{"id":6829,"date":"2026-03-23T14:08:47","date_gmt":"2026-03-23T14:08:47","guid":{"rendered":"https:\/\/www.wizbrand.com\/tutorials\/conversion-event\/"},"modified":"2026-03-23T14:08:47","modified_gmt":"2026-03-23T14:08:47","slug":"conversion-event","status":"publish","type":"post","link":"https:\/\/www.wizbrand.com\/tutorials\/conversion-event\/","title":{"rendered":"Conversion Event: What It Is, Key Features, Benefits, Use Cases, and How It Fits in Analytics"},"content":{"rendered":"\n

A Conversion Event<\/strong> is the moment a user completes an action that matters to your business\u2014such as a purchase, lead submission, trial signup, booked demo, or even a qualified engagement step. In Conversion & Measurement<\/strong>, defining and tracking each Conversion Event is how teams turn marketing activity into measurable outcomes. In Analytics<\/strong>, it becomes the key data point that connects traffic, campaigns, and user behavior to real revenue or business value.<\/p>\n\n\n\n

Modern marketing teams operate across many channels and devices, often with longer and more complex customer journeys. A well-defined Conversion Event strategy gives you a shared language for performance, a reliable way to evaluate ROI, and a practical framework for optimization. Without it, you may still collect data\u2014but you can\u2019t confidently answer the most important questions: \u201cWhat worked, why did it work, and what should we do next?\u201d<\/p>\n\n\n\n

What Is Conversion Event?<\/h2>\n\n\n\n

A Conversion Event<\/strong> is a tracked action that indicates progress toward\u2014or completion of\u2014a desired business outcome. It\u2019s \u201cthe event you count\u201d when evaluating marketing and product effectiveness.<\/p>\n\n\n\n

At a beginner level, think of it as the finish line<\/em> for a campaign goal. In practice, it can also represent a key step along the path to revenue, such as:<\/p>\n\n\n\n

    \n
  • Completing checkout (purchase)<\/li>\n
  • Submitting a contact form (lead)<\/li>\n
  • Starting a free trial (activation)<\/li>\n
  • Calling from a mobile click-to-call button (high-intent inquiry)<\/li>\n
  • Downloading a pricing PDF (consideration signal)<\/li>\n<\/ul>\n\n\n\n

    The core concept is intentionality: a Conversion Event is not just any interaction. It is an interaction that your organization has agreed is meaningful enough to measure, optimize, and report.<\/p>\n\n\n\n

    From a business perspective, Conversion Event definitions translate strategy into numbers. They allow you to connect costs (ads, content, tools, labor) to outcomes (revenue, pipeline, retention, customer lifetime value).<\/p>\n\n\n\n

    In Conversion & Measurement<\/strong>, a Conversion Event is the unit of success. In Analytics<\/strong>, it\u2019s the unit of evidence\u2014used to attribute performance, segment audiences, and evaluate experiments.<\/p>\n\n\n\n

    Why Conversion Event Matters in Conversion & Measurement<\/h2>\n\n\n\n

    A Conversion Event matters because it sets the standard for what \u201csuccess\u201d means. When teams lack clear Conversion Event definitions, reporting becomes inconsistent and optimization becomes guesswork.<\/p>\n\n\n\n

    Key reasons it\u2019s strategically important in Conversion & Measurement<\/strong>:<\/p>\n\n\n\n

      \n
    • Aligns teams on goals:<\/strong> Marketing, sales, product, and leadership can agree on what counts and what doesn\u2019t.<\/li>\n
    • Improves budget decisions:<\/strong> Spending can be shifted toward channels and campaigns that produce meaningful Conversion Event volume and quality.<\/li>\n
    • Enables optimization loops:<\/strong> You can test creatives, landing pages, offers, and audiences and learn from the results inside Analytics<\/strong>.<\/li>\n
    • Reduces vanity metrics:<\/strong> Clicks and impressions have context only when tied to a Conversion Event that reflects real value.<\/li>\n
    • Creates competitive advantage:<\/strong> Organizations that measure the right Conversion Event signals learn faster and scale what works.<\/li>\n<\/ul>\n\n\n\n

