> This page is part of the [Customer.io documentation](https://docs.customer.io). For the complete index, see [llms.txt](https://docs.customer.io/llms.txt).
> Last updated: July 10, 2026

# Edit goals in live campaigns

Learn how changes to goals in live campaigns would impact your customers and metrics.

### Changing conversion criteria does not change past conversion data

If you change conversion criteria, we do not retroactively count conversions. **Conversion metrics only include people who convert *after* you add or change conversion criteria.** Updating conversion criteria will not change your conversion metrics for messages that were previously marked as converted.

### Change the underlying configuration of a campaign’s conversion-criteria segment

People currently in your campaign who already matched the new goal conditions will not be retroactively marked as converted. Rather, they must unmatch then re-match the segment conditions within your conversion window to be marked as converted.

Messages sent after a person matched the updated segment conditions in your goal are not marked as converted because the person joined the segment before they received those messages.

*   *   *   [Changing conversion criteria does not change past conversion data](#changing-goal-criteria-does-not-change-past-conversion-data)
        *   [Change the underlying configuration of a campaign’s conversion-criteria segment](#change-the-underlying-configuration-of-a-campaigns-conversion-segment)

Copy page

Copy page [Download .md](/messaging/send/campaigns/edit-live/goal-changes.md)

Is this page helpful?

![](https://docs.customer.io/images/export-success.png) ![](https://docs.customer.io/images/export-failure.png)

# How can we make it better?

Close

Do you need help from Customer.io support?  No  
 Yes

What part of Customer.io do you need help with? 

How can we improve this page?

Email (optional):  Please provide a valid email address

 I am not a bot

 

We appreciate your feedback!

Our support team will contact you as soon as possible