Conversions

Conversions help you answer a simple question:

“Did this journey actually drive the outcome I care about?”

With Conversions, you can:

• Define conversion events (marketing, product, or data changes)
• Set an attribution window (e.g. 7, 14, 30 days)
• Link those conversions to journeys
• See how many people from a journey converted within the set window

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What is a Conversion Event?

A Conversion is any important action or state change you want to optimize journeys for, such as:

• Marketing actions
  • Submitted demo form
  • Registered for a webinar
  • Downloaded an ebook
• Product actions
  • Signed up for a trial
  • Activated a feature
  • Completed onboarding checklist
• Contact field value changes
  • Lifecycle stage → Customer
  • User Adoption Stage changed from Hobby → Pro

You define these once as Conversion Events and then reuse them across journeys.

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How Attribution Works

1. Define a Conversion Event (e.g. “Lifecycle Stage = Customer”) along with an Attribution Window (e.g. 30 days).
2. Attach that conversion to one or more journeys.
3. If a person performs the conversion event after entering the journey or within X days (your attribution window) of exiting the journey, they are attributed as converted for that journey.

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Creating a Conversion Event

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1. Go to Conversions

• In the left navigation, go to Conversions
• Click ”+ New Conversion”

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2. Name & Describe

• Event Name: Use a clear, reusable name, e.g.:
  • Signed Up for free trial
  • Registered for a webinar
  • Converted to opportunity
• Event Description (optional but recommended): Explain what this conversion represents and how it’s used.
  • Example: “Primary success metric for top-of-funnel nurture journeys. Triggered when Lifecycle Stage = MQL.”

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3. Set the Attribution Window

Set how long you want to give a journey credit for driving the conversion.

• Common choices:
  • 7 days – very fast, reactive outcomes (e.g., ebook downloads after a campaign)
  • 14–30 days – typical for nurture programs and product activation
  • 60–90 days – longer sales cycles or multi-step onboarding

What the window means: Click Save to create the Conversion.

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4. Define the Conversion Trigger

You can base your conversion on:

1. Events (marketing or product)
   • Example: marketing event = "demo_form_submitted"
   • Example: product_event = "project_created"
2. Contact Field value changes
   • Example: is_engaged_customer changes to "true"
   • Example: status changes to "MQL"

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Linking Conversions to a Journey

Once you’ve defined conversions, you can attach them to journeys you want to measure.

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1. Open the Journey

• Go to Journeys.
• Open the journey you want to track
• In the left sidebar, find the Conversions section and click “Click to set up conversions”

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2. Add Conversions to the Journey

In the Manage Conversions modal:

• Search or browse the list of conversion events you created earlier.
• Check the box next to each conversion event you want to track for this journey.
• Each conversion shows its attribution window (e.g. “1d window”, “2d window”).
• Click “Save changes” to apply.

Example: For a “Welcome Nurture” journey, you might add:

• Primary: Signed Up for Free Trial (30-day window)
• Secondary: Activated Feature X (30-day window)

Once attached, Inflection will start attributing conversions to this journey as people flow through it.

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3. Reading Conversion Metrics on a Journey

After your journey runs, you’ll see conversion data appear in the Email Report overview. Typical metrics you’ll see:

• Total Conversions Number of contacts who converted while in the journey and within the window.
• Conversion Rate % of people in the journey who converted
  (Total Conversions / Total people who entered the journey) × 100
  

Example

• Journey: Free Trial Onboarding
• Conversion: Upgraded to Paid Plan (30-day window)
• 1,000 people entered the journey.
• 150 people upgraded while in the journey and within 30 days.

You would see:

• Total conversions: 150
• Conversion rate: 15%

You can compare this against:

• Previous versions of the journey
• Other journeys targeting the same audience

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Common Questions

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What happens if a person is in multiple journeys that share the same conversion?

• Multi-journey credit (conversion is attributed to all journeys the person is in that meet the window criteria).

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What if a contact converts multiple times?

• A contact can perform a conversion event multiple times.
• The conversion event of a contact can be attributed to the same journey multiple times if they enter the journey multiple times

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Can I change the attribution window or the conversion event later?

You currently cannot edit the attribution window or the details of a conversion event. You can however link or unlink a conversion event against a journey at any point

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Do I need a separate conversion for every journey?

No. In fact, it’s better to reuse the same conversion across multiple journeys so you can compare:

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Can I attach multiple conversions to one journey?

Yes. Common pattern:

• 1 Primary Conversion (main business outcome).
• 1–3 Secondary Conversions (supporting outcomes you care about).

Example:

• Primary: Webinar attended
• Secondary: Recording viewed, Logged into App

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How does attribution work differently for Contact Journeys vs User Journeys?

Attribution behavior depends on the type of journey and the type of conversion event you’re tracking. When attribution works seamlessly:

• Contact Journey + Contact-level conversion (e.g., contact field change, marketing activity) Works as expected, since the conversion happens at the contact level, there’s no ambiguity.
• User Journey + User-level conversion (e.g., product activity performed by a specific user) Works as expected, the journey tracks specific users, and conversions are attributed to those same users.

When attribution can be problematic:

• Contact Journey + User-level conversion (e.g., product activity) This combination can cause missed or misattributed conversions. Here’s why:

A single contact can have multiple users linked to it. When a Contact Journey runs, it qualifies the contact, but if the conversion event is a user-level activity, the system attributes it to the most recently linked user. This means:

• If User A is in the journey and performs the conversion activity, but User B was linked to the contact more recently, the conversion may not be counted correctly.
• You could miss conversions or see them attributed to the wrong user.