Conversion goals allow you to track and measure the most important actions completed by your contacts, such as making a purchase on your e-commerce site or downloading a resource. If you have configured conversion goals in your account, you can view their data from different areas of the platform: from the card available on the contact and database home pages, or from the Insight > Conversion goals section.
Insight: conversion goal report
In the Insight > Conversion goals section, you can find the list of goals configured in your account. From this list, you can view the main data for each goal, such as total value, number of conversions, and average value.
You can also configure the columns in the list and choose which data to display. The configurable columns are organized into four sections:
Goal details, with information such as the goal type, server-side or client-side.
Totals, which includes KPIs such as number of conversions, total value, average value, contacts who converted, and the other indicators related to all conversions recorded for the goal.
Supported, with the same KPIs calculated on conversions recorded for contacts that exceeded the time limit for attribution to a specific asset.
Last click, with the same KPIs calculated on conversions attributed to the latest interaction with a platform asset, such as a communication, transactional message, workflow message, landing page, or on-site message.
This allows you to customize the view and focus on the data that is most useful for your analysis. To access the detailed report, select the goal you want to analyze. In the report, the main card displays the same data organized into the three tabs Totals, Supported, and Last click, so you can analyze conversions based on the attribution method.
For server-side goals, you can choose which event types to include in conversions. For example, you can exclude opens and consider clicks only.
Asset contribution
The Asset contribution card lists all assets that generated conversions for the goal and shows the results achieved by each one. You can use it to understand which asset generated the most conversions, which produced the most value, and which has the best Conversion-to-interaction rate.
Conversion trend
The card allows you to view conversion performance over time, divided into Totals, Supported, and Last click.
It includes two tabs: Values, which shows the trend of the economic value generated by conversions (visible only if the goal includes a value), and a second tab showing the number of conversions.
You can choose from different display modes:
Trend, to view performance over time;
Cumulative, to view the progressive increase in conversions;
Values, which shows a detailed table with sorted data and the option to export it.
The chart automatically adapts to the selected period, showing conversions by day, week, or month and helping you clearly identify the most effective periods.
How conversions are distributed by day and time
The Distribution by day and time card provides an overview of the hourly and daily distribution of conversions. Find out on which days of the week and during which time slots your customers make the highest number of purchases or complete the actions tracked by the goal.
Conversions for an asset
In addition to the overall goal report, you can also view details of the conversions generated by an individual asset.
Every campaign, automated flow, transactional message, landing page, or on-site message that contributed to generating conversions can have a dedicated card in its report.
If a specific asset contributed to achieving multiple goals, these are listed in the tabs of the Conversions card, together with the main KPIs:
total conversion value;
number of conversions;
contacts who converted;
average value;
average per contact;
maximum and minimum value;
date of the latest conversion;
Conversion-to-interaction rate.
Contact conversions
In each contact's detail page, you can find a card showing the conversions completed by that contact. From this card, you can access the full goal report or directly view the main KPIs, such as total value, number of conversions, average value, maximum value, minimum value, and date of the latest conversion.
Conversions in Audience Insight
Conversion data is also available in Audience Insight. For each filter or audience, you can access insights containing useful information about Business fields, Tags, Engagement, and the conversions completed by contacts belonging to the audience.