Conversion goals & topic gating

Two campaign settings shape how success is measured and who's eligible to receive it: the conversion goal and topic gating. You set both in campaign settings.

Conversion goals

A conversion goal is the event that counts as success for a campaign — for example, a purchase. When contacts enrolled in the campaign perform that event, the conversion is attributed to the campaign and surfaced in analytics, so you can see how effectively the flow drives the outcome you care about.

Topic gating

Topic gating assigns a campaign a Topic. Once gated, only contacts subscribed to that topic receive the campaign's sends, respecting each contact's stated preferences. This keeps your messaging aligned with what people have opted into.

Setting them up

Open the campaign's Settings page. Choose the event that represents your goal, and — if you want to restrict delivery — select the topic to gate the campaign to. Both are optional; leave topic gating unset to send to all enrolled contacts.

Next steps

• Return to the campaigns overview.
• Send the events your goal depends on.
• Manage subscription categories in topics.
• Track conversions in analytics.