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

How to read the columnsCode style like lead_id is the literal WhatConverts API field name. Italic text describes how a value is produced when it doesn’t map cleanly to a single WhatConverts field or when it’s derived by Adriel.Data type vocabulary: Number, Currency, Percentage, Ratio, Duration, Date, Text, URL, Array, Boolean.

Leads & volume

Metric	Description	Data type	API Key
Lead ID	Unique identifier for the lead.	Text	`lead_id`
Account ID	Unique identifier for the account.	Number	`account_id`
Profile ID	Profile identifier (agency-key only).	Number	`profile_id`
Profile	Profile name.	Text	`profile`
Date created	Lead creation timestamp (ISO 8601, UTC).	Date	`date_created`
Last updated	Last update timestamp (ISO 8601, UTC).	Date	`last_updated`
Lead type	`appointment`, `chat`, `email`, `event`, `other`, `phone_call`, `text_message`, `transaction`, or `web_form`.	Text	`lead_type`
Lead status	`repeat` or `unique`.	Text	`lead_status`
Lead state	State assigned to the lead in WhatConverts.	Text	`lead_state`
Lead score	Numeric score assigned to the lead.	Number	`lead_score`
Lead content	Content of the lead.	Text	`lead_content`
Lead Summary	AI-generated summary of the lead.	Text	Extracted from `lead_analysis`
Duplicate	True if the lead is a duplicate.	Boolean	`duplicate`
Spam	True if the lead is marked as spam.	Boolean	`spam`
Quotable	`yes`, `no`, `pending`, or `not_set`.	Text	`quotable`

Conversions & value

Metric	Description	Data type	API Key
Sales value	Sales value attributed to the lead.	Currency	`sales_value`
Quote value	Quote value attributed to the lead.	Currency	`quote_value`

Lead sources & attribution

Metric	Description	Data type	API Key
Lead source	Traffic source for the lead.	Text	`lead_source`
Lead medium	Traffic medium for the lead.	Text	`lead_medium`

Call, form & chat activity

Applicable to phone_call and, where noted, text_message leads.

Metric	Description	Data type	API Key
Caller name	Caller’s name.	Text	`caller_name`
Caller number	Caller’s number in E.164 format.	Text	`caller_number`
Tracking number	Tracking number in E.164 format.	Text	`tracking_number`
Destination number	Destination number in E.164 format.	Text	`destination_number`
Phone name	Name of the tracking number used.	Text	`phone_name`
Line type	Line type of the caller.	Text	`line_type`
Call duration (seconds)	Length of the call in seconds.	Duration	`call_duration_seconds`
Call status	`In Progress` or `Completed`.	Text	`call_status`
Answer status	`Answered`, `No Answer`, or `Busy`.	Text	`answer_status`
Call transcription	Transcription of the call.	Text	`call_transcription`
Spotted keywords	Keywords detected on the call.	Text	`spotted_keywords`
Play recording	URL of the raw call recording.	URL	`play_recording`
Recording	Playable audio cell served through an Adriel proxy.	URL	Derived from `lead_id` and `play_recording`

Caller & geography

Metric	Description	Data type	API Key
Contact name	Contact’s name.	Text	`contact_name`
Contact company name	Contact’s company.	Text	`contact_company_name`
Contact email address	Contact’s email address.	Text	`contact_email_address`
Contact phone number	Contact’s phone number.	Text	`contact_phone_number`
Phone number	Phone number on the lead.	Text	`phone_number`
Country	Country for the lead, normalized to an ISO 3166-1 alpha-2 code.	Text	`country`
State	State for the lead.	Text	`state`
City	City for the lead.	Text	`city`
Zip code	Zip code for the lead.	Text	`zip`

Breakdowns

How to read the columnsCode style like lead_type is the literal WhatConverts API field name. Italic text describes a grouping produced by Adriel rather than returned by WhatConverts.