      Ultimately, strong Conversion Event planning turns Analytics<\/strong> into a decision system\u2014not just a reporting system.<\/p>\n\n\n\n

      How Conversion Event Works<\/h2>\n\n\n\n

      A Conversion Event is conceptual, but it becomes operational through a practical workflow that connects user behavior to measurable outcomes:<\/p>\n\n\n\n

        \n
      1. \n

        Trigger (user action)<\/strong>\n – A user completes an action on a website, app, or offline touchpoint (e.g., a form submit, purchase, phone call, in-store visit tied to a campaign).<\/p>\n<\/li>\n

      2. \n

        Collection (instrumentation)<\/strong>\n – The action is captured through tracking methods such as event tags, server-side events, SDKs, call tracking, or CRM updates. At this step, the Conversion Event is defined with parameters (e.g., value, product category, lead type).<\/p>\n<\/li>\n

      3. \n

        Processing (validation and normalization)<\/strong>\n – Data is cleaned, deduplicated, and mapped to consistent naming. Governance rules decide which events qualify (e.g., filter internal traffic, remove test orders). This is where Conversion & Measurement<\/strong> quality is won or lost.<\/p>\n<\/li>\n

      4. \n

        Application (analysis and activation)<\/strong>\n – In Analytics<\/strong>, the Conversion Event is used for attribution, funnel analysis, cohort comparisons, and experimentation. It can also be used to optimize ad delivery, build remarketing audiences, and trigger automation.<\/p>\n<\/li>\n

      5. \n

        Outcome (decision and iteration)<\/strong>\n – Teams adjust spend, messaging, UX, and targeting based on what produces the best Conversion Event outcomes\u2014volume, efficiency, and quality.<\/p>\n<\/li>\n<\/ol>\n\n\n\n

        Key Components of Conversion Event<\/h2>\n\n\n\n

        A reliable Conversion Event setup typically includes these components:<\/p>\n\n\n\n

        1) Clear definitions and documentation<\/h3>\n\n\n\n
          \n
        • What exactly counts as the Conversion Event?<\/li>\n
        • Where does it occur (site, app, offline)?<\/li>\n
        • What is the primary goal vs micro-goals?<\/li>\n
        • What values\/parameters should be captured?<\/li>\n<\/ul>\n\n\n\n

          2) Tracking and data collection systems<\/h3>\n\n\n\n
            \n
          • Tag management processes (to deploy and control event tags)<\/li>\n
          • Website\/app event tracking<\/li>\n
          • Server-side tracking or APIs where appropriate<\/li>\n
          • CRM and backend systems that confirm downstream outcomes (qualified lead, closed-won)<\/li>\n<\/ul>\n\n\n\n

            3) Data model and taxonomy<\/h3>\n\n\n\n
              \n
            • Consistent naming conventions for events<\/li>\n
            • Standard parameters (currency, value, lead source, product)<\/li>\n
            • Version control and change management to avoid breaking reporting<\/li>\n<\/ul>\n\n\n\n

              4) Governance and ownership<\/h3>\n\n\n\n

              In Conversion & Measurement<\/strong>, ownership matters:\n– Marketing defines goals and reporting needs\n– Analytics\/BI defines data standards and validation\n– Developers implement and maintain instrumentation\n– Sales\/RevOps validates lead quality and pipeline mapping<\/p>\n\n\n\n

              5) Measurement frameworks<\/h3>\n\n\n\n
                \n
              • Funnel definitions and stages<\/li>\n
              • Attribution approach<\/li>\n
              • Experimentation rules (A\/B testing, holdouts)<\/li>\n
              • Reporting cadence and KPI targets<\/li>\n<\/ul>\n\n\n\n

                Types of Conversion Event<\/h2>\n\n\n\n

                While \u201cConversion Event\u201d is a broad concept, teams commonly distinguish events by intent and business impact:<\/p>\n\n\n\n

