Conversion Criteria selection enables you to see conversions, conversion rate, conversion rate uplift, incremental conversions, and significance with respect to the selected criteria. For example, if you select clicks, the conversion rate will show you the click-through rate (CTR).
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Make sure to view the right campaigns on the dashboard through the primary goals and secondary goals filters.
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The selected criteria should have at least 1 conversion for the campaigns to be listed on the dashboard.
The primary goal and second goal selection fields in the filters should not be confused with this conversion criteria selection field. It filters your campaigns as you build them based on the primary and secondary goals you have selected. You can view your analytics without filtering them with any conversion criteria selection.
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In some cases, the incremental revenue of the Purchases From Clicks goal might be more than that of the Purchases goal. For example, if your control group has no corresponding clickable element, your conversion rate would be 0 in this case. According to the formula of the incremental revenue metric, if the conversion rate of the control group equals 0, then the revenue of your variation group will be equal to your incremental revenue. For this reason, the incremental revenue when you select the Purchases From Clicks goal seems higher than when you choose the Purchases goal.