#Project mode – leads, shop or both

Every project has a mode (Einstellungen › Projekt, or the preset wizard: „Was passiert auf Deiner Website?“). Changing it never changes data – only views, columns and the reporting rule follow it.

Lead qualification (leadQualification, leads only) enables the status „Disqualifiziert“ and the qualified-lead metrics (Lead qualification). Templates set sensible defaults: e-commerce → shop without qualification; clinic, real estate, B2B and coaching → leads with qualification. The former „A/B“ column is gone – the quiz grade is a hint, not a metric.

#Reporting rule per mode

• Leads: one person = one lead conversion, for good (repeat inquiries do not count again). A closing („Angebot angenommen“, status „Kunde“) is reported to ad platforms at most once per lead – the first trigger wins, further ones are skipped as closing_already_reported („übersprungen: Abschluss für diesen Lead bereits gemeldet“).
• Shop: every purchase is its own conversion and is reported every time, repeat purchases of the same person included. Deduplication only by order id (duplicate_order).

Send purchases with the SDK event purchase (value, currency, order_id, optional items) or server-side with POST /v1/projects/{project}/purchases (secret key, conversions:write, idempotent per order id); refunds with POST /v1/projects/{project}/purchases/refunds – revenue is reported net of refunds, the conversion stays.

#Counting rule

attributionModel (default last_click) is the project's counting rule for leads per source. Every insights, ads and MCP endpoint that takes model uses it when the parameter is absent; an explicit model stays a temporary override (for comparing rules in place).

#Changing the mode

GET /v1/projects/{project}/mode-preview?mode=shop&lead_qualification=false shows what changes: the current and the new columns, added and removed metrics, the reporting rule and the last 30 days' numbers under both. Save with PATCH /v1/projects/{project} (settings.mode, settings.leadQualification, settings.attributionModel); every change is audited and annotated in the time series.

#In the dashboard

• Einstellungen › Projekt („Was passiert auf Deiner Website?“, project:admin) changes mode, lead qualification and counting rule in small steps. Every step shows the preview „So ändern sich Deine Spalten und Zahlen“ for the last 30 days and the reporting rule in words; the counting-rule step shows leads per source under the current and the new rule. Saving is conflict-safe: if someone saved in between, the page says „Inzwischen geändert – neu laden“. Lead qualification is disabled in shop mode (purchases have nothing to disqualify).
• The header has no counting-rule switch any more. Pulse and the other views say „Gezählt nach „Letzter Klick“ (Einstellung ändern)“ – the link only for roles that may change the setting. An old or shared link with ?model= still works as a temporary override and shows as the chip „Zählweise: Erster Kontakt (vorübergehend) ד; × goes back to the project's rule.
• Pulse, cockpit, recommendations, weekly and client reports follow the mode: „Woher Deine Leads kommen“ becomes „Woher Dein Umsatz kommt“ in a shop, mixed projects show both groups apart, and the cockpit never adds leads and purchases into one number. A shop without purchases yet shows how to send them; without ad costs there is no ROAS („Ohne Kosten kein ROAS“) and a link to connect the ad account.
• Budget recommendations judge cost per qualified lead (leads with qualification) or ROAS and cost per purchase (shop). Paused, rejected or deleted campaigns and ads never get „Leg nach“. With lead qualification, a campaign with at least 5 leads of which 30 % or more are disqualified gets „32 % der Leads aus Kampagne X passen nicht – häufigster Grund: …“, marked as a small sample below 15 leads.
• Templates set the defaults: E-Commerce → shop; B2B, clinic, real estate and coaching → leads with qualification. The project wizard and the preset wizard (step „Conversions/Qualifizierung“) ask the mode question; the reasons themselves live under Einstellungen › Qualifizierung.