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At first glance, purchase intent and conversions may sound similar, but they represent fundamentally different levels of insight.

• Purchase Intent measures click-outs from an ad, page or website as an indicator of ecommerce interest.

• Conversions measure retailer transactions (orders) that occur as a direct result of those clicks.

In simple terms: purchase intent measures clicks, while conversions measure transactions.

ChannelSight reports on both metrics as standard within its dashboards. But, how you use them should depend on your campaign objectives.

When Purchase Intent Is Useful

Purchase intent is a strong indicator of brand content performance. Whether on a landing page or website, it shows that your web experience is successfully driving engagement. When combined with click-through rate (CTR), it helps brands understand the efficiency of their content and audience targeting.

This is particularly valuable for broad, upper-funnel campaigns where engagement signals are used to optimize programmatic buying. However, while clicks indicate interest, they do not reveal actual purchasing behavior.

Why Conversions Matter More

By leveraging retailer sales data, ChannelSight goes beyond engagement metrics. Unlike competitors that rely solely on clicks, ChannelSight provides visibility into both:

• The clicks you generate, and

• The transactions those clicks convert into

This unlocks additional, critical metrics such as revenue, conversion rate and ROAS, extending the standard funnel beyond engagement into true commercial performance. Brands can move from simply identifying content improvements to understanding real return on investment and even gaining insight into basket composition.

From Click-Based Funnels to Transactional Funnels

In an engagement funnel, the journey typically stops at CTR.  

In a transactional funnel, clicks remain the same, but they are enriched with retailer transaction data.

This shift allows brands to make informed decisions on campaign spend, channel mix and optimization based on sales outcomes, not just page analytics.

How Do We Deliver This Level of Granularity?

ChannelSight enables a transactional funnel across brands and markets through two core capabilities:

1. The largest retailer performance network
Over 1,500 retailer data integrations enable performance data to flow directly from retailers to ChannelSight.

2. Predictive analytics for non-integrated retailers
Machine learning models estimate transaction performance where direct retailer data is not available.

As a result, brands gain a far clearer view of conversion performance across all campaigns, moving beyond click-based optimization to decisions grounded in real purchasing behavior.