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Amy - what is the conversion metric in all of your screen shots?  I am under the impression that most of String's data is derived from Google Analytics, so I've been assuming conversion means simply that the visitor converted to another webpage within that website and not that the visitor converted to a lead, call, or in-store visit. 


A lurker asked me whether this is "lead conversion" as "Conversion" is traditionally defined this way.  I just want to answer that person appropriately.