How is the goal conversion rate counted?
The Conversion rate is the number of entries that reached the goal divided by the number of entries started, counted by entry date. It shows on the automation's Performance tab (with X of Y entries) and, on the funnel canvas, at the foot of the automation card, below Conversions (for example, 41.4% of 222 entries).
Because an entry is counted by the date it started, a conversion that happens days later goes into the rate of the period the person entered. That is why the recent rate can still go up while the Conversion window is open.
On the funnel card, these entries show as can still convert: the ones in progress and the ones that finished the automation normally and are still inside the window. Entries from a past measurement are left out, because only the current measurement records conversions.
Role: any member with access to the workspace. To set up the goal, see how to set an automation goal.
What counts as a conversion
- At most one conversion per entry. If the same person enters the automation again, the new entry counts again — in total entries and, if they convert, in conversions.
- The event that made the person enter does not count as that entry's goal. If the entry trigger and the goal criterion are the same event, only a later occurrence counts.
- The goal does not stop anyone from entering. Someone who had already bought can enter normally; the trigger is what filters entries.
- More than one entry of the same contact running at once: a single event converts only one of them, the most recent. With Remove from flow, all of them leave the automation.
The conversion window
The window belongs to each entry, not to the automation: with Up to 1, 3, 7 or 30 days after finishing, an entry that finished the automation normally still counts if the person converts within the window, counted from the end of their run. In an evergreen automation, each entry has its own finish date and therefore its own window. The window never reopens the run: nobody gets more steps, only the conversion is recorded.
Entries that left because they reached the goal, or were canceled or stopped on an error, do not get this window.
No retroactive count
The measurement only counts while the goal exists, from the moment it was set up. Conversions that happened before that — including before the Goal was released — do not go into the rate.
Goals that existed before this release (the old exit conditions) were kept with Only while in the flow. New goals start at 7 days.
Every change is a new measurement
Changing the criteria, all/any, the When the goal is reached option or the Conversion window starts a new measurement. Changing only Result shown does not. They all live in the goal panel's Measurements tab: the numbers for the Current measurement or Since the start and the History, with what changed in each measurement. Measurements overlap — an entry in progress during a change shows up in both — so comparing the rates of two measurements is descriptive and does not show that the change caused the difference.
Each measurement only counts entries from its own period, and an entry that was in progress during a change shows up in both measurements. That is why measurements do not add up. The number that combines everything is Since the start, at the top of the tab: the entries since the first measurement, each counted once. Removing the goal ends the current measurement, which also stays in the history — and its entries remain in Since the start.
Paused automation
Pausing stops new entries, but people already inside can still reach the goal: the conversion is counted and, with Remove from flow, the person leaves the automation.
Test runs
A run started from the test button shows in the test itself whether the goal was reached, but it does not count toward the Conversion rate and does not show in the contact history.
Opportunity automations
In automations that run per opportunity (pipeline card), a purchase criterion limited to an offer or product only reaches cards linked to that offer or product. Cards without a linked offer are not considered by that criterion — the goal panel warns you.
A criterion with no offer filter reaches every card of that contact running in the automation.
Attributed conversions
On message steps, Attributed conversions counts the conversions where that step was the last message confirmed sent before the person converted. It is attribution, not proof of cause: it tells which message came last, not which one convinced. Automatic calls are not attributed.
In the contact history
When an entry that has a contact reaches the goal, the contact history shows Reached an automation goal, with the automation name.