# Customizing Conversion Criteria

## Overview

Conversions are the foundation of accurate revenue reporting in Retreaver. They define **when a call is considered successful** and determine how payouts and revenue are calculated for publishers and buyers.

Traditionally, conversions are **time-based**, meaning if a caller speaks with an agent for longer than a specified duration, the call is automatically marked as successfully converted. This event is processed using a **conversion trigger**, which feeds reporting, billing, and performance metrics.

Retreaver supports multiple conversion trigger types, allowing you to customize how success is measured across different call flows, partners, and scenarios.

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## Default Conversion Criteria

If you are not using Split Conversions, the **Campaign Conversion Criteria** runs by default.

This means that the same conversion rules apply to **all calls routed through the campaign**. A conversion is triggered once the call duration exceeds the configured threshold.

**Example:**
- A call lasts longer than **90 seconds**
- The conversion is triggered automatically
- The Publisher receives a **$10 payout**
- The Buyer is charged **$20 in revenue**

This default setup is suitable when all calls within a campaign follow the same success criteria.

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## Overriding Default Conversion Criteria

You can override the campaign's default conversion criteria by creating **additional criteria tied to tags**.

This allows specific calls to follow different payout and revenue rules based on defined conditions, such as the traffic source or offer type.

**Example:**
- Incoming calls tagged with `Credit_Offer:yes`
- Conversion triggers after **2 minutes**
- Publisher payout increases to **$15**
- Buyer revenue increases to **$30**

Overrides are useful when different partners, offers, or call types require unique conversion logic.

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## Postback Conversions

In addition to timer-based triggers, conversions can be triggered via **postback events**.

Postback conversions allow external systems — such as buyers or endpoints — to notify Retreaver when a conversion has occurred.

This is commonly used when:
- Conversion success is determined outside of call duration
- Additional qualification or downstream actions are required

For setup details, refer to the **Buyer Postback Guide**, specifically the section titled
**"Informing Retreaver of a conversion."**

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## Split Conversions

Split Conversions allow you to track **Publisher and Buyer conversions independently**.

This enables more granular reporting by separating payouts and revenue across:
- Services
- Products
- Geographies
- Any other conversion dimension you need to measure

**Split Conversions are turned off by default** and must be enabled by Retreaver Support to prevent misuse and confusion for new users.

Once enabled, you can define **Publisher-specific and Buyer-specific conversion criteria** that override the campaign default and trigger independently of each other.

**Example scenario:**
- Publisher conversion triggers at **30 seconds**
- Buyer conversion triggers at **90 seconds**
- Each conversion is evaluated separately

This configuration is useful when success definitions differ between traffic sources and buyers.

> [!IMPORTANT]
> Split conversions can impact reporting accuracy.
>
> If a call converts for a Publisher but not for a Buyer, the call may be reported as a loss since no buyer revenue was recorded.
>
> To prevent this, add the following tag to the Publisher conversion criteria: `Receivable:true`
>
> This ensures the Publisher conversion only triggers if the call was successfully processed by a Buyer.

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## Multi Call Conversions

Multi Call Conversions are designed for scenarios where a **primary call converts based on the duration of a secondary call**, most commonly during warm transfers.

This trigger type only works if **both calls are processed within the Retreaver platform**.

**How it works:**
1. A caller connects to Retreaver
2. The call is transferred to a warm transfer agent
3. The agent transfers the call back into Retreaver
4. A secondary downstream call is created
5. Conversion eligibility is evaluated using both calls

To configure this:
- Create a new conversion criteria
- Change the trigger type from **Timer** to **Multicall**

You can control eligibility using:
- **Matches** — conditions applied to the first call
- **Secondary Call Matches** — conditions applied to the second call