---
title: "Conversion Mapping"
slug: "conversion-mapping"
updated: 2025-12-19T11:34:44Z
published: 2025-12-19T11:34:44Z
---

> ## Documentation Index
> Fetch the complete documentation index at: https://help.madkudu.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Conversion Mapping

Are you more of a visual learner? [Head this way for our video!](/v1/docs/video-conversion-mapping)

### **Supported integrations**

- Salesforce
- HubSpot
- Segment
- Mixpanel
- Marketo
- Kissmetrics
- Amplitude

# **What is the Conversion mapping about?**

A **conversion** is the **success** **criteria** your models will be trained to predict.

For example: you want your models to predict when a lead will be linked to an Opportunity that reaches the stage Closed Won.

The Conversion mapping allows you to define what is a Conversion to train a model against in the Data Studio or to look at the performance of a model/segmentation against in the Predictions page in the App.

HG Insights has **standardized 2 definitions**: Closed Won and Open Opp. These 2 definitions are used across the platform in various reports. Whatever conversion definition you want to train your model against, it will always be important to check if your model can also predict when an opportunity reaches the Closed Won stage.

The 'SQO' definition is here to contain any **custom conversion definition** you would like to use. You can add as many custom conversion definitions as you need.

A frequent custom conversion definition built is : Closed Won above > $ amount.

We recommend that you train your model on the **most exclusive conversion definition** you can, i.e. the furthest down the funnel your volume of data allows you to reach.

You would start with a conversion defined as **Closed Won above > $ amount**, and if that is not enough data, revert to a stage mid-funnel (probability = 50%, 20%...) > $ amount. And if that is also not enough data, decrease the amount.

*Note : We consider having "enough data" if you have at least 30 conversions per month in the***[*audience*](/v1/docs/audience-mapping)***considered.*

Important conditions to create a conversion definition are:

- **Opportunity Type**: what type of opportunity do you want your model to predict? New Business? Upsells? Renewals?
- **Opportunity Amount**: HG Insights tracks the amount of Closed Won opportunities in various reports so you can make sure your model predicts your revenue correctly.
- **Opportunity Probability**: Your model will predict when an opportunity reaches a certain stage, **and beyond**. We recommend you to create conditions based on the probability field, so you can easily catch all opportunities that have gone through this stage at some point in time. You can find the matching between your StageName and Probability under the Data tab in the App. ![](https://cdn.document360.io/a55e7ea5-b8ac-4456-874d-10cc92097370/Images/Documentation/image(499).png) ![](https://cdn.document360.io/a55e7ea5-b8ac-4456-874d-10cc92097370/Images/Documentation/image(500).png)

# **What is the Conversion mapping used for?**

- As the success criteria to train and validate a model in the **Data Studio**. [Learn more](/v1/docs/customer-fit-training-and-validation-datasets)
- As a parameter for the [Predictions pages reports](/v1/docs/understanding-how-madkudu-tracks-conversions-in-the-customer-fit-diagnostics-page)
- As a parameter for the Insights reports ![](https://cdn.document360.io/a55e7ea5-b8ac-4456-874d-10cc92097370/Images/Documentation/image(501).png)

# **Where is this mapping available?**

In app.HG Insights.com > **Mapping** > **Conversion** **mapping**. ![](https://cdn.document360.io/a55e7ea5-b8ac-4456-874d-10cc92097370/Images/Documentation/image(502).png)

# **How to create a Conversion definition?**

**Pre-requisite:**

- You are a HG Insights user with **Architect** permissions
- HG Insights needs to be pulling the CRM fields you'd like to map first before adding them to the conversion mapping. Typically, the fields where you track the type of the Opportunity and the amount of the Opportunity will be necessary. HG Insights pulls by default the standard Salesforce fields *type* and *amount*, but if you use custom fields, you would need to pull them. Please follow the [instructions here.](/v1/docs/how-to-pull-additional-fields-to-use-in-the-madkudu-platform)

## Conversion definition from your CRM

1. Go to app.HG Insights.com > **Mapping** > **Conversion** **mapping**
2. Click on **Edit****** **![mceclip0.png](https://support.madkudu.com/hc/article_attachments/4424040972941/mceclip0.png)**
3. Select the **integrations** you'd like to map conversions from. Only integrations you've connected and supported would be available. ![](https://cdn.document360.io/a55e7ea5-b8ac-4456-874d-10cc92097370/Images/Documentation/image(504).png)
4. Click **Save & Continue**
5. On the next screen, there's no need to change anything, click **save & continue** again ![](https://cdn.document360.io/a55e7ea5-b8ac-4456-874d-10cc92097370/Images/Documentation/image(505).png)
6. At the bottom of the page, click **Create New SQO** ![](https://cdn.document360.io/a55e7ea5-b8ac-4456-874d-10cc92097370/Images/Documentation/image(506).png)
7. Enter a **name** for this new conversion definition *(special characters, numbers, lower and upper case accepted)* ![](https://cdn.document360.io/a55e7ea5-b8ac-4456-874d-10cc92097370/Images/Documentation/image(508).png)
8. Click on the******+ button**![](https://cdn.document360.io/a55e7ea5-b8ac-4456-874d-10cc92097370/Images/Documentation/image(509).png)
9. In the "type of deal", enter the **exact** value of **Opportunity type field** in **Salesforce** or **Deal** **dealtype** in **HubSpot** you would like to use to filter Opportunities based on the type (new biz, upsell....). You can find this value in your CRM or in app.HG Insights.com > **Data** ![mceclip5.png](https://support.madkudu.com/hc/article_attachments/4403660670221/mceclip5.png)
10. Select the field on the Opportunity object which contains the **Opportunity ARR******i.e. the amount if the deal (this value will be used to look at the model performance in terms of **revenue** in the HG Insights Predictions and Insights reports and in the Studio)
11. Select the conditions to define the Conversion (usually contains filters on the Opportunity object) based on:
  1. **Object** (usually Opportunity)
  2. **Field**(probability, stagename, amount...)
  3. **Condition**(is more than, is any of, contains...)
  4. **Value**
  5. **Check 'Case insensitive'** (allows to find the value regardless of upper/lower case)
12. Add any other necessary condition by clicking on **Add a new condition**
13. If you are using multiple conditions, edit the condition logic like accordingly
  - Example: **$1 AND ($2 OR $3)** ![](https://cdn.document360.io/a55e7ea5-b8ac-4456-874d-10cc92097370/Images/Documentation/image(510).png)
14. Click on******OK**
15. When you are done, click on******Publish******at the bottom of the page ![](https://cdn.document360.io/a55e7ea5-b8ac-4456-874d-10cc92097370/Images/Documentation/image(511).png)

