In this chapter, you began the process of learning conversion variables starting with success events. Using success events, you can track your organization’s KPIs and see how your website is performing. You learned how to use the three different types of success events: Counter, Currency, and Numeric. The use of event serialization for success event de-duplication was reviewed, along with ways to create calculated metrics using success events. In addition, you learned the difference between success event allocation and participation. In the next chapter, you’ll learn about conversion variables and how they are used with success events to report on your website success.