Track how your marketing campaigns (email and sms) drive real business results by setting up conversions in Brevo. Learn what conversions are, why they matter for your business, and how to configure them to measure your return on investment (ROI) across all marketing channels.
What is a conversion and why track it?
A conversion is any action representing a business goal you want to achieve through marketing campaigns. Tracking conversions lets you measure marketing effectiveness, identify top-performing channels, and calculate ROI.
Without conversion tracking, you see email and SMS opens and clicks, but not what happened next: Did they purchase? Book a meeting? Register for your event? Conversion tracking connects marketing activities to real business outcomes, enabling data-driven decisions about where to invest.
Common conversion examples and use cases
Different businesses track different conversions depending on their goals. Here are some detailed examples:
If you run an online store, you can track when customers make a purchase after receiving your marketing messages. You can see which campaigns drive the most sales and revenue, helping you optimize your product promotions and understand your email marketing ROI
For example:
- You send an email promoting a new product collection.
- A contact opens the email, clicks through to your website, and completes a purchase within 7 days.
- The conversion is tracked and attributed to your email campaign.
If your goal is to collect qualified leads, you can track when someone submits a contact form, downloads a whitepaper, requests a demo, or signs up for a newsletter. You can identify which marketing messages generate the highest quality leads and measure the cost per lead for each campaign.
For example:
- You send an SMS with a link to download a free guide.
- A contact clicks the SMS link and submits their information to access the guide.
- The form submission is tracked as a conversion.
If you promote events, webinars, or appointment bookings, you can track when recipients register or schedule a meeting through your marketing campaigns. You can measure which channels drive the most registrations and optimize your event promotion strategy to increase attendance.
For example:
- You send a push notification about an upcoming webinar.
- A user taps the notification and registers for the event.
- The registration is tracked as a conversion attributed to your push campaign.
If you send abandoned cart reminders, you can track how many recipients return to complete their purchase, directly measuring the effectiveness of your recovery campaigns. You can calculate exactly how much revenue your abandoned cart campaigns recover and continuously improve your messaging to maximize conversions.
For example:
- A customer adds items to their cart but does not complete checkout.
- You send an automated email reminder with the abandoned cart items.
- The customer clicks the email link and completes the purchase.
- The conversion is tracked and attributed to your abandoned cart campaign.
If you offer software or subscription services, you can track when users sign up for a free trial, upgrade to a paid plan, or renew their subscription after receiving marketing communications. You can measure the effectiveness of your upgrade campaigns and understand which messaging drives the highest conversion from free to paid users.
For example:
- You send an email campaign promoting a limited-time discount on annual subscriptions.
- A free user clicks through and upgrades to a paid plan.
- The upgrade is tracked as a conversion.
Before you start
To be able to track conversions on your website, ensure you meet the following requirements:
- The Brevo tracker is installed on your website. You can either install the tracker by copy-pasting the tracker code on your website, or by using one of our plugin.
-
Ensure you have created the corresponding track events on your website.
Track
events are custom actions that trigger when a user completes a specific
action.
To learn more about how to create track events, check our dedicated developer
article
Track events.
💡 Gut zu wissenIf a developer assisted with the setup of your website, share these instructions with them and request the creation of these events. This setup typically takes less than one hour.
Step 1: Configure attribution and currency settings
Before creating your first conversion metric, configure how conversions should be attributed to your marketing activities and in which currency your revenue should be displayed.
To access your conversions settings, click your account drop-down > Settings > Marketing > Conversions. From there you can:
🔀 Configure your attribution model
The attribution model determines how credit for a conversion is distributed across marketing touchpoints. You can choose between two attribution models:
With Linear attribution, if multiple marketing activities happened before the conversion, credit is split equally between them.
Example:
- Day 1: Contact opens an email
- Day 4: Contact clicks on an SMS
- Day 6: Contact makes a purchase
Result: 50% credit to the email campaign, 50% credit to the SMS campaign.
❓ When to use linear attribution?
Use this model when you want to give equal recognition to all marketing touchpoints that contributed to a conversion. This is ideal for understanding the full customer journey across multiple channels.
With cooperative last-touch attribution, 100% of the credit goes to the last eligible marketing activity before the conversion.
Example:
- Day 1: Contact opens an email
- Day 4: Contact clicks on an SMS (last touchpoint)
- Day 6: Contact makes a purchase
Result: 100% credit to the SMS campaign.
❓When to use cooperative last-touch attribution?
Use this model when you want to focus on the final marketing interaction that directly preceded the conversion. This is useful for identifying which campaigns are most effective at closing deals.
For each type of conversion, we apply an attribution window that defines how long after a marketing interaction a conversion can still be credited to that activity:
- If the conversion occurs within the attribution window, the marketing activity receives credit.
- If it occurs after the window closes, the activity does not receive credit.
Each marketing channel has a default attribution window:
| Channel | Touchpoint | Attribution Window |
|---|---|---|
| Open | 7 days | |
| Click | 7 days | |
| SMS | Delivered | 24 hours |
| SMS | Click | 5 days |
💰 Set a revenue currency
Select the currency in which you want your conversion revenue to be calculated. All conversion revenue will be displayed in this currency.
Once you have configured your conversions settings, click Save settings. You are now ready to create your first conversion! 🎉
Step 2: Set up a conversion metric
To start tracking conversions, you need to create a conversion metric in your Brevo account. During setup, you will choose how to attribute conversions to your marketing activities.
To set up a conversion metric:
- Go to Analytics > Conversions.
- Click Create metric.
- Enter a name for your conversion metric. This name should clearly define your business goal. For example, "Online coaching booked above 100€".
- Select the event from your website you want to count as a conversion. In this example, we will choose the meeting_booked event.
- (Optional) Refine your conversion event calculation by defining advanced filters. This allows you to specify when and with which parameters an event should be considered as a conversion. In this example, our meeting name should include "online" and the meeting price should be "more than 100€".
- Activate the Track revenue option if your event includes number and choose which attribute contains the revenue you want to calculate.
- Click Create metric.
Step 3: Measure your marketing ROI
After you set up your conversion metrics, Brevo automatically tracks conversions and generates reports showing how your marketing activities perform. You can access your conversions metrics in different places depending on your needs:
- Conversions page for global conversion metrics.
- Email campaign report and SMS campaign report for info on specific campaigns.
- Automation step for statistics on specific automations.
How can I analyze the conversions statistics to improve my ROI?
By tracking conversions, you can calculate the return on investment (ROI) of your marketing campaigns and understand which channels and messages drive the best results. To measure your ROI:
- Review your conversion reports to see which campaigns generated conversions.
- Compare the number of conversions to your campaign costs to calculate your ROI.
- Use attribution data to identify which channels and touchpoints contribute most to conversions.
- Optimize your future campaigns based on the insights you gather from conversion data.
Access global conversion statistics
To access global conversions statistics, go to Analytics > Conversions. The conversions page offers two levels of statistics: basic overview of all your metrics, and an advanced statistics view for each individual metric.
The conversions listing page gives you a snapshot of all your conversion metrics at a glance. For each metric, you can see:
- Metric - Name of the conversion metric and its creation date.
- Status - Whether the metric is active or inactive.
- Event - Tracked event that triggers a conversion (e.g., Meeting booked, Order created), along with any applied filters.
- Conversion count - Total number of times the event was triggered.
- Revenue - Total revenue attributed to that metric, or Not Tracked if revenue tracking is not enabled.
Click on a conversion metric name to open its detailed report. You can filter the data by selecting a custom date range at the top right.
The advanced statistics include:
- Total conversions - Total number of conversion events recorded.
- Total revenue - Total revenue generated.
- Average conversion revenue - Average revenue per conversion.
- Unique contacts - Number of distinct contacts who converted.
Below those metrics, you will also find different sections:
- Conversions over time - Chart showing conversion trends over the selected period, that you can filter by Events or Revenue.
- Channel breakdown - Donut chart showing the share of conversions by channel (Email, SMS, or Unattributed).
- Source breakdown - Donut chart showing the share of conversions by source (Marketing, Automation, or Unattributed).
-
Conversions by marketing activities - Detailed
table listing
each marketing activity that contributed to conversions, including:
- Name - Campaign or activity name.
- Channel - Channel used (Email or SMS).
- Source - Source type (Campaign, Automation, or Unattributed).
- Total revenue - Revenue generated and its percentage of total revenue.
- Average revenue - Average revenue per conversion for that activity.
- Conversions - Number of conversions and their percentage of the total.
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