Journey conversions overview

Learn what journey conversions are, how they differ from goals, and when to use conversions to track performance outcomes in a journey.

What we'll cover

Concepts
Where to find conversions
How conversions work in a journey
How to add and manage conversions
Use cases and business examples
FAQ
Need help?

1 Concepts

What is a journey conversion?
A journey conversion is a tracked outcome that represents success in a journey, such as a completed purchase, a booked appointment, or another business result.

Why conversions matter
Conversions help you measure automation performance, compare journey versions, and track which paths lead to meaningful outcomes.

Conversions vs goals
Goals are often used as milestone checks in flow logic. Conversions are often used for performance tracking and outcome measurement. Many teams use both together in the same journey.

Note: Conversions are managed from the Goals & conversions area in the Journey editor.

2 Where to find conversions

From the Journey editor
Open the journey, and click Goals & conversions in the left panel.

Where conversions are used
Conversions can be referenced in conversion-related triggers and in the Convert step inside the journey flow.

3 How conversions work in a journey

Journey-level definition
A conversion is defined once at the journey level, and then a contact can be marked as converted through journey events, triggers, or the Convert step.

Conversion events in the flow
The Convert step lets you mark a conversion in the journey at a specific point in the automation.

Performance reporting
Conversions are typically used to measure which paths and messages produce business results.

Pro-tip: Use one conversion per key business outcome, such as Booked appointment, Started trial, or Purchased. This keeps reporting easy to read.

4 How to add and manage conversions

Here are the steps:

Open the journey.
Click Goals & conversions.
Add a new conversion.
Enter the conversion details, and save.
Use the conversion in a Convert step or a conversion-related trigger.

Note: If you update conversion definitions on a live journey, review your reporting and automation logic afterward.

Warning: Avoid creating multiple conversions that mean the same thing. Duplicate conversion names make reporting harder to interpret.

5 Use cases and business examples

Lead to customer: Track a conversion for Became customer to measure how many leads the journey helped convert.
Trial journey: Track a conversion for Started paid plan to compare trial nurture performance over time.
Sales follow-up: Track a conversion for Booked meeting after a sequence of reminders and alerts.
Retention flow: Track a conversion for Renewed in a renewal reminder journey.

6 Journey notes

Use the "Evaluate goal" action step to award and goal and conversion, or the "Convert" action step to award only a conversion, at a specific point in the journey.
Conversions trigger events that can be used to start or exit a contact from a journey.

7 FAQ

Do I need both goals and conversions in the same journey?

Not always. Use goals when you need milestone checks in the flow, and use conversions when you want to track business outcomes. Many journeys use both.

Where do I create conversions?

Open the journey, and click Goals & conversions in the left panel.

What is the Convert step used for?

The Convert step marks a selected conversion for the contact at a specific point in the journey.

Can I rename a conversion later?

Yes, but make changes carefully on live journeys so your team can still interpret reporting clearly.

8 Need help?

If you need help deciding what to track as a conversion, contact support, and we can help you map it to your journey goals.