Data reference

Introduction

WhatConverts is a lead and conversion tracking platform that records calls, form submissions, chats, transactions, and other lead types together with the source, medium, and campaign that produced them. The connector authenticates with an API token and secret, fetches one row per individual lead through the WhatConverts REST API (v1), and exposes lead attributes as both metrics and breakdowns in dashboards. As a lead-tracking connector, lead attributes, source attribution, and currency values are standardized so widgets can aggregate alongside ad-platform sources without additional configuration. To connect this data source, see How to connect WhatConverts to Adriel.

Data refresh strategy

WhatConverts is a daily-cache connector: a fixed window of recent days is refreshed on every scheduled run rather than fetched live at dashboard load. Initial fetch. On first connection, the last 390 days of historical lead data are pulled. Refresh schedule. The cache refreshes twice per day, at 00:00 UTC and 05:00 UTC. On each run, the most recent 390 days are re-fetched and any new or updated leads are upserted. Cache pattern. Leads are stored as JSON rows in the leads collection and deduplicated by lead_id. Each /leads page returns 2,500 records; pagination continues until all pages are consumed before any row is written to the cache.

Architecture levels

WhatConverts exposes a single level: individual leads. Each row in a dashboard represents one lead.

Date range limits

Breakdown	Max range
Daily	93 days
Weekly	1 year
Monthly	2 years

Data requested outside these ranges may be truncated for the corresponding time breakdown.

Metrics

WhatConverts is a schema-flexible source. The fields below are the standard fields Adriel exposes; the exact fields you can report on depend on your WhatConverts data. Data type uses Adriel’s vocabulary; API Key in code style is the literal source field; italic marks a value Adriel derives.

WhatConverts fields

Metric	Description	Data type	API Key
Account	The account associated with the lead.	Text	`account`
Account Id	Unique identifier for the account.	Text	`account_id`
Answer Status	The answer status for the lead: Answered, No Answer, or Busy. Applicable to phone_call lead type.	Text	`answer_status`
Call Duration Seconds	The duration of the call in seconds for the lead. Applicable to phone_call lead type.	Duration	`call_duration_seconds`
Call Status	The call status for the lead: In Progress or Completed. Applicable to phone_call lead type.	Text	`call_status`
Call Transcription	The call transcription. Applicable to phone_call lead type.	Text	`call_transcription`
Caller City	The caller’s city for the lead.	Text	`caller_city`
Caller Country	The caller’s country for the lead.	Text	`caller_country`
Caller Name	The caller’s name. Applicable to phone_call lead type.	Text	`caller_name`
Caller Number	The E.164 formatted caller’s number for the lead. Applicable to phone_call and text_message lead type.	Text	`caller_number`
Caller State	The caller’s state for the lead.	Text	`caller_state`
Caller Zip	The caller’s ZIP or postal code for the lead.	Text	`caller_zip`
City	The city for the lead.	Text	`city`
Contact Company Name	The contact’s company name for the lead.	Text	`contact_company_name`
Contact Email Address	The contact’s email address for the lead.	Text	`contact_email_address`
Contact Name	The contact’s name for the lead.	Text	`contact_name`
Contact Phone Number	The contact’s phone number for the lead.	Text	`contact_phone_number`
Country	The country for this lead.	Text	`country`
Datasource Name	The name of the connected data source.	Text	Adriel-side
Date	The calendar date when the lead was created, converted to the datasource timezone.	Text	`date_created`
Date Created	Date and time when the lead was created in ISO 8601 format (UTC).	Text	`date_created`
Destination Number	The E.164 formatted destination number for the lead. Applicable to phone_call lead type.	Text	`destination_number`
Duplicate	Whether the lead is marked as a duplicate.	Text	`duplicate`
Is Quote	Whether the lead is identified as a quote.	Text	`is_quote`
Last updated	Date and time when the lead was last updated in ISO 8601 format (UTC).	Text	`last_updated`
Lead Content	The content associated with the lead.	Text	`lead_content`
Lead Id	Unique identifier for the lead.	Text	`lead_id`
Lead Medium	The traffic medium for the lead.	Text	`lead_medium`
Lead Score	The score for the lead.	Number	`lead_score`
Lead Source	The traffic source for the lead.	Text	`lead_source`
Lead State	The state for the lead.	Text	`lead_state`
Lead Status	The lead status, such as repeat or unique.	Text	`lead_status`
Lead Summary	Summary text from the lead analysis for the lead.	Text	`lead_analysis`
Lead Type	The lead type, such as appointment, chat, email, event, other, phone_call, text_message, transaction, or web_form.	Text	`lead_type`
Line Type	The caller line type. Applicable to phone_call and text_message lead types.	Text	`line_type`
Phone Name	The name of the tracking number. Applicable to phone_call and text_message lead types.	Text	`phone_name`
Phone Number	The phone number for this lead.	Text	`phone_number`
Play Recording	The URL used to play the call recording. Applicable to phone_call lead type.	Text	`play_recording`
Profile	The name of the profile.	Text	`profile`
Profile Id	Unique identifier for the profile.	Text	`profile_id`
Quotable	The quotable type for this lead: yes, no, pending, or not_set.	Text	`quotable`
Quote Value	The quote value for this lead.	Number	`quote_value`
Recording	Playable call recording for the lead. Applicable to phone_call lead type.	Text	Adriel-side
Row Count	The number of leads returned.	Number	Adriel-side
Sales Value	The sales value for this lead.	Number	`sales_value`
Spam	Whether the lead is marked as spam.	Text	`spam`
Spotted Keywords	The spotted keywords for the lead.	Text	`spotted_keywords`
State	The state for this lead.	Text	`state`
Tracking Number	The E.164 formatted tracking number for this lead. Applicable to phone_call and text_message lead types.	Text	`tracking_number`
Zip Code	The zip code for the lead.	Text	`zip`

Date Calculation

Metric	Description	Data type	API Key
Number Of Days In Current Month	The total number of days in the current calendar month.	Number	Adriel-side
Number Of Days Per Row	The number of days each row of the source represents.	Number	Adriel-side
Remaining Days	The number of days remaining in the selected period.	Number	Adriel-side
Total Duration In Days	The total number of days covered by the selected date range.	Number	Adriel-side

Breakdowns

WhatConverts fields

Breakdown	Description	API Key
Account	The account associated with the lead.	`account`
Account Id	Unique identifier for the account.	`account_id`
Answer Status	The answer status for the lead: Answered, No Answer, or Busy. Applicable to phone_call lead type.	`answer_status`
Call Duration Seconds	The duration of the call in seconds for the lead. Applicable to phone_call lead type.	`call_duration_seconds`
Call Status	The call status for the lead: In Progress or Completed. Applicable to phone_call lead type.	`call_status`
Call Transcription	The call transcription. Applicable to phone_call lead type.	`call_transcription`
Caller City	The caller’s city for the lead.	`caller_city`
Caller Country	The caller’s country for the lead.	`caller_country`
Caller Name	The caller’s name. Applicable to phone_call lead type.	`caller_name`
Caller Number	The E.164 formatted caller’s number for the lead. Applicable to phone_call and text_message lead type.	`caller_number`
Caller State	The caller’s state for the lead.	`caller_state`
Caller Zip	The caller’s ZIP or postal code for the lead.	`caller_zip`
City	The city for the lead.	`city`
Contact Company Name	The contact’s company name for the lead.	`contact_company_name`
Contact Email Address	The contact’s email address for the lead.	`contact_email_address`
Contact Name	The contact’s name for the lead.	`contact_name`
Contact Phone Number	The contact’s phone number for the lead.	`contact_phone_number`
Country	The country for this lead.	`country`
Date	The calendar date when the lead was created, converted to the datasource timezone.	`date_created`
Date Created	Date and time when the lead was created in ISO 8601 format (UTC).	`date_created`
Destination Number	The E.164 formatted destination number for the lead. Applicable to phone_call lead type.	`destination_number`
Duplicate	Whether the lead is marked as a duplicate.	`duplicate`
Is Quote	Whether the lead is identified as a quote.	`is_quote`
Last updated	Date and time when the lead was last updated in ISO 8601 format (UTC).	`last_updated`
Lead Content	The content associated with the lead.	`lead_content`
Lead Id	Unique identifier for the lead.	`lead_id`
Lead Medium	The traffic medium for the lead.	`lead_medium`
Lead Score	The score for the lead.	`lead_score`
Lead Source	The traffic source for the lead.	`lead_source`
Lead State	The state for the lead.	`lead_state`
Lead Status	The lead status, such as repeat or unique.	`lead_status`
Lead Type	The lead type, such as appointment, chat, email, event, other, phone_call, text_message, transaction, or web_form.	`lead_type`
Line Type	The caller line type. Applicable to phone_call and text_message lead types.	`line_type`
Phone Name	The name of the tracking number. Applicable to phone_call and text_message lead types.	`phone_name`
Phone Number	The phone number for this lead.	`phone_number`
Play Recording	The URL used to play the call recording. Applicable to phone_call lead type.	`play_recording`
Profile	The name of the profile.	`profile`
Profile Id	Unique identifier for the profile.	`profile_id`
Quotable	The quotable type for this lead: yes, no, pending, or not_set.	`quotable`
Quote Value	The quote value for this lead.	`quote_value`
Raw Data	Returns one row per lead with the raw lead fields available from WhatConverts.	Adriel-side
Recording	Playable call recording for the lead. Applicable to phone_call lead type.	Adriel-side
Sales Value	The sales value for this lead.	`sales_value`
Spam	Whether the lead is marked as spam.	`spam`
Spotted Keywords	The spotted keywords for the lead.	`spotted_keywords`
State	The state for this lead.	`state`
Tracking Number	The E.164 formatted tracking number for this lead. Applicable to phone_call and text_message lead types.	`tracking_number`
Zip Code	The zip code for the lead.	`zip`

General

Breakdown	Description	API Key
Datasource Name	Groups results by connected data source.	Adriel-side
No Grouping	Shows all results as a single combined group.	Adriel-side

Date

Breakdown	Description	API Key
Auto Time Breakdown	Automatically groups results by an appropriate time interval for the selected date range.	Adriel-side
Daily Breakdown	Groups results by calendar day.	Adriel-side
Monthly Breakdown	Groups results by calendar month.	Adriel-side
Quarterly Breakdown	Groups results by calendar quarter.	Adriel-side
Weekly Breakdown (Start: Mon)	Groups results by calendar week (Monday start).	Adriel-side
Yearly Breakdown	Groups results by calendar year.	Adriel-side

Limitations

Based on the current connector, WhatConverts has:

Single lead level — the connector exposes one row per lead; there is no separate architecture or account-summary level.
Lead Summary empty on the “All” breakdown — Lead Summary is a per-lead attribute extracted from each lead’s AI analysis, so it is intentionally returned as null when the dashboard breakdown is set to All.
Recording is a synthesized field — the Recording audio cell is constructed on demand from the asset ID and lead ID, so requesting Recording implicitly requests lead_id and play_recording from the cache.
Country returned as ISO alpha-2 — country values are normalized to ISO 3166-1 alpha-2 codes (for example, US, KR, GB); already-valid two-letter uppercase values pass through unchanged, and unrecognized values are returned as-is.
Invalid breakdown returns no rows — a breakdown that is not recognized returns an empty result set instead of an error.
401 auto-disconnect — a 401 response from WhatConverts is mapped to INVALID_CREDENTIALS and automatically disconnects the data source. Reconnect with a corrected API Token and API Secret after the cause is addressed in WhatConverts.
No deleted-data exclusion at source — leads removed in WhatConverts after import are not provided again on subsequent refreshes.

Introduction

Data refresh strategy

Architecture levels

Date range limits

Metrics

WhatConverts fields

Date Calculation

Breakdowns

WhatConverts fields

General

Date

Limitations

API references

See also

​Introduction

​Data refresh strategy

​Architecture levels

​Date range limits

​Metrics

​WhatConverts fields

​Date Calculation

​Breakdowns

​WhatConverts fields

​General

​Date

​Limitations

​API references

​See also

Introduction

Data refresh strategy

Architecture levels

Date range limits

Metrics

WhatConverts fields

Date Calculation

Breakdowns

WhatConverts fields

General

Date

Limitations

API references

See also