Well done! [What's next?](/v1/docs/conversion-mapping)

## Closed Won conversion definition from a behavioral data source

1. Go to app.HG Insights.com > **Mapping** > **Conversion** **mapping**
2. Click on **Edit********![mceclip0.png](https://support.madkudu.com/hc/article_attachments/4424040972941/mceclip0.png)**
3. To use a behavioral data source you've already connected to HG Insights, select '**Analytics**'. ![](https://cdn.document360.io/a55e7ea5-b8ac-4456-874d-10cc92097370/Images/Documentation/image(513).png)
4. Click **Save & Continue**
5. On the next screen, there's no need to change anything, click **save & continue** again ![](https://cdn.document360.io/a55e7ea5-b8ac-4456-874d-10cc92097370/Images/Documentation/image(514).png)
6. In the Closed Won conversion definition, click on the******+ button![mceclip2.png](https://support.madkudu.com/hc/article_attachments/6260409755277/mceclip2.png)**
7. Choose your **source system** in the list ![mceclip3.png](https://support.madkudu.com/hc/article_attachments/6260458833421/mceclip3.png)
8. Type the **name of the event** defining a closed-won conversion (a **paying customer**), exactly as it **appears** in your **source system**.![mceclip4.png](https://support.madkudu.com/hc/article_attachments/6260506347021/mceclip4.png)
9. Click on******OK**
10. When you are done, click on******Publish******at the bottom of the page ![](https://cdn.document360.io/a55e7ea5-b8ac-4456-874d-10cc92097370/Images/Documentation/image(519).png)

Well done! [What's next?](/v1/docs/conversion-mapping)

# **How to edit a Conversion definition?**

1. Go to app.HG Insights.com > **Mapping** > **Conversion** **mapping**
2. Click on **Edit**
3. Keep the integration selected
4. Click **Save & Continue**
5. Change if you need
  1. **Opportunity type**: this will change the Opp type for Closed Won and Open Opp
    1. Enter one or more values of the standard Salesforce Opportunity field **Type**
    2. Leave empty to not filter on any specific opp type.
  2. **Amount field**: this will change the amount field where we get the $value of the conversion (at the Opp or Account level), used to compute revenue in the Insights reports and Customer Fit predictions page. ![mceclip0.png](https://support.madkudu.com/hc/article_attachments/4406561754637/mceclip0.png)
6. Click **Save** & **Continue**
7. To edit any definition click on the **+ button** ![](https://cdn.document360.io/a55e7ea5-b8ac-4456-874d-10cc92097370/Images/Documentation/image(521).png)
8. Once your changes are done, review
9. Click on **Publish******at the bottom of the page

Well done!

# **What's next?**

You should receive an **email** of success or failure within a few minutes.

- In case of success: Congrats! Your conversions will be available in the App and in the Studio after the next time **map** has run on the [Process page](/v1/docs/how-to-read-the-processes-page-how-long-does-it-take-for-madkudu-to-score-my-leads-and-accounts) (estimation : **in the next 4-8 hours**)
- In case of failure : Contact your onboarding team with a screen capture of the error so they can help you move forward!

# **F.A.Q**

## Is there a limit to the number of conversion mappings I can create?

You can create as many conversion mappings as you need.

## Where does the Opp Amount filter in Copilot come from?

Directly from the Opportunity Amount field in Salesforce, it cannot be configured to reflect a custom field.

# **Troubleshooting**

- If you get a **500 error,** please make sure you are still logged in. Note that by refreshing the page your configuration will be lost.
- If you get a **404 error,** please make sure
  - all input fields have a value (conversion name, logic, value..)
- If you get an error that your **dataset is empty after reloading the dataset,** check that your updated conversion mapping definition actually catches some records in the dates chosen for your dataset parameters. It is recommended that the conversion mapping definition catches at least around 100 conversions. You can check this by clicking on the 'Check Volumes' button in the conversion mapping page in the app. ![Screen_Shot_2022-10-31_at_6.19.17_PM.png](https://support.madkudu.com/hc/article_attachments/10288767982221)

Still having issues? Please open a ticket with the configuration you are trying to publish and we'll get to you as soon as we can.