AI · Conversion Drivers

Conversion Drivers is our predictive AI model that calculates what drives conversion to your website. We offer 2 options for delivering the data:

Use our Digital Analytics module
You can use our Digital Analytics module to track all the necessary data and send it to your data lake.
Bring Your Own Data
With bring your own data, you can develop the dataset yourself and share it with us. Please get in touch with us to discuss the best way to share the data securely.

Digital Analytics

If you decide to use our Digital Analytics module, you can track all the necessary data and send it to your data lake. You configure a client in app.onesecondbefore.com, get the page tag and implement it on your website. After placing the page tag you usually have to wait for about 4 to 6 weeks before we have collected enough data to come with sensible conclusions. Read more about Digital Analytics here.

Bring Your Own Data

If you decide to bring your own data, you can deliver us the data and we calculate it for you.

Data Fields

All datasets must contain the following fields for correct processing and analysis:

field	type	required	description
`user_id`	string	yes	Contains the user ID. This is the unique identifier for a user. Please don't use email addresses or other PII data. An anonymous user ID is sufficient.
`tstamp`	timestamp	yes	Contains the timestamp of the hit in the local timezone (e.g. Central European Time or Pacific Standard Time). Please be as granular as needed to rank the hits correct on a journey timeline. This is especially useful if the hits are close to each other in time.
`conversion`	boolean	yes	Contains if this hit or touchpoint is a conversion or not.
`conversion_id`	string	no	Contains a unique identifier for the conversion. This is useful for deduplication.

Predictive Fields

All the fields below are optional and are used to enable you with ideas on what to put in the dataset. Rule of thumb is that everything that you think might have any predictive value, should be put in the list. There is really no limit here!

field	description
`Hit type`	Contains the type of hit, e.g. pageview or event. This is useful to distinguish between different types of hits.
`Marketing medium`	Contains the medium, like Paid Search or Organic Social or Direct.
`Marketing source`	Contains the marketing source, like Google or Meta.
`Marketing campaign`	Contains the campaign code, like spring2025. Leave empty if not applicable.
`Marketing content`	Contains the campaign content, like e.g. link_below. Leave empty if not applicable.
`Marketing keyword`	Contains the campaign keyword, used by Paid Search. Leave empty if not applicable.
`Page URL`	Contains the URL of the page.
`Event Category`	Contains the category of the event.
`Event Action`	Contains the action of the event.
`Event Label`	Contains the label of the event.
`Event Value`	Contains the value of the event.
`Event Interaction`	Contains if the event should be sessionized or not.
`Browser Name`	Name of the browser
`Browser Version`	Version of the browser
`Operating System`	Operating System name
`Operating System Version`	Operating System version
`Session Number`	Number of the session
`Page Number`	Number of the Pageview in the session
`Hit Number`	Number of the Hit in the session
`Subscription`	Type of subscription to your service (if any)
`Anything else you can think of!`	You are free to enrich the dataset with anything that you think might have an influence on conversion behaviour. We can tell you if it has or hasn't!