Conversions in Customer.io

For each campaign or newsletter you’re sending through Customer.io, we allow you to set a conversion goal: mark a user as ‘converted’ when they enter or leave a particular segment. This allows you to attribute a conversion to a specific message or action.


What does ‘conversion’ mean?

In Customer.io, it’s both a goal and a metric. First, you set your conversion goal segment — then, when a customer enters or leaves that segment (for example, they paid for a plan and entered a ‘premium’ segment), Customer.io looks for the last delivery before the conversion goal was met, and attributes a conversion to that delivery.

There are a couple of limitations to this, though:

Conversions attributed Conversions not attributed
Email Slack Message
Twilio SMS Webhooks
Customer.io Push Notifications Attribute update action
Urban Airship Push

This is because we don’t know the nature of Slack, Webhook, and attribute update actions. These are often internal or used for analytics purposes, and aren’t always sending messages to end-users. For that reason, we don’t attach conversions to them.

How is it measured?

Take a look at this example workflow, and assume we’ve set a conversion goal.

If a user enters our conversion segment and the last delivery was Welcome Email #1, then the conversion is attributed to that email.

If they enter the segment after receiving the Twilio SMS, the conversion is attributed to the SMS.

However, if they enter the segment after the Trello card is created, the conversion goes to Email #1, and if they entered the segment after the attribute was updated, Email #2 gets the conversion.

Note: We do not retroactively count conversions! Our conversion numbers will only include people who convert after you add the conversion goal. They do not include people who previously met that goal.

Setting a conversion goal

Triggered campaigns

The first opportunity to set your goal occurs when you’re first setting up your campaign. Or you’ve already started a campaign, you can set its conversion goal under the Goal & Exit tab of the campaign overview.

Overview Conversion Goal

When you choose to Define Goal, you can choose which conversion segment a user should enter or leave, and optionally define a time window for that conversion.

For that time window, our default is to convert any time after they receive any email from your campaign. You can be a bit more specific, though, and let us know if you want that conversion to be marked after they open or click any email from that campaign, within a specific time window. Check out this example:

Overview Conversion Goal

Newsletters

For newsletters, you can only set your conversion goal during setup:

Overview Conversion Goal

Where can I see conversion metrics?

Triggered campaigns

Conversions are shown on the Overview page for triggered campaigns, like this:

Campaign Metrics

If you want to see the specific users who converted, you can:

  • click on the Converted bar in the campaign metrics, seen in the above screenshot.

  • filter Delivery Logs for User Actions > Converted. You can do this for emails, Twilio, or Urban Airship Push notifications.

Delivery Logs - Converted

Newsletters

You can see newsletter conversions on the Reports page:

Newsletter Conversions

How do I know if a specific user converted?

There are 3 options available:

  1. In the Delivery Logs, you can search for a specific person and see if a checkmark appears under Converted:

Newsletter Conversions

  1. On a user’s Profile Page, you can look under the Sent tab. There, you will see which messages a user has been sent, and you can check if the checkmark appears under Converted:

Newsletter Conversions

  1. Also on a user’s Profile Page, you can look under the Activity tab. You can filter for Converted Emails or Converted Actions:

Newsletter Conversions

Will people continue to move through campaigns once they convert?

Yes. By default, customers move through your triggered campaign, even if they converted.

If you want to prevent a user from being emailed once they match your conversion criteria, you will need to:

  1. Add a filter with the opposite condition than the one of your conversion segment, OR
  2. Specify an exit condition that states customers will leave your campaign if they meet your conversion goal, like this:

Overview Conversion Goal

For example: if your conversion segment has the rule “UserStatus is equal to premium”, the filter segment will need to have the rule “UserStatus is not equal to premium”.