Goals & Attribution

Track which emails drive conversions with last-touch attribution

Goals & Attribution

Goals let you track which emails in your sequences drive specific outcomes like revenue, signups, or any custom conversion you care about. Using last-touch attribution, Sequenzy credits conversions to the most recent email interaction before the event occurred.

Why Track Goals?

When running email automations, you need to know:

• Which email in a sequence convinced the subscriber to convert?
• How much revenue is each email generating?
• Are certain emails underperforming and need optimization?

Without goals, you can see email metrics like opens and clicks. With goals, you can see which emails actually drive results.

How Attribution Works

Sequenzy uses last-touch attribution to connect conversions to emails:

1. A subscriber receives and interacts with your emails (opens or clicks)
2. The subscriber triggers a conversion event (e.g., saas.purchase)
3. Sequenzy looks back within the attribution window (default: 24 hours)
4. The most recent email interaction gets credit for the conversion

Email clicked → (within 24h) → Purchase event → Email gets credit

Attribution Priority

When multiple interactions exist within the attribution window:

1. Clicks beat opens: A click is a stronger signal of intent
2. Most recent wins: Among the same interaction type, the newest wins

For example, if a subscriber:

• Opened Email A (8 hours ago)
• Clicked Email B (2 hours ago)
• Made a purchase (now)

→ Email B gets credit because it was clicked (stronger signal) and most recent.

Setting Up Goals

Company-Wide Goals

Track overall revenue or conversions across all your emails:

1. Go to Goals in your dashboard
2. Click Create Goal
3. Choose Company-wide scope
4. Set the trigger event (e.g., saas.purchase)
5. Optionally specify a revenue property (e.g., amount)

Company-wide goals track conversions from all emails—campaigns, transactional, and sequences.

Automation-Specific Goals

Track conversions from a specific sequence:

1. Go to Goals in your dashboard
2. Click Create Goal
3. Choose Automation-specific scope
4. Select the automation to track
5. Set the trigger event and attribution window

This is useful when you want to measure the effectiveness of a specific onboarding sequence or win-back campaign.

Goal Configuration

Setting	Description	Default
Trigger Event	The event that counts as a conversion	Required
Event Property Name	Event property to track (e.g., “amount”, “score”)	Optional
Event Property Label	Display label (e.g., “Revenue”, “Points”)	Optional
Attribution Window	How far back to look for email interactions	24 hours
Scope	Company-wide or automation-specific	Company-wide

Tracking Values

When you specify an event property, Sequenzy extracts the value from your event data:

// Revenue tracking
await triggerEvent(companyId, { email: "[e-mail]" }, "saas.purchase", {
  amount: 99, // Event property name: "amount", Label: "Revenue"
  plan: "pro"
});

// Score tracking
await triggerEvent(companyId, { email: "[e-mail]" }, "quiz.completed", {
  score: 85, // Event property name: "score", Label: "Score"
  level: "advanced"
});

Values are stored internally multiplied by 100 for precision (e.g., $99 is stored as 9900).

If no event property is specified, conversions are counted but the tracked value will show as 0.

Viewing Goal Metrics

Goal Dashboard

The Goals page shows all your goals with key metrics:

• Total Conversions: Number of times the goal was triggered
• Total Revenue: Sum of all revenue from conversions
• Attributed Conversions: Conversions credited to an email
• Attribution Rate: % of conversions attributed to emails

Per-Email Breakdown

Click into a goal to see which emails are driving conversions:

Metric	Description
Conversions	Number of conversions attributed to this email
Revenue	Total revenue from attributed conversions
Attribution Type	Whether conversion came from opens or clicks

This helps you identify your highest-performing emails and optimize underperformers.

Attribution Windows

The attribution window determines how far back Sequenzy looks for email interactions:

Window	Best For
24 hours	Short sales cycles, impulse purchases
7 days	Considered purchases, B2B SaaS
14-30 days	High-ticket items, long decision cycles

Choose based on your typical customer journey. If most conversions happen within a day of an email, use 24 hours. For longer sales cycles, extend the window.

Common Goal Types

Revenue Goals

Track purchases and subscription conversions:

Event: saas.purchase
Event Property: amount
Property Label: Revenue
Window: 24 hours

Signup Goals

Track trial starts or account activations:

Event: saas.trial_started
Revenue Property: (none)
Window: 7 days

Custom Goals

Track any conversion meaningful to your business:

Event: onboarding.completed
Event: feature.adopted
Event: referral.sent

Best Practices

1. Start with Revenue

If you’re tracking payments, start with a revenue goal. It directly ties email performance to business outcomes.

2. Use Consistent Event Names

Standardize your event naming across your application. This makes it easier to create and maintain goals.

3. Set Realistic Windows

Don’t make attribution windows too long—you’ll attribute conversions that weren’t influenced by email. Start with 24 hours and extend only if your data shows longer consideration periods.

4. Track Both Types

Create both company-wide goals (overall revenue) and automation-specific goals (sequence performance) for complete visibility.

5. Monitor Attribution Rate

A low attribution rate (many unattributed conversions) might mean:

• Your attribution window is too short
• Conversions happen through other channels
• Subscribers aren’t engaging with emails before converting

Events That Trigger Goals

Goals are triggered when you call the Events API or when integrated payment providers (Stripe, Polar, Paddle, Dodo) send webhook events:

Source	Events
Stripe	saas.purchase, saas.cancelled, saas.churn
Polar	saas.purchase, saas.cancelled, saas.refund
Custom API	Any event you trigger via the Events API

Events

Learn how to trigger custom events

Limitations

• Last-touch only: Multi-touch attribution is not currently supported
• Email interactions only: Goals only attribute to email opens/clicks, not other touchpoints
• Minimum window: 1 hour (shorter windows may miss conversions)
• Maximum window: 30 days (longer windows reduce attribution accuracy)

Related

Events

Trigger conversion events from your app

Metrics

View your email analytics

Sequences

Create automated email workflows

Stripe Integration

Automatically track payment events