Conversions

A conversion is something your app already knows happened: a trial started, a subscription paid, a demo booked. SendRaven counts it against the email that led there, so a campaign or an automation reports what it earned, not only who opened it.

Goals

A goal names an event. POST /v1/conversion-goals with an event_name and, optionally, a window_days from 1 to 30 (default 7), the time after a click in which the conversion still counts for that email. From then on, an event with that name is a conversion:

curl -X POST https://api.sendraven.ai/v1/events \
  -H "Authorization: Bearer $API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"name": "subscription_started", "email": "ana@example.com",
       "id": "in_1Q2w3E", "value": 49, "currency": "USD"}'

id is your own id for the event, such as the invoice or order id, so a retry is counted once. value and currency go together and make it revenue. The response's conversion_id is set when the name is a goal. The same call still starts any automation waiting on that event, so a goal costs your app nothing extra to send. A goal counts events from the moment it is created; it does not go back over earlier ones.

How credit is given

Each conversion is credited to the last email its person clicked within the goal's window, and only a click by a person counts. Clicks from the security gateways that open every link on delivery are recognised and never earn credit, and opens never do, because Apple Mail loads every image whether anyone reads the message or not. With no qualifying click the conversion is recorded as unattributed.

Crediting waits about a minute after the event, until every click before it has been classified. Crediting in the request would sometimes miss a click still being checked and hand the conversion to the email before it.

The figures say "attributed", and mean it: the credited email is the last one clicked before the conversion, not proof that it caused it.

Reports

GET /v1/conversions/metrics reports conversions, converters (people) and revenue per currency. With broadcast_id it adds the campaign's sent count and conversion rate, per A/B variant. With automation_id it gives the same per step. The rate counts people over messages sent; revenue counts every purchase, and currencies are never added together. The campaign and automation pages show the same figures, and the Conversions page lists goals and recent conversions with what each was credited to.

An A/B test can decide on conversions as well: metric: "conversion", see Testing subject lines.

The full reference is Conversions.