> ## Documentation Index
> Fetch the complete documentation index at: https://shortpen.com/docs/llms.txt
> Use this file to discover all available pages before exploring further.

> Learn how ShortPen tracks clicks, events, and conversions to measure campaign performance accurately.

# Understanding events and conversions in ShortPen

**Short answer:** clicks and QR scans are tracked automatically. **Events** are actions you decide to track (e.g., signup, add to cart). A **conversion** is just an event that you treat as a business outcome (e.g., purchase).

<Note>
  To track events/conversions, you must install the [ShortPen Pixel](/key-concepts/pixel-overview) and [enable event tracking](/link-management/links-settings/enabling-event-tracking) on relevant links.
</Note>

## Key definitions

1. **Clicks and scans (automatic)**

   ShortPen records link clicks and QR scans out of the box, no setup required. Use these to understand traffic volume and sources.
2. **Event or Conversion**

   Any post-click (or post-scan) action you choose to measure, such as “Form submitted,” “Checkout started,” or “Trial started.” <u>You define these. They are not automatic</u>.

## What counts as an event vs a conversion?

* **Event:** any post-click (or post-scan) action you choose to measure, such as “Form submitted,” “Checkout started,” or “Trial started.”
* **Conversion:** a business-oriented event (e.g., purchase, qualified lead). In ShortPen, conversions are events you treat as success metrics. The platform records them the same way, your analytics and reports label and aggregate them as outcomes.

<Tip>
  Events are actions you decide to track (signups, purchases, etc.). Conversions are simply events that count as results for your business.
</Tip>

## How events are captured in ShortPen

ShortPen records events from **multiple sources**:

* [URL-Triggered Events](/event-tracking/manage-events/url-triggered-events)

  Fire when a visitor reaches a specific page (e.g., `/thank-you`). Ideal for simple flows and thank-you pages.
* [Code-Triggered Events](/event-tracking/manage-events/code-triggered-events)

  Fire via a JavaScript call at the exact moment something happens (e.g., Add to Cart” Subscription Activated). Best for single-page apps, modal forms, or steps without a dedicated URL.
* **Integration-sourced events (automatic)**

  Some integrations (e.g., [Shopify](/event-tracking/shortpen-pixel/pixel-shopify-installation)) install the Pixel and **map common e-commerce events like Add to Cart, Checkout, Purchase automatically**.

## What powers event & conversion tracking

* [ShortPen Pixel](/key-concepts/pixel-overview). The lightweight script that receives events and ties them to your analytics. Required for events/conversions. Clicks and QR scans work without it.
* [Event Tracking toggle](/link-management/links-settings/enabling-event-tracking) **on the link** . Enable it on links you want to attribute conversions to. You’ll see the toggle when the destination domain matches an installed Pixel.

## Where you’ll see conversions in ShortPen

* [Per-link view](/analytics/link-level-analytics/link-conversion-analytics)

  See conversions tied to a specific link alongside its traffic metrics. Great for evaluating one campaign or asset.
* [Workspace-level analytics](/analytics/workspace-level-analytics/workspace-conversion-analytics)

  Analyze conversions across many links. Filter by folder, tags, or campaigns to compare performance.

## FAQ

<AccordionGroup>
  <Accordion title="Are conversions different from events?">
    No. Conversions are simply events with business value, your key performance indicators (KPIs).
  </Accordion>

  <Accordion title="Do I need the Pixel if I only care about clicks?">
    No. Clicks and QR scans are tracked automatically. The Pixel is only required if you want to capture events or conversions.
  </Accordion>

  <Accordion title="Will events fill past data after I create them?">
    No. Events are not retroactive. Tracking starts from the moment they’re created and active.
  </Accordion>
</AccordionGroup>

## Related links

* [What Is the ShortPen Pixel](/key-concepts/pixel-overview)
* [How to create URL-Triggered events in ShortPen](/event-tracking/manage-events/url-triggered-events)
* [How to create Code-Triggered events in ShortPen](/event-tracking/manage-events/code-triggered-events)
* [How to test ShortPen events with the Event Testing Panel](/event-tracking/manage-events/events-testing)
* [How to enable Event Tracking on a ShortPen link](/link-management/links-settings/enabling-event-tracking)
* [How to analyze conversions across ShortPen workspaces](/analytics/workspace-level-analytics/workspace-conversion-analytics)