Conversion / Conversion Rate
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A conversion is the successful completion of a defined goal—for example, requesting a demo, starting a trial, booking a meeting, completing a purchase, or upgrading a plan. Conversion rate is the percentage of recipients (or visitors) who complete that goal.
- Levels of attribution:
- Last-touch: The final email before conversion.
- Multi-touch: All emails that contributed along the journey.
- Use in optimization:
- Drives prioritization of high-impact flows (e.g., trial nurture or renewal journeys).
- Informs which segments, messages, and offers are most effective at driving revenue outcomes rather than engagement alone.
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