Tech docs
Integration Docs
Conversions Standard Tracking

Conversions Standard Tracking

Looking to track events like link clicks, purchases, or custom events is a paid upgrade. Please see our Conversions Premium documentation and reach out to our team to upgrade.

#Conversion types Conversions supports three categories of conversion events:

  1. Lead Capture - When a user provides identifying details (e.g. email, name) via a form to indicate they have interest in what the company is selling (i.e. a lead). See example code.
  2. Newsletter Signup - When a user provides their email via a form in order to receive emails from a company, such as a newsletter or an email course. See example code.
  3. Subscription - When a user buys a subscription that will result in recurring revenue. See example code.

Important requirements:

  • You must be able to put tracking on pages or forms where conversions occur and on any pages that users view on their way to converting.
  • All pages must have valid metadata provided to

In the future, may provide benchmark comparisons of the standard categories of events (e.g. comparing how your newsletter signup performance compares to rest of the network).

Take care when configuring conversion events - once they're sent, they'll appear in the reporting suite, and we cannot remove that data. We recommend implementing on a testing site first.

#Handling conversions whenever they occur

Because it's possible for a conversion event to happen before the tracker has fully loaded, it's recommended to use a wrapper function (captureParselyLeadConversion in the example below), rather than calling a method which may not yet exist. Using the example of a lead capture from above, you might have something like this on a lead-gen page:

// make a queue for conversion events
var parselyConversionEventQueue = [];

// wrapper function safely handles either case
function captureParselyLeadConversion() {
    if (window.PARSELY && window.PARSELY.loaded) {
    } else {

// run this safely whenever you capture an event
captureParselyLeadConversion('Demo Request');

// flush the queue when the tracker loads
window.PARSELY = window.PARSELY || {
    onload: function() {
        for (var i = 0; i < parselyConversionEventQueue.length; i++) {

// insert the parsely tracker code here...


Any code that sets PARSELY.onload (such as the example above) must be executed before the loading tracker.

#Sample Implementations

The following examples are necessarily simplified for illustration purposes, and are not meant to be used as-is.

#Lead Capture conversion example

Use trackLeadCapture when a user provides identifying details (e.g. email, name) via a form to indicate they have interest in what the company is selling.

Some examples include:

  • Signing up for a demo
  • Creating an account to start a 30-day trial
  • Signing up for a rewards program

In this example, generated leads are also distinguished by their "active" status.

// listen for submit events on a form, to indicate a lead capture
var form = document.getElementById('demo-request-form');
form.addEventListener('submit', PARSELY.conversions.trackLeadCapture, false);

// Alternately, you might want to distinguish leads who were already active users...
function trackParselyLead(e) {
    // determine if the user is active based on the session count
    var userSessionCount = PARSELY.lastRequest.sid;
    var userStatus = userSessionCount > 5 ? "active" : "new";
form.addEventListener('submit', trackParselyLead, false);

#Newsletter signup conversion example

Use trackNewsletterSignup when a user submits their email address via a form to subscribe to a newsletter or other email program.

// listen for click events on a button which indicates a newsletter signup
var btn = document.getElementById('newsletter-signup-button');
btn.addEventListener('click', PARSELY.conversions.trackNewsletterSignup, false);

#Subscription conversion example

Use trackSubscription when a user buys a subscription product that will result in recurring revenue. (For one-time purchases, use trackPurchase.)

Some examples include:

  • a software subscription
  • a monthly/weekly subscription box
  • a content subscription (e.g. for a streaming service, a newspaper)
  • a recurring donation

Here, a monthly subscription to a beauty box is tracked.

var form = document.getElementById('glam-box-subscribe');
form.addEventListener('submit', PARSELY.conversions.trackSubscription, false);

#A simple way to test conversions

Google Chrome’s developer tools are your friend in this endeavor. On your page, right click anywhere to inspect and open up developer tools. From there, navigate to the Network tab, and in the search bar enter action=conversion. It should look like the screenshot below, and you can replicate this by going to and signing up for a newsletter at the bottom of the page and following the steps outlined below.

  1. Right click anywhere on the page and choose Inspect from the dropdown menu to open developer tools.
  2. Navigate to the Network tab. (Network is the tab to the right of Sources and you may need to click the » to see it.)
  3. Check the "Preserve log" box
  4. In the search bar, search for action=conversion
  5. If an event appears, click it, and make sure that the correct conversion type is in the data field (e.g. {_conversions_type":"subscription"}).


rocket emoji