Starting Thursday, October 8, contact engagement will include a new level: Conversion, which identifies contacts who have completed a conversion.
If you use engagement to create audiences, filter communication recipients, or manage contacts in automated flows, we recommend reviewing your existing configurations. With the introduction of the new level, the engagement value and engagement change date may change for some contacts.
What changes in engagement
Currently, contacts can have one of the following engagement levels:
- Clickers: contacts who clicked at least one message during the recency period.
- Openers: contacts who opened at least one email during the recency period but did not click.
- New: contacts who received their first communication during the recency period without opening or clicking.
- Ex Openers: contacts who opened or clicked emails in the past but have not opened or clicked during the recency period.
- Never Openers: contacts who have never opened or clicked any communication.
- Out of recency: contacts who have not received any communication during the recency period.
Starting October 8, the new Conversion level will be added. It lets you identify contacts who have completed a conversion and use this information in audiences and filters based on engagement.
With the introduction of the new level, contact engagement will be recalculated. As a result, a contact previously classified as a Clicker may become Conversion. If you use server-side conversions, this change may also affect contacts previously classified as Openers.
5 configurations to check
You do not need to change every configuration that uses engagement. However, we recommend checking configurations where the engagement level or engagement change date determines which contacts are selected or how a automated flow proceeds.
1. Audiences based on engagement
Check audiences that use the engagement level as a criterion, especially if you use them as communication recipients.
For example, review filters that select contacts based on conditions such as an engagement level greater than or equal to Opener or Clicker. After the recalculation, some of these contacts may have the new Conversion level.
2. Additional filters in communications
If you apply engagement-based filters directly to the recipients of a communication, check that they still select the contacts you want.
Pay particular attention to recurring communications, where the same filter is automatically applied to subsequent sends.
3. Entry filters in automated flows
Check automated flows that determine whether contacts can enter based on their engagement.
For example, if a automated flow currently allows Clickers to enter, consider whether it should also include contacts classified as Conversion.
4. Filters used in automated flow nodes
Also check engagement-based conditions within automated flows, particularly in the following nodes:
- Periodic filter
- Data periodic filter
- Check condition
A contact who previously met a condition because they were a Clicker or Opener may be classified as Conversion after the recalculation.
5. Filters based on the engagement change date
Check configurations that use the engagement change date in audiences, filters, or automations.
With the recalculation introduced by the new Conversion level, this date may also change for some contacts. For example, a condition based on the time elapsed since the last engagement change may therefore return different results than before.
When it is especially important to check
We particularly recommend reviewing your configurations if:
- You use client-side or server-side conversions.
- You use the engagement level to include or exclude contacts.
- You use the engagement change date as a condition.
- You have recurring communications or automated flows that perform these checks automatically.
Existing configurations will continue to use the criteria you have already set. The purpose of this review is to make sure that, with the new Conversion level and the resulting engagement recalculation, those criteria still produce the behavior you want.