Documents | Conversion goals and exit criteria (2023)

Set a conversion goal to measure the effectiveness of your campaign and filter people in campaigns or subsequent messages. Set exit criteria to determine when a person opts out of your campaign, or if they receive all of your campaign messages, even when they meet your conversion goal or don't meet your activation criteria.

How does it work

ONEconversion goalrepresents the result you want to get from a campaign and message. The goal can be:

  • aevent Something that a person did at your workplace. Events can trigger campaigns, add people to segments, etc. You can access event properties in liquid with {{event.}}you want people to run
  • oneDepartmentA segment is a group of people in your audience that you want to reach with campaigns, messages, etc. You can join groups of people manually or with attributes and event you want in or out

When you set your conversion goal, you also set a time period (up to 90 days) in which a person can reach the goal after receiving, opening, or clicking a tracked link in a message. If a person meets your conversion criteria in time, we'll record a conversion. If a person doesn't meet their conversion goal or does so outside of the time frame you set, we won't record a conversion.

You can check ithas been convertedmetric to determine the percentage and number oftravelThe path of a person or data object in your campaign.mmessages deliveredThe example of a message sent to a person. When you set up a message, you specify an audience for your message. Each individual "send"—the version of a message sent to a single member of your audience—is a delivery.who hit the target - and the number who didn't. Use conversion metrics to discover how your messages are performing and develop strategies to increase the value of your messages over time.

flowchart LRa[The individual receives
conversion target?}b-->|yes|c{It's in
the time window?}c-->|yes|d[message/trip is
convert]c-.->|no|e[message/trip is
not converted]b-.->|no|f[message/trip is
not converted]

We don't count conversions retrospectively

If you edit or change your conversion goal after a campaign has started, we won't retroactively apply your conversion criteria. Updating a conversion goal will not update conversion metrics for messages that were previously marked as converting or not. Your updated conversion goal and metrics will only apply to new conversions.

Types of messages or actions that can capture conversions

We track conversions for the following message/delivery types:

Attributable conversionsunattributed conversions
e-mailRelaxed message
Twilio SMSCreate or update a person action Push Notifications

1You must manually enable webhook conversions.

Slack eCreate or update personActions are usually embedded or used for analysis purposes and do not always send messages to end users. For this reason, we do not attach conversions to them. You can trigger webhook conversions on individual webhook actions.

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Set a conversion goal

You can set a goal when creating a campaign or add it to campaigns that have already been created. However, if you set a conversion goal for an ongoing campaign, it will only apply to people who join the campaign after you set the goal. You cannot retroactively apply goals to people who have already signed up or completed the campaign.

NoGoal and Exityour campaign step:

  1. chooseset goaland set your conversion goal.

  2. Select type of conversion goal—is holding an event,enter no segment, theleaf section.

  3. Select the time period for the conversion. This defines the maximum amount of time a person can achieve the conversion goal after doing something in the campaign.

  4. Choose whether a person can achieve the goal after receiving, opening or clicking a link that is tracked during delivery. we referdistributionThe example of a message sent to a person. When you set up a message, you specify an audience for your message. Each individual "send"—the version of a message sent to a single member of your audience—is a delivery., because a message must leave to count towards a conversion (ie no attempt, failed, etc.). A person can achieve their conversion goal after:

    • receiving a message
    • opening a message

      Opening messages may be unreliable for certain types of messages, such as SMS or email with some clients. You might want to use thedownloadingtheby clicking on a link you are followingoptions to ensure more accurate reporting with these types of messages.

    • Clicking a link you're following in a message

      If a link is not tracked, cannot know whether a person clicked or not and therefore cannot record a conversion. See our page atlink trackingFor more information.

  5. (Optional) If your conversion goal is an event, clickadd filterto make sure your event contains (or doesn't) certain properties or values ​​before calculating a conversion.

  6. (Optional) change the criteria towithdrawal from the campaignif you want someone to exit the campaign when they reach the goal instead of continuing the campaign.

  7. CliqueSave & Nextto review your campaign.

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Event-based targets and filters

Events allow you to track the things your audience is doing. You can also set up a filter to limit conversions based on event properties. This allows you to ensure that conversion goal events contain (or do not contain) certain properties before they are counted as conversions.

Cliqueadd filterto add filter conditions. You can join multiple conditions:

  • m: All conditions must be true to achieve the goal.
  • THE: A condition must be true for the goal to be achieved.

So, for example, if your goal is based on a purchase of $10 or more, you can set a filter to ensure thatcompareThe event contains atotalBigger then9,99to count as a conversion.

