CVRLanding
Get started

Conversion goals: leads, bookings and orders

Choose what counts as a conversion, work your leads, booking requests and orders, and send them to the tools you use.

Updated October 14, 2026

On this page

Choose a primary metric

Each funnel has one primary conversion goal: the result your ads are meant to buy. It decides which events count as conversions and how experiments are judged. Choose from:

  • Lead generation (LEAD): a contact form, or an interactive quiz that ends with contact details.

  • Booking (BOOKING): a request for a service at a time slot, which you confirm.

  • Purchase (ORDER_PURCHASE): a product order, paid on delivery, manually or through a connected payment provider.

  • Signup, Download and Custom event: configurable goals, covered below.

You can change the goal later. CVRLanding snapshots the current version first and warns you that metrics from before and after the change may not be comparable.

Leads

A lead is recorded when the server accepts a valid, non-spam form submission, never on a button click. Lead forms come with:

  • Fields: text, phone, email, choices, checkboxes and numbers, in one step or several.

  • Validation runs in the browser and again on the server.

  • Anti-bot protection filters out automated and spam submissions.

  • A consent checkbox, when one is required, with your wording and a link to your privacy notice.

  • Duplicates: phone numbers and emails are normalized and matched against earlier leads. A repeat gets a merge suggestion and keeps its own history and attribution.

Contact details are encrypted at rest, masked in session replays and not sent to AI providers by default.

Working your leads

Each lead moves through new → contacted → qualified or unqualified → won or lost. Under Leads you can add tags and notes, assign an owner, see each lead’s history and export CSV. Marking a lead qualified records lead_qualified, so pages are judged on lead quality, not just volume.

Bookings

Booking pages work on request-and-confirm. When you set them up, you define:

  • Services, each with a name, a duration and an optional price note.

  • Availability: the days and hours you take bookings, including breaks, in your business’s time zone.

  • Capacity: how many bookings a slot can hold.

Customers request a time, and the page makes clear that a request isn’t a guaranteed slot. When you confirm, CVRLanding checks the slot’s capacity, so a slot is never overbooked, even when requests arrive at the same moment.

Bookings move from requested to confirmed, then to attended or completed, or end as cancelled or no_show. Times follow your time zone, including daylight-saving changes, and customers with an email address get a confirmation.

Orders

Each order records the product and variant, quantity, any discount, shipping and contact details, and an order number. Prices are captured when the order is created and totals are calculated on the server, so a visitor can’t change them. Discounts apply only when their conditions are met.

An order moves through draft → placed → paid → fulfilled, or ends as cancelled or refunded. How it becomes paid depends on the payment method:

  • Cash on delivery (COD): you mark the order paid once the money has been collected.

  • Manual payment, such as a bank transfer: you confirm the payment when it arrives.

  • A merchant payment provider, where configured: the order becomes paid only when the provider’s verified webhook confirms it, never because a browser reached a success page.

Manual confirmations are logged in an audit trail: who confirmed, and when.

Purchase waits for payment

CVRLanding never sends a Purchase event when an order is placed. order_placed means an order exists; Purchase follows payment_confirmed. Paddle bills only your CVRLanding subscription and any credit top-ups, and isn’t the checkout on your pages.

Conversion events

These events come from real changes on the server, never from clicks or pixel fires:

  • lead_created

    Recorded when

    The server accepts a valid, non-spam form.

  • lead_qualified

    Recorded when

    Someone on your team marks the lead qualified.

  • booking_requested

    Recorded when

    A customer sends a booking request. It isn’t confirmed yet.

  • booking_confirmed

    Recorded when

    You confirm the booking.

  • order_placed

    Recorded when

    An order exists. It isn’t revenue yet.

  • payment_confirmed

    Recorded when

    A verified provider webhook confirms payment, or you confirm a COD or manual payment.

  • refund

    Recorded when

    A verified refund is recorded.

You choose which events each ad platform receives; see Pixels and consent.

Where conversions go

Every conversion is saved first in the project’s inbox, under Leads, Bookings or Orders. The inbox is the source of truth; other destinations get copies:

  • Email notifications, sent through Resend to the teammates you choose.

  • Webhooks over HTTPS, each carrying a timestamp and an HMAC signature so your endpoint can verify it. Failed deliveries are retried with increasing delays and can be replayed manually.

  • CSV export from the inbox, with values escaped so a spreadsheet won’t run them as formulas.

Webhooks fire for new conversions and for status changes, so a CRM can follow a lead from new to won.

A failed email or webhook never loses a conversion. The conversion is saved before anything is sent, and each delivery’s status is tracked separately.

Other goals and multi-step funnels

Signup, Download and Custom event are configurable event goals: you choose the tracked event that counts, such as an account actually created rather than a form opened, or a file downloaded.

A funnel can also span several steps after the landing page: quiz, form, booking, offer, checkout and thank-you. Steps keep stable IDs, visitors keep their session and attribution across steps, and rules can branch visitors by their answers.