What it does

A result you add or change on Conversions, Setup counts from the moment you save it. Apply to past visits looks back through the visits Trace already has and adds the results the rule would have recorded, exactly as Trace would have recorded them at the time: the same rule, the same value and counted once where the rule says once.

You check every result before anything is added, and you can remove them again.

How to use it

1. On Conversions, Setup, save the result, or accept a suggestion. The result’s row offers Apply to past visits. You can also find it in the row’s menu at any time.
2. Read the first line. It says how many results would be added, what they are worth, which visits they come from, and that Channels, Overview and reports will change.
3. Checked back to says how far back Trace looked. Trace looks back as far as your plan keeps visits, and never further. On a very busy site it stops after the newest 500,000 matching events; Check further back then checks the next stretch.
4. Untick any result you do not want. Unticking one leaves out every result on that visitor’s journey.
5. Choose Apply. The banner that follows has Remove all, which takes away every result this rule added from past visits.

On Conversions, results added this way carry a From past visits label with the name of the person who applied them. The From past visits filter lists only those, and Remove on one takes that one away. Results Trace recorded at the time cannot be removed this way.

What changes

These read your results, so they include results added from past visits:

• Conversions, its counts and its feed
• Journeys, which shows the result on the journey
• Channels and Overview, where the result’s value is credited
• Coverage

These do not change, exactly as they do not change for results recorded at the time:

• whether a journey is shown as converted, and its orders and form enquiries
• Search Console revenue per page
• what Ask Trace says about a journey’s status
• benchmarks
• the conversions Trace sends to ad platforms: a result added from past visits is never sent

When it cannot look back

• Server side results and results recorded by a trace.track call with the result’s id cannot be checked: past visits do not keep that id. The drawer says so.
• A result that is switched off is not applied. Switch it on first.
• A value sent with the result (conversion_value) is kept on visits from 15 October 2026. For earlier visits the result’s own fixed value is used, or none, and the first line says how many have no value.
• Demo sites cannot be changed.

If a result appears from after you last saved the rule, the drawer says how many. Trace should have recorded those at the time, and applying adds them.