How are conversion goals tracked and attributed after a user exits a customer journey?

Conversion goals are tracked and counted after a user exits a journey, as long as they complete the goal within the conversion period you set in your campaign settings.

Conversion period tracking

While a user is in the journey, their actions are tracked for the conversion goal. Once they leave the journey by reaching the exit element, the conversion period starts. If the user completes the goal event during this window (for example, within two days of exiting), the system counts it as a conversion.

Goal attribution and A/B splits

Conversions are credited to the message that the user received or opened most recently before completing the goal:

• If the user opened a message before converting, the conversion goes to the last opened message.
• If the user did not open any messages but received one, the conversion goes to the last sent message.

This attribution rule applies to messages inside A/B split branches. Because the system tracks which branch the user took, any conversions that happen after they exit are credited back to the correct branch, keeping your test data accurate.