Learn how campaign goals and conversion measurement connect customer actions to campaign performance.
Key concepts
- A goal describes the business outcome a campaign should influence.
- A conversion is an observable event or state used as evidence that the goal was achieved.
- Attribution rules determine which campaign, message, recipient, and time window receive credit.
How it works
- Define the goal, event source, identifier, value, attribution window, and owner.
- Configure the conversion signal and validate identity matching.
- Test positive, negative, duplicate, late, and unattributed cases.
- Monitor conversion volume alongside delivery and engagement metrics.
- Use results to change targeting, content, campaign logic, or investment.
Governance and considerations
- A click is not necessarily a business conversion.
- Identity gaps and cross-device behavior can affect attribution.
- Document changes to goal definitions so trend comparisons remain meaningful.
Note
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