoints by source
How it works
Connect WhatConverts, then map the first workflow
No SQL, no warehouse setup, no data engineer. Connect the source, then Maven models the fields needed for the first trusted workflow.
Maven syncs and models the data
Maven pulls your WhatConverts data (1 objects) and models it into governed, conformed tables — no SQL, warehouse, or pipeline setup required.
Report, ask, and automate
Ask questions in natural language with the Maven agent, drop the metrics into dashboards, set alerts on what matters, and schedule deliveries to your team.
What Maven syncs from WhatConverts
WhatConverts leads and call conversions
Works well with
Report WhatConverts alongside the rest of your stack
FAQ
WhatConverts reporting questions
What WhatConverts metrics can I report on in Maven?
Maven exposes 30 governed WhatConverts metrics, including Touchpoints, First-Touch Events, Last-Touch Events, Avg Session Duration (s), Interactions and Answered Interactions — each defined once so it means the same thing in every report.
What can I break WhatConverts performance down by?
You can break WhatConverts metrics down by Channel, Source, Medium, Campaign, Utm Placement, Utm Site Source Name, Utm Ad Size and Is First Touch, and more.
Can I combine WhatConverts with other data sources?
Yes. WhatConverts reports alongside sources like Google Analytics 4, Google Ads, Shopify and HubSpot. Maven models every source into one governed layer, so you can blend them in a single dashboard, report, or question.
What WhatConverts data does Maven sync?
Maven syncs whatConverts leads and call conversions from WhatConverts.
How often does WhatConverts data sync to Maven?
Maven keeps WhatConverts data on scheduled refreshes after the source is connected, with sync status visible in the workspace before reports are shared.
Is my WhatConverts data secure with Maven?
Yes. Maven encrypts integration credentials and tokens, scopes access to the workspace, and uses the connection only to sync the reporting data needed for governed analytics.
Ready to see the first report your team can trust?
Bring one report where the numbers do not match. We'll map the sources, identify what can be trusted now, and show the first Maven workflow.
We'll map your first trusted reporting workflow
You'll see what Maven handles now: sources, definitions, refreshes, and outputs
No pitch deck. No pressure. 20 minutes.
