Unified Conversion Protocol
One Protocol for Every Conversion That Creates Revenue
Unified Conversion Protocol (UCP) is Convertmax’s first-party event contract for touchpoints, convert events, and revenue outcomes. Web, CRM, calls, product, and agentic commerce stop inventing competing conversion definitions—and start feeding one attribution model.
Convertmax also supports Universal Commerce Protocol—the other UCP—for agentic commerce measurement. Agent discovery and checkout map into this convert contract instead of disappearing into organic, bot, or last-click.
Two UCPs
We Support Universal Commerce Protocol Too
UCP also names Universal Commerce Protocol—the open standard for agentic commerce. Convertmax supports both. Unified Conversion Protocol is our convert contract. Universal Commerce Protocol is an inbound commerce surface we measure and attribute on that same contract.
Unified Conversion Protocol
Convertmax’s first-party event contract for touchpoints, convert events, and revenue outcomes across web, CRM, calls, product, and commerce. This page is about that protocol.
Universal Commerce Protocol
The open agentic commerce standard co-developed by Google and Shopify—used so AI agents can discover merchant capabilities and complete checkout (including Google AI Mode and Gemini). Convertmax supports it: agent catalog requests, checkout, and protocol-tagged orders map into Unified Conversion Protocol converts so that demand is attributable instead of disappearing into organic, bot, or last-click.
What UCP standardizes
A Shared Convert Contract—Not Another Dashboard Layer
UCP is the underlying event structure Convertmax uses to connect journeys to revenue. Attribution models, customer analytics, and agentic reporting all read the same protocol—so teams stop reconciling incompatible conversion taxonomies.
One convert contract
Express forms, purchases, calls, CRM stage changes, and custom business outcomes as consistent convert events—so every channel feeds the same attribution model.
Identity that survives the journey
Resolve anonymous visits to known customers as people convert, then keep every later revenue event on the same first-party profile.
Context that travels with the event
Carry campaign, channel, page, product, and agentic metadata on the convert itself—so last-click tools are not the only place meaning lives.
Built for humans and agents
Keep human conversions on the standard path while agent visits and AI-assisted demand use explicit protocol fields—without polluting revenue metrics.
The problem UCP solves
Conversion Definitions Fragment Faster Than Revenue Does
Ads platforms, CRMs, call trackers, and product analytics each invent their own idea of a conversion. Without a shared protocol, attribution becomes reconciliation work—and AI-assisted demand has nowhere to land cleanly.
Every tool invents its own conversion definition
Ads, CRM, call tracking, and product analytics disagree on what a conversion is—and which one produced revenue.
Touchpoints never join the convert event
Teams report channel volume and CRM closes separately, then force-fit spreadsheets to explain influence.
Identity breaks between anonymous and known
Pre-conversion marketing and post-conversion revenue live on different people records.
AI and agent traffic has no home in the model
Agentic discovery and assisted purchases collapse into organic, bot, or last-click noise.
How it works
From First-Party Capture to One Revenue Graph
Step 1
Capture the journey on first-party infrastructure
Collect visits and sessions on your domain with the Convertmax event model—blocker-resistant and owned by you.
Step 2
Emit converts with a shared schema
When a form submits, a call connects, a cart converts, or CRM revenue closes, send a UCP-compatible convert with the same core fields.
Step 3
Attach the context that explains revenue
Campaign, channel, page, product, and optional agentic protocol hints ride on the event so attribution does not depend on referrer archaeology.
Step 4
Attribute and report from one graph
Multi-touch attribution, customer journeys, and revenue intelligence all read the same UCP events—marketing, sales, and leadership share one truth.
In the platform
UCP Powers Attribution, Journeys, and Agentic Measurement
Once events follow Unified Conversion Protocol, Convertmax can attribute revenue across channels, stitch customer journeys, and keep agentic metadata on the same convert path—without a parallel analytics stack.
- Which convert types and channels actually produce closed revenue?
- Where do anonymous journeys become known customers—and what influenced that moment?
- How do CRM, call, and web conversions compare when they share one schema?
- Which agentic or AI-assisted converts deserve budget and merchandising investment?
Works across your stack
Website tracking, CRM syncs, call webhooks, and commerce platforms map into the same UCP convert contract—so integrations enrich one model instead of creating new silos.
Ready for agentic commerce
Human converts stay on the standard path. Agent visits and AI-assisted demand—including Universal Commerce Protocol and ACP—use explicit protocol fields so discovery never inflates revenue reporting.
Methodology
The event contract behind Convertmax attribution
Deep dive into convert types, identity keys, campaign context, revenue outcomes, and how web, CRM, calls, and commerce feed one multi-touch model—without inventing a new conversion definition in every tool.
Get started
Put Every Conversion on One First-Party Protocol
Convertmax Unified Conversion Protocol gives GTM teams a shared convert contract—so attribution, journeys, and revenue reporting finally agree on what created the outcome.