Generate conversions from events

In the past, you could only manage conversions with segments, which was sometimes cumbersome: you may have had to create new segments specifically to record conversions. People could also match your conversion segment criteria outside an automation which could lead to inaccurate conversion metrics.

Now you can also set your automation goal to an event. This makes it easier to set conversion criteria: you don’t have to set up a segment anymore, and you can make conversion criteria specific to your automation’s call to action. Events represent a point-in-time conversion: people can’t match conversion criteria before they join (and even receive a message from) your automation. This helps you more accurately record whether your automation has the desired effect and provides a more reliable, discrete path for people to exit your automation when they match your conversion criteria.