Conversion Tracking

Conversion tracking allows you to measure the outcome of a journey by assigning a goal to it and then measuring how many contacts who enter the journey meet the goal.

It is a method to measure the return of your marketing efforts directly.

Setting up Goals

The option to define the optional goal is available on the journey overview page. You can define the optional purpose of the journey and the goal, which could be acquisition, nurture, or conversion.

The list of events supported:

Event Category	Events	Filter
Contact	Updated	Contact attribute value
Contact	Added to List	List(s)
Emails	Opened/Clicked	Email(s) in the current journey
SMS	Clicked/Opt-in	SMS(s) in current journey
Web Push	Clicked/Subscribed	WebPush(s) in current journey
Website	Page Visited	URL(s) of the website
Form	Submitted	Forms(s)
Cart	Order Placed/Order Updated	Product(s)
Social post	Clicked	Social Post(s) in current journey
WhatsApp	Read/Clicked/Replied	WhatsApp notification in current journey

Only one event can be configured as a goal.

The message should be from the current journey if the goal is for the contact to interact with a message like Email/ SMS/ Push Notification/ Web notification/ Social post/ Social Ad.

Conversion Attribution

A contact must meet two criteria to count as a conversion:

1. Be an active participant in the journey

2. Complete the defined goal action after meaningful engagement

What Counts as Engagement?

A journey must have a recorded touchpoint with the contact before conversion. Valid touchpoints include:

• Email interactions (delivery, opens, clicks)

• SMS interactions (delivery, clicks)

• Mobile push notification engagement

• Web push notification engagement

• Social post clicks

Attribution Rules

• Conversions are attributed to touchpoints within the last 30 days

• When a contact is in multiple journeys with the same goal, the conversion credits the journey with the most recent touchpoint

This ensures conversions reflect genuine journey influence rather than coincidental goal completion.