Standard Conversion Events

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Standard Conversion Events

Introduction

Standard Conversion Events are a powerful feature introduced in October 2024 that allow ActiveCampaign users to quickly and easily track essential customer actions across marketing campaigns. These pre-built events streamline the process of measuring marketing performance, enabling businesses to gain actionable insights into user behavior, campaign effectiveness, and customer engagement.

With a simple setup and no requirement to configure custom events from scratch, Standard Conversion Events reduce friction for marketing teams and empower them to focus on strategy and optimization. From tracking purchases to email clicks, these events lay the foundation for more refined marketing automation and performance analysis.

This feature is part of the broader enhancements to the new Conversions Page, designed to make performance tracking more accessible, flexible, and informative.

How to Access This Feature

Standard Conversion Events are available to customers on ActiveCampaign's Pro and Enterprise plans. This feature is integrated into the updated Conversions Page, which can be accessed through the platform’s main navigation.

To use Standard Conversion Events:

1. Log in to your ActiveCampaign account.
2. Navigate to the updated Conversions Page.
3. Select from the available Standard Conversion Events.

You can also review related information in 2024 Release Notes for additional platform updates during the October 2024 release.

Step-by-Step Instructions

Setting up a Standard Conversion Event is a streamlined process. Follow the steps below:

1. Navigate to the Conversions Page

- In your ActiveCampaign account, go to the **Conversions Page** where all conversion functionality resides. - Locate the section labeled **Standard Conversion Events**.

2. Select an Event

You will see a list of pre-built conversion templates. You can select from the following: - **Has made a purchase** - **Has subscribed to a list** - **Has submitted a form** - **Has a tag** - **Has clicked an email** - **If the contact field is a specific value** - **Has a custom object or integration event**

Click on the event most relevant to your objective.

3. Follow the Prompts

Each event selection guides you through a setup wizard. Depending on the event type, you might be asked to: - Choose specific forms, lists, or tags - Set rule conditions for field values - Define trigger criteria for custom objects or integrations

4. Save and Test

After completing the prompts and validating your setup: - Click **Save** - Optionally, run a test using a sample contact to ensure the event triggers correctly

5. Monitor Conversions

Once your events are active, data collection and performance tracking begin. You can monitor these metrics directly on the Conversions Page.

Configuration Options and Settings

Below are key configuration options available within the Standard Conversion Events feature:

• **Has made a purchase** – Track contacts who complete purchases via ecommerce integrations.
• **Has subscribed to a list** – Monitor when contacts subscribe to specific email lists.
• **Has submitted a form** – Detect conversions via form completions embedded across your marketing channels.
• **Has a tag** – Use tag assignments as conversion triggers (e.g., buyers, leads, trial users).
• **Has clicked an email** – Track conversions based on email engagement.
• **If the contact field is a specific value** – Trigger based on custom field values (e.g., lifecycle stage, industry).
• **Has a custom object or integration event** – Use events from third-party integrations and custom-defined objects to track conversions.

All these configurations are accessible through an intuitive, guided setup process designed to reduce the complexity of setting up measurement logic manually.

Best Practices and Tips

• **Start with key funnel actions**: Focus on the most impactful user actions such as purchases or signups.
• **Use tags strategically**: Assign tags when important milestones are reached, then use those tags within conversions.
• **Segment by conversion behavior**: Leverage behavioral data (e.g., email clicks, form submissions) to refine automations and contact flows.
• **Deploy A/B testing** with conversion tracking in place to measure what messaging or channel works best.
• **Keep names consistent**: When defining conversion events, use consistent naming conventions for clarity across the team.
• **Use custom objects wisely**: Leverage these only if your business case requires tracking events from outside the standard schema.

Common Use Cases with Examples

Here are a few examples of how marketers can utilize Standard Conversion Events to track and optimize engagement:

Example 1: Ecommerce Purchase Tracking

Use the **Has made a purchase** event to trigger a post-sale email automation or report on product conversion rates based on campaigns.

Example 2: Lead Form Engagement

Use the **Has submitted a form** event to measure how many visitors convert to leads through a landing page form.

Example 3: Newsletter Signup

Mark a conversion when new contacts **subscribe to a list**, such as a promotional or welcome sequence list.

Example 4: Email Campaign Clicks

Trigger product interest campaigns when a contact **clicks an email**, signaling interest in a specific offer or content.

Example 5: CRM Integration with Custom Events

Use **custom object or integration event** tracking to log lifecycle milestones from external CRMs, like Salesforce or HubSpot.

Troubleshooting

If your conversion event does not appear to be tracking correctly, consider the following:

• **Check plan eligibility**: Ensure you’re on a Pro or Enterprise plan, which is required to access this feature.
• **Verify trigger accuracy**: Double-check the selected fields, tags, forms, or lists in the setup match the actual values used.
• **Test with a known contact**: Use a contact who has completed the action to ensure the event is triggering as expected.
• **Avoid multiple overlapping conversions**: Limit tracking to clear, distinct behaviors to prevent duplication or confusion.
• **Check event logs**: If possible, review event logs or automation history to confirm whether the conversion was recorded.

If issues persist, refer to the original 2024 Release Notes or submit a support request through your ActiveCampaign dashboard.

Related Features

The introduction of Standard Conversion Events is closely tied to several features across the platform, including:

• Automation – Standard Conversion Events are often used as triggers within automation workflows.
• 2024 Release Notes – Learn about additional recent platform updates such as the New Conversions Update.
• ActiveCampaign Release Notes – Stay informed about historical changes and feature rollouts.

For detailed information on general conversion tracking setup, refer to:

• How do I set up and manage conversions in ActiveCampaign?

FAQ

What are Standard Conversion Events in ActiveCampaign?

Standard Conversion Events are pre-built conversion types available in the ActiveCampaign platform that help you track common user actions like purchases and form submissions without custom setup.

Which plans include Standard Conversion Events?

This feature is available to customers on the **Pro** and **Enterprise** plans.

Can I use custom objects as conversion triggers?

Yes, one event type allows you to set conversions based on **custom objects or integration events**, adding flexibility to advanced users.

Where do I set up Standard Conversion Events?

You can access them from the updated **Conversions Page** in your ActiveCampaign account.

Can I use these events in my Automations?

Yes, Standard Conversion Events can be used to trigger workflows in Automation.

How quickly does conversion tracking start after setup?

Once saved, conversion tracking begins immediately and populates data in the **Conversions Page**.

What actions can Standard Conversion Events track?

You can track actions such as purchases, list subscriptions, form submissions, contact field values, email clicks, tag assignments, and external integration events.

See Also

• New Conversions Update
• Automation
• 2024 Release Notes
• ActiveCampaign Release Notes