Event-based conversions are based on processing time, not timestamps

Event-based conversion goals are based on when an event arrives at You cannot reset an event (with atime stamp) to trigger a conversion. For example, if you send a recursive event outside the conversion time window, with atime stampwhich would be in the window, we will not count this conversion.

Compare conversion event values ​​with other variables

You can compare the properties of conversion events with the properties of a personattributesA key-value pair that you associate with a person or object, such as a person's name, their creation date at your workplace, or a company's billing date, etc. Use attributes to segment people and personalize messages.or even in the input trigger event properties. This can be useful if you are binding events with a static value, such as aevent_idthrough related events or people.

For example, imagine you're in the education field and you want to launch a campaign when someone starts an educational course. The goal of your campaign is to help a person complete the course, so you want to record a conversion when the person completes the course. If you report events for acourse ID, you can determine when someone has completed the course they started and mark a conversion!

Segment-based goals

Segments provide a way to track conversions based on attributes, which you can do if you don't have an integration that sends events. You can add people to segments based on events, but if you're already capturing events, it might be easier to just set up an event-based conversion goal.

A person can match the segment criteria before joining your campaign. If a person already matches your conversion segment criteria before they sign up for your campaign and proceed with the campaign, the messages you send to that person will not record a conversion.

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Add the conversion segment as a filter to your campaign tag rule

If you're using segments as a conversion goal, you may want to add your segment as a filter to your campaign so you don't send messages to people who have already met your campaign goal

conversion time

A person can achieve their conversion goal afterto take,Open, thecliquea tracked link in a message. Event conversions are calculated based on an event arriving at Customer.ionoThetime stampnot a fact.

If you allow conversions afterdownloadingmessages, the conversions will take place in the order you send the messages. For example, if a person receives two messages and reaches their conversion goal within the time frame of both messages, we will attribute the conversion to the second message, the most recently received message.

If you set the conversions to take place afteropeningtheby clickinga tracked link in messages, people will reach their goal for the most recent message they opened or clicked on. For example, if you're tracking your conversion goal when people open messages, and a person receives two messages but opens them out of order — the second message, then the first — before reaching the conversion goal, we'll attribute the conversion to First Message .

flowchart LRz[1st message]-->by[2nd message]-->bb{Person matches
conversion target?}b-->|yes|c{It's in
the time window?}c-->|yes|d{which message
person opened last?}c-.->|no|e[message/trip is
not converted]b-.->|no|f[message/trip is
not converted]d-.->|1st message|g[1st message
converts]d-.->|2nd message|h[2nd message

Exit Conditions: What happens after a conversion?

By default, a person stays in a campaign until they no longer match the campaign's trigger criteria, even if they take your campaign's goal action. However, you may not want someone to continue a campaign if they reach their campaign goal or stop meeting your campaign activation criteria. You can change these settings atPeople leave the campaign early whennoGoal and Exitstep when setting up your campaign.

We evaluate exit conditions before people enter your campaign and before messages in your workflow. If someone meets the exit conditions, they will exit the campaign before receiving the next campaign message. If people already meet your exit criteria when they activate the campaign, they will immediately exit the campaign, without going through any part of the campaign workflow!

If a person receives a message and meets your exit criteria, they will remain in the campaign and anyCreate or update person,Create event, or other actions until they reach the next campaign message.

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For example, if your campaign alerts someone about products they've left in their shopping cart, you probably don't want to keep sending reminders if they buy products in their shopping cart. You can set users to abandon your campaign if they complete their purchase (the target in this case) before the next follow-up message.

Conditions for early departure include:

  • They hit the target: When you set a conversion goal, this setting forces users to leave your campaign when they take the conversion action (your audience attends an event, joins a segment, or leaves a segment), even if they haven't received a goal conversion. campaign message yet.

  • They stop matching thread or trigger filters: If a person no longer meets the campaign criteria, they will exit the campaign before reaching the next message in the campaign workflow.

  • They hit the target or stop matching the segment or trigger filters: If you set a conversion goal, someone will exit your campaign if they take your conversion action or fail to meet your campaign trigger criteria, even if they haven't received a campaign message yet.

  • Peoplenothey leave early, they go through the whole workflow: Users will not abandon your campaign early. They'll complete the entire journey, even after they reach their goal or don't meet your campaign's trigger conditions during the journey.

The conversion target time does not affect the exit criteria

If you set a conversion goal, you can use the conversion action as an exit criterion. However, your exit criteria are independent of your conversion goal timeframe. For example, if your conversion goal is to join a segment, people who join the campaign but are already in the conversion segment will leave the campaign immediately, before they even receive a message, and the path will not record a conversion.

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