                Macro vs micro Conversion Event<\/h3>\n\n\n\n
                  \n
                • Macro:<\/strong> Directly tied to revenue or pipeline (purchase, booked demo, trial start, subscription).<\/li>\n
                • Micro:<\/strong> Indicates progress (add to cart, sign up for newsletter, view pricing page, watch product video).<\/li>\n<\/ul>\n\n\n\n

                  Primary vs secondary Conversion Event<\/h3>\n\n\n\n
                    \n
                  • Primary:<\/strong> The main KPI used for optimization and executive reporting.<\/li>\n
                  • Secondary:<\/strong> Supporting events used for diagnosing performance and improving the funnel.<\/li>\n<\/ul>\n\n\n\n

                    Online vs offline Conversion Event<\/h3>\n\n\n\n
                      \n
                    • Online:<\/strong> Completed on a digital property (checkout, form submit).<\/li>\n
                    • Offline:<\/strong> Completed in real life but tied back through Analytics<\/strong> and CRM (closed deal, store visit, phone sale).<\/li>\n<\/ul>\n\n\n\n

                      Immediate vs delayed Conversion Event<\/h3>\n\n\n\n
                        \n
                      • Immediate:<\/strong> Happens in-session (purchase).<\/li>\n
                      • Delayed:<\/strong> Occurs after a longer cycle (lead becomes SQL or customer), requiring lifecycle measurement in Conversion & Measurement<\/strong>.<\/li>\n<\/ul>\n\n\n\n

                        Real-World Examples of Conversion Event<\/h2>\n\n\n\n

                        Example 1: Ecommerce purchase and revenue value<\/h3>\n\n\n\n

                        A retailer defines a Conversion Event as \u201cOrder Completed\u201d and captures:\n– Order value, currency, items, coupon usage, shipping method\nIn Analytics<\/strong>, they compare Conversion Event rate by channel and device and discover mobile traffic converts well only when express checkout is available. In Conversion & Measurement<\/strong>, they prioritize UX changes and shift ad spend toward campaigns with higher revenue per session.<\/p>\n\n\n\n

                        Example 2: B2B lead generation with qualification<\/h3>\n\n\n\n

                        A SaaS company tracks \u201cLead Form Submitted\u201d as a Conversion Event, but also records:\n– Company size, role, product interest, lead source\nThey later map that event to CRM stages (MQL \u2192 SQL \u2192 Closed). In Analytics<\/strong>, they learn that a campaign produces many leads but few SQLs, so they update targeting and landing page messaging to improve lead quality\u2014an essential Conversion & Measurement<\/strong> improvement.<\/p>\n\n\n\n

                        Example 3: Local services with phone-call conversions<\/h3>\n\n\n\n

                        A service business treats \u201cQualified Phone Call (60+ seconds)\u201d as a Conversion Event. Calls are attributed back to campaigns and landing pages. In Analytics<\/strong>, they identify that certain keywords drive short calls (low intent) while others drive longer calls (high intent). In Conversion & Measurement<\/strong>, they refine bids and ad copy around the higher-intent terms.<\/p>\n\n\n\n

                        Benefits of Using Conversion Event<\/h2>\n\n\n\n

                        A well-managed Conversion Event framework delivers tangible improvements:<\/p>\n\n\n\n

                          \n
                        • Better performance optimization:<\/strong> You can improve landing pages and offers based on what drives meaningful outcomes, not just clicks.<\/li>\n
                        • More efficient spending:<\/strong> Budgets shift toward sources that produce higher-quality Conversion Event results.<\/li>\n
                        • Faster learning cycles:<\/strong> With consistent event definitions, tests produce clearer insights in Analytics<\/strong>.<\/li>\n
                        • Improved customer experience:<\/strong> Reducing friction at key event points (checkout, signup) improves outcomes while helping users.<\/li>\n
                        • Stronger reporting credibility:<\/strong> Stakeholders trust dashboards when Conversion & Measurement rules are documented and stable.<\/li>\n<\/ul>\n\n\n\n

