> ## Documentation Index
> Fetch the complete documentation index at: https://docs.adriel.com/llms.txt
> Use this file to discover all available pages before exploring further.
# Data reference
> Metrics, breakdowns, refresh cadence, and limits for the WhatConverts data source in Adriel.
## 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-sources/o-z/whatconverts/how-to-connect).
## 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 columns**
Code 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 columns**
Code 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.
## API references
* [WhatConverts API documentation](https://www.whatconverts.com/api/)
* [Leads endpoint](https://www.whatconverts.com/api/leads/)
* [Accounts endpoint](https://www.whatconverts.com/api/accounts/)
## See also
* [How to connect WhatConverts to Adriel](/data-sources/o-z/whatconverts/how-to-connect) (paired how-to)
* [CallRail data reference](/data-sources/a-f/callrail/data-reference) — for another call- and form-tracking source
* [ActiveCampaign data reference](/data-sources/a-f/active-campaign/data-reference) — for tying leads to email and CRM automation