Leads & volume

Breakdown	Description	API Key
Lead ID	Group by unique lead identifier.	`lead_id`
Account ID	Group by account identifier.	`account_id`
Profile ID	Group by profile identifier (agency-key only).	`profile_id`
Profile	Group by profile name.	`profile`
Date created	Group by lead creation timestamp.	`date_created`
Last updated	Group by last-update timestamp.	`last_updated`
Lead type	Group by lead type.	`lead_type`
Lead status	Group by repeat or unique status.	`lead_status`
Lead state	Group by lead state.	`lead_state`
Lead score	Group by numeric lead score.	`lead_score`
Lead content	Group by lead content.	`lead_content`
Lead Summary	Group by AI-generated lead summary.	Extracted from `lead_analysis`
Duplicate	Group by duplicate flag.	`duplicate`
Spam	Group by spam flag.	`spam`
Quotable	Group by quotable status.	`quotable`

Conversions & value

Breakdown	Description	API Key
Sales value	Group by attributed sales value.	`sales_value`
Quote value	Group by attributed quote value.	`quote_value`
Is quote	Group by whether the lead carries a quote.	`is_quote`

Lead sources & attribution

Breakdown	Description	API Key
Lead source	Group by traffic source.	`lead_source`
Lead medium	Group by traffic medium.	`lead_medium`

Call, form & chat activity

Breakdown	Description	API Key
Caller name	Group by caller’s name.	`caller_name`
Caller number	Group by caller’s number.	`caller_number`
Tracking number	Group by tracking number.	`tracking_number`
Destination number	Group by destination number.	`destination_number`
Phone name	Group by tracking-number name.	`phone_name`
Line type	Group by caller line type.	`line_type`
Call duration (seconds)	Group by call length in seconds.	`call_duration_seconds`
Call status	Group by call status.	`call_status`
Answer status	Group by answer status.	`answer_status`
Call transcription	Group by call transcription.	`call_transcription`
Spotted keywords	Group by keywords detected on the call.	`spotted_keywords`
Play recording	Group by raw recording URL.	`play_recording`
Recording	Group by the proxied recording cell.	Derived from `lead_id` and `play_recording`

Caller & geography

Breakdown	Description	API Key
Contact name	Group by contact’s name.	`contact_name`
Contact company name	Group by contact’s company.	`contact_company_name`
Contact email address	Group by contact’s email address.	`contact_email_address`
Contact phone number	Group by contact’s phone number.	`contact_phone_number`
Phone number	Group by phone number on the lead.	`phone_number`
Country	Group by ISO 3166-1 alpha-2 country code.	`country`
State	Group by state.	`state`
City	Group by city.	`city`
Zip code	Group by zip code.	`zip`
Caller city	Group by caller’s city.	`caller_city`
Caller state	Group by caller’s state.	`caller_state`
Caller country	Group by caller’s country.	`caller_country`
Caller zip	Group by caller’s zip code.	`caller_zip`

Time & grouping

These groupings are provided by Adriel rather than returned by WhatConverts.

Breakdown	Description
Auto Time Breakdown	Automatically picks the best time granularity for the date range.
No Grouping	Return a single total with no grouping applied.
Datasource Name	Group by the name of the Adriel data source.
Raw Data	Group by the full underlying lead payload.
Daily	Split reports by day.
Weekly (Start: Mon)	Split reports by ISO week, starting Monday.
Monthly	Split reports by calendar month.
Quarterly	Split reports by calendar quarter.
Yearly	Split reports by calendar year.

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

Leads & volume

Conversions & value

Lead sources & attribution

Call, form & chat activity

Caller & geography

Breakdowns

Leads & volume

Conversions & value

Lead sources & attribution

Call, form & chat activity

Caller & geography

Time & grouping

Limitations

API references

See also

​Introduction

​Data refresh strategy

​Architecture levels

​Date range limits

​Metrics

​Leads & volume

​Conversions & value

​Lead sources & attribution

​Call, form & chat activity

​Caller & geography

​Breakdowns

​Leads & volume

​Conversions & value

​Lead sources & attribution

​Call, form & chat activity

​Caller & geography

​Time & grouping

​Limitations

​API references

​See also

Introduction

Data refresh strategy

Architecture levels

Date range limits

Metrics

Leads & volume

Conversions & value

Lead sources & attribution

Call, form & chat activity

Caller & geography

Breakdowns

Leads & volume

Conversions & value

Lead sources & attribution

Call, form & chat activity

Caller & geography

Time & grouping

Limitations

API references

See also