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David Savory
To elaborate, our plan for this is the following:
  1. Keep "conversions" as an existing primary event type (lets call it custom event 0)
  2. Add new custom events in our database. These would be columns for custom event 1 through 10 and would be present in reporting as columns (not grouping attributes).
  3. In the UI, allow these to have aliases added. E.g. custom event 1 = add to cart, event 2 = lead, event 3 = checkout start, event 4 = purchase, etc.
  4. Allow JS code and postbacks to send theses events, with optional associated revenue. The event could send ce1, ce2 as the name, or the alias such as "lead"
  5. Custom Event revenue would also be a column in reporting, as would be cost per custom event, and event rate % (based on visits count).
  6. If a funnel has indirect conversion attribution enabled, we'd add a selector for what events should attribute and pass back indirect conversions/revenue, so that linked funnels don't get flooded with data.