The Conversion step

The Conversion step · Help

The panel already tells you how many messages your automation sent; what you actually want to know is how many sales it brought. The Conversion step marks a point in the flow as "this is success" and records the moment. This guide covers the step's three fields, how the amount is read, and where the conversions you record show up.

What it does

When somebody reaches this point in the flow, the step writes a conversion event: who, when, which outcome, and what amount. It sends nothing to the person and changes nothing; it only records.

The event it records is useful in three places:

In reports — count and total amount per conversion name.
On the contact card — that person's list of conversions.
In general rules — recording a conversion can trigger something else.

The step works on both channels.

Where to put the step

The Conversion step goes where the outcome actually happens, not at the end of the flow.

If it is a booking: right after the branch where the person picked a date.
If it is a sale: not where the payment link is tapped, but after the branch where The External request step came back with "paid".
If it is a sign-up: after the Next output of the step that collected the details.

Putting it at the very end of the flow is the most common mistake: that point means "the person left the flow", not "we succeeded".

Settings

Conversion name

How it appears in the report, up to 60 characters. It is mandatory: if empty, the pre-publish check reports an error.

Keep the name short, lower-case and consistent: sale, booking, signup, demo-request. Record the same outcome under the same name across flows — the report groups by name, and two spellings become two rows.

💡 If you are running an A/B test, separate the branches with names like sale-a and sale-b; the test result then appears side by side in the report.

Amount

The monetary value of the conversion, up to 40 characters. It may be left empty — leave it blank for conversions with no amount, such as a booking or a sign-up.

Placeholders work here, and that is the setup that pays off: {{field.order_total}}.

The amount is read by the same rule as the number format of The Collect information step, so both 1,250.50 and 1.250,50 are understood correctly. A value that cannot be read as a number counts as empty and the conversion is recorded without an amount.

Amounts are stored behind the scenes as whole numbers of minor units (pence, cents), so floating-point rounding never skews the report totals.

Currency

A three-letter code: TRY, USD, EUR. It is upper-cased when saved. Fill it in whenever you set an amount — report totals are calculated separately per currency.

Its output

The step has one output, Next. Even if the record fails, the flow continues.

If the conversion name is empty (because a placeholder came back blank) nothing is recorded; the flow still continues from Next and the log shows what was written.

Where conversions show up

The Reports screen lists count and total amount per conversion name.
On the Contacts screen, opening a contact card shows that person's conversions.
On the automation's Runs tab, each line shows which conversion was written with which amount in that run.

An example

An online course seller wants to measure sales coming through DMs.

They add the keyword course to the Start step.
They present the course with Message and Card steps; a Buy button goes to the payment page.
They build a small separate flow: when the payment system confirms a payment, the contact gets the paid tag.
In the main flow: Wait (1 hour) → Condition (does the contact carry paid).
On the True branch: a Conversion step — Name sale, Amount {{field.course_total}}, Currency GBP. Then a thank-you Message.
On the False branch: a reminder message.

At the end of the month they open the report and see how many sales and how much revenue came through DMs.

Common mistakes

Putting the step at the very end of the flow. The end of a flow is not success. Put the conversion on the branch where the outcome genuinely happened.

Using a different name in every flow. sale, Sale and sale_new become three rows and the report becomes unreadable. Pick a naming scheme and stick to it.

Writing a currency symbol into the amount. £1250 cannot be read as a number and the amount is saved empty. Write the number only and put the currency in its own field.

Setting an amount but leaving the currency empty. Report totals are grouped by currency; an empty one becomes its own row.

Counting a tap as a sale. Tapping a payment link is not a sale. Record a conversion without verifying the real outcome and your numbers will not reflect reality.

Running the flow repeatedly for the same person and recording the same conversion several times. Review the re-entry rule (once / once a day) on the automation's Settings tab.

Limits

Conversion name at most 60 characters, and mandatory.
Amount field at most 40 characters; a value that cannot be read as a number counts as empty.
Currency 3 letters, upper-cased.
Amounts are stored as whole numbers of minor units.
One output: Next.
The step sends nothing to the person; it has no relationship with the 24-hour window.
The step depends on your plan; out of scope the run stops here.

The concept itself is covered in What is a conversion. To trigger something else when a conversion is written, see What is a general rule; to compare two routes, see The Random split step. If the reports look empty, The statistics look empty lists the reasons.

An automation you do not measure is an automation nobody knows is working.