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
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:
Be an active participant in the journey
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.
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