Convert step

Learn how to use the Convert step to mark a conversion for a contact at a specific point in the journey.

What we'll cover

1. Concepts
2. Where to add the step
3. How to configure the Convert step
4. Where to place the step in the flow
5. Use cases and business examples
6. FAQ
7. Need help?

1 Concepts

What the step does
The Convert step records a selected conversion for the contact while they are moving through the journey.

Why it is useful
It gives you a consistent place in the flow to track outcomes such as a purchase, a booked meeting, or another conversion event you want to measure.

When to use it
Use Convert when the conversion should be tracked based on journey logic and timing, rather than only from an external event.

Note: The Convert step uses a conversion defined in Goals & conversions. You can create or edit a conversion while configuring the step.

2 Where to add the step

From the Journey editor
Open the journey, click Add, and add the Convert step where you want the conversion to be recorded.

Best placement
Place the step after the point in the flow where the contact has met the requirements for the outcome you want to track.

3 How to configure the Convert step

Step editor sections
The right-side editor includes common sections such as Name, Settings, and Apply to which contacts.

Here are the steps:

1. Add the Convert step to the journey.
2. Click the step to open the editor on the right.
3. Set a clear Name (example: Mark booked meeting conversion).
4. In Settings, select the conversion to record.
5. If needed, use New to create a conversion, or use Edit to update an existing conversion.
6. Optionally use Apply to which contacts to limit the step to:
   • All contacts, or
   • Only contacts that meet criteria
7. Click Save.

Pro-tip: Place the Convert step as close as possible to the exact point where the outcome is considered complete. This makes reporting easier to trust.

4 Where to place the step in the flow

After a decision
Many journeys use a Decision split or another logic step first, and then place Convert only on the path that represents a successful outcome.

After a wait and check
Another common pattern is to use Wait and Evaluate goal, and then place Convert only for contacts that meet the outcome criteria.

Before ending the journey
Many teams place Convert just before Exit a journey so the conversion is recorded before the contact leaves the flow.

Warning: Avoid placing multiple Convert steps for the same conversion in the same path unless you intentionally want to record that conversion multiple times.

5 Use cases and business examples

• Sales follow-up: Record a Booked meeting conversion after a contact reaches the qualified path and your team is notified.
• Trial journey: Record a Started paid plan conversion when the contact reaches the paid-plan handoff path.
• Retention journey: Record a Renewed conversion after the contact completes the renewal path.
• Onboarding completion: Record an Activated account conversion when the contact reaches the completion step.

6 Step notes

• You can also use the "Evaluate goal" step to award both a goal and conversion at the same time.
• When a conversion is assigned, an event is triggered that journeys can listen to.

7 FAQ

8 Need help?

If you need help deciding where to place the Convert step, contact support, and we can help you map the path.