                          Challenges of Conversion Event<\/h2>\n\n\n\n

                          Conversion Event measurement can fail for predictable reasons:<\/p>\n\n\n\n

                            \n
                          • Ambiguous definitions:<\/strong> If \u201clead\u201d isn\u2019t defined, teams optimize for volume instead of value.<\/li>\n
                          • Technical implementation gaps:<\/strong> Events may not fire reliably across browsers, devices, or app versions.<\/li>\n
                          • Deduplication issues:<\/strong> The same Conversion Event may be counted multiple times (e.g., page reloads, multiple tags).<\/li>\n
                          • Attribution limitations:<\/strong> In Analytics<\/strong>, channel credit can be uncertain due to cross-device behavior and privacy constraints.<\/li>\n
                          • Data privacy and consent:<\/strong> Restrictions can reduce observability and require changes to Conversion & Measurement<\/strong> tactics.<\/li>\n
                          • Disconnect from downstream outcomes:<\/strong> If the Conversion Event isn\u2019t tied to CRM or revenue, optimization may steer toward low-quality outcomes.<\/li>\n<\/ul>\n\n\n\n

                            Best Practices for Conversion Event<\/h2>\n\n\n\n

                            Define events from business value backward<\/h3>\n\n\n\n

                            Start with the business objective (revenue, pipeline, retention) and define the Conversion Event that best represents progress toward it.<\/p>\n\n\n\n

                            Use a hierarchy: primary + supporting events<\/h3>\n\n\n\n

                            Establish one primary Conversion Event for each major goal, then add micro events to diagnose funnel drop-offs.<\/p>\n\n\n\n

                            Document the event specification<\/h3>\n\n\n\n

                            Include:\n– Event name and description\n– Trigger conditions\n– Required parameters (value, currency, lead type)\n– Exclusions (internal traffic, test transactions)\nThis prevents \u201cmeasurement drift\u201d in Conversion & Measurement<\/strong>.<\/p>\n\n\n\n

                            Validate tracking continuously<\/h3>\n\n\n\n
                              \n
                            • Test events after site releases<\/li>\n
                            • Monitor sudden drops\/spikes<\/li>\n
                            • Compare front-end events to backend truth (orders, CRM records)<\/li>\n<\/ul>\n\n\n\n

                              Connect to lifecycle outcomes<\/h3>\n\n\n\n

                              Where possible, map a Conversion Event to downstream states (qualified lead, renewal, churn). This improves Analytics<\/strong> decision-making and reduces short-term optimization bias.<\/p>\n\n\n\n

                              Keep consistency across platforms<\/h3>\n\n\n\n

                              Align event names and definitions across analytics platforms, ad platforms, and CRM to avoid mismatched reporting.<\/p>\n\n\n\n

                              Tools Used for Conversion Event<\/h2>\n\n\n\n

                              Conversion Event management is usually supported by a stack of tool categories rather than a single system:<\/p>\n\n\n\n

                                \n
                              • Analytics tools:<\/strong> Collect events, build funnels, segment users, and analyze Conversion Event performance over time.<\/li>\n
                              • Tag management systems:<\/strong> Deploy and control event tags without constant code changes; helpful for governance in Conversion & Measurement<\/strong>.<\/li>\n
                              • Ad platforms:<\/strong> Use Conversion Event signals to optimize bidding and targeting (especially for performance campaigns).<\/li>\n
                              • CRM systems and marketing automation:<\/strong> Store leads and customer lifecycle stages, allowing Conversion Event data to be evaluated for quality and revenue impact.<\/li>\n
                              • Data warehouses and BI dashboards:<\/strong> Combine product, marketing, and sales data for deeper Analytics<\/strong> and reliable reporting.<\/li>\n
                              • Experimentation tools:<\/strong> A\/B test landing pages and flows using Conversion Event rate as a success metric.<\/li>\n
                              • Call tracking and offline attribution systems (when relevant):<\/strong> Turn offline actions into measurable events within the broader Conversion & Measurement<\/strong> program.<\/li>\n<\/ul>\n\n\n\n

                                Metrics Related to Conversion Event<\/h2>\n\n\n\n

                                A Conversion Event is the anchor, but you\u2019ll typically monitor a set of related metrics:<\/p>\n\n\n\n

                                  \n
                                • Conversion rate:<\/strong> Conversion Event count divided by sessions\/users\/clicks (choose the denominator that matches your funnel).<\/li>\n
                                • Cost per conversion (CPA\/CPL):<\/strong> Spend divided by Conversion Event volume.<\/li>\n
                                • Revenue per conversion \/ average order value (AOV):<\/strong> For ecommerce-oriented Conversion Event tracking.<\/li>\n
                                • Conversion value and ROAS\/ROI:<\/strong> Measures efficiency by connecting value to marketing cost.<\/li>\n
                                • Lead-to-qualified rate:<\/strong> Percentage of Conversion Event leads that become SQLs or opportunities.<\/li>\n
                                • Time to conversion:<\/strong> Lag between first touch and Conversion Event completion; important in longer cycles.<\/li>\n
                                • Drop-off rate by funnel step:<\/strong> Uses micro events to explain why the primary Conversion Event isn\u2019t happening.<\/li>\n
                                • Data quality indicators:<\/strong> Event match rate (ad click to Conversion Event), deduplication rate, and \u201cunknown\/other\u201d source share in Analytics<\/strong>.<\/li>\n<\/ul>\n\n\n\n

                                  Future Trends of Conversion Event<\/h2>\n\n\n\n

                                  Conversion Event measurement is evolving as platforms, privacy, and AI change how data is collected and used:<\/p>\n\n\n\n

                                    \n
                                  • More modeled and aggregated measurement:<\/strong> As user-level tracking becomes less available, Analytics<\/strong> increasingly relies on aggregated reporting and statistical modeling.<\/li>\n
                                  • Server-side and first-party approaches:<\/strong> Organizations are shifting data collection closer to their own infrastructure to improve reliability and governance in Conversion & Measurement<\/strong>.<\/li>\n
                                  • AI-driven optimization:<\/strong> AI systems use Conversion Event feedback signals to adjust bids, personalization, and creative variants faster than manual workflows.<\/li>\n
                                  • Higher emphasis on Conversion Event quality:<\/strong> Teams will optimize not only for volume, but for predicted value (likelihood to qualify, purchase, or retain).<\/li>\n
                                  • Stronger governance and auditing:<\/strong> With more complexity, maintaining consistent event definitions and change logs becomes a competitive advantage.<\/li>\n<\/ul>\n\n\n\n

                                    Conversion Event vs Related Terms<\/h2>\n\n\n\n

                                    Conversion Event vs conversion goal<\/h3>\n\n\n\n

                                    A Conversion Event<\/strong> is the measurable action (e.g., \u201cPurchase Completed\u201d). A conversion goal<\/strong> is the objective behind it (e.g., \u201cIncrease online revenue\u201d). Goals guide strategy; events provide measurable proof in Analytics<\/strong>.<\/p>\n\n\n\n

                                    Conversion Event vs KPI<\/h3>\n\n\n\n

                                    A KPI<\/strong> is a performance indicator used to track progress (e.g., conversion rate, CPA, ROAS). A Conversion Event is the underlying action that generates many KPIs. In Conversion & Measurement<\/strong>, you often define events first, then build KPIs around them.<\/p>\n\n\n\n

                                    Conversion Event vs engagement event<\/h3>\n\n\n\n

                                    An engagement event (scroll depth, time on page, video play) reflects interaction, not necessarily business value. A Conversion Event reflects meaningful intent or outcome. Engagement events can support funnel analysis, but they rarely substitute for true conversion measurement.<\/p>\n\n\n\n

                                    Who Should Learn Conversion Event<\/h2>\n\n\n\n
                                      \n
                                    • Marketers:<\/strong> To optimize campaigns, landing pages, and channel mix using reliable Conversion Event signals instead of vanity metrics.<\/li>\n
                                    • Analysts:<\/strong> To build trustworthy Analytics<\/strong> reporting, attribution, and experiments anchored in clear event definitions.<\/li>\n
                                    • Agencies:<\/strong> To standardize client measurement and prove impact across channels in Conversion & Measurement<\/strong>.<\/li>\n
                                    • Business owners and founders:<\/strong> To understand what drives revenue and where growth bottlenecks exist.<\/li>\n
                                    • Developers:<\/strong> To implement accurate event tracking, ensure data integrity, and support scalable measurement systems.<\/li>\n<\/ul>\n\n\n\n

                                      Summary of Conversion Event<\/h2>\n\n\n\n

                                      A Conversion Event<\/strong> is a tracked action that represents meaningful progress toward a business outcome. It sits at the heart of Conversion & Measurement<\/strong>, translating marketing and product activity into outcomes you can optimize. In Analytics<\/strong>, it powers funnels, attribution, segmentation, testing, and ROI reporting. When definitions are clear and tracking is reliable, Conversion Event data becomes a durable foundation for better decisions and sustainable growth.<\/p>\n\n\n\n

                                      Frequently Asked Questions (FAQ)<\/h2>\n\n\n\n

                                      1) What is a Conversion Event?<\/h3>\n\n\n\n

                                      A Conversion Event is a specific user action you track because it represents meaningful business value\u2014such as a purchase, lead submission, trial signup, or booked appointment.<\/p>\n\n\n\n

                                      2) How do I choose the right Conversion Event for my business?<\/h3>\n\n\n\n

                                      Start with your revenue model and sales cycle. Choose a primary Conversion Event that best reflects real value (purchase, qualified lead, activation), then add supporting micro events to understand the funnel.<\/p>\n\n\n\n

                                      3) Can one campaign have multiple Conversion Events?<\/h3>\n\n\n\n

                                      Yes. In Conversion & Measurement<\/strong>, it\u2019s common to track a primary Conversion Event (the main success action) plus secondary events (like add-to-cart or pricing-page views) to diagnose and improve performance.<\/p>\n\n\n\n

                                      4) Why does my Analytics platform show different conversion numbers than my CRM?<\/h3>\n\n\n\n

                                      Differences often come from timing delays, deduplication, attribution rules, offline outcomes, or tracking gaps. A strong Analytics<\/strong> and governance process maps events to backend \u201ctruth\u201d and documents counting rules.<\/p>\n\n\n\n

                                      5) Are micro conversions still worth tracking?<\/h3>\n\n\n\n

                                      Yes\u2014when they are tied to intent and used to improve the funnel. Micro conversions help explain why<\/em> the primary Conversion Event is underperforming, especially in longer journeys.<\/p>\n\n\n\n

                                      6) How often should I audit Conversion Event tracking?<\/h3>\n\n\n\n

                                      Audit after major website\/app releases and at a regular cadence (monthly or quarterly). In Conversion & Measurement<\/strong>, small tracking changes can quietly break trends, so ongoing validation is essential.<\/p>\n\n\n\n

                                      7) What should I do if privacy changes reduce Conversion Event visibility?<\/h3>\n\n\n\n

                                      Prioritize first-party data collection, stronger consent management, and aggregated reporting approaches. Update your Conversion & Measurement<\/strong> strategy to focus on resilient signals and validated outcomes rather than relying on a single tracking method.<\/p>\n","protected":false},"excerpt":{"rendered":"

                                      A **Conversion Event** is the moment a user completes an action that matters to your business\u2014such as a purchase, lead submission, trial signup, booked demo, or even a qualified engagement step. In **Conversion & Measurement**, defining and tracking each Conversion Event is how teams turn marketing activity into measurable outcomes. In **Analytics**, it becomes the key data point that connects traffic, campaigns, and user behavior to real revenue or business value.<\/p>\n","protected":false},"author":10235,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1887],"tags":[],"class_list":["post-6829","post","type-post","status-publish","format-standard","hentry","category-analytics"],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/posts\/6829","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/users\/10235"}],"replies":[{"embeddable":true,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/comments?post=6829"}],"version-history":[{"count":0,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/posts\/6829\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/media?parent=6829"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/categories?post=6829"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/tags?post=6829"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}