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:
A subscriber receives and interacts with your emails (opens or clicks)
The subscriber triggers a conversion event (e.g., saas.purchase)
Sequenzy looks back within the attribution window (default: 24 hours)
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:
Clicks beat opens : A click is a stronger signal of intentMost 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:
Go to Goals in your dashboard
Click Create Goal
Choose Company-wide scope
Set the trigger event (e.g., saas.purchase)
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:
Go to Goals in your dashboard
Click Create Goal
Choose Automation-specific scope
Select the automation to track
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: "user@example.com" }, "saas.purchase" , { amount: 99 , // Event property name: "amount", Label: "Revenue" plan: "pro" }); // Score tracking await triggerEvent ( companyId , { email: "user@example.com" }, "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 triggeredTotal Revenue : Sum of all revenue from conversionsAttributed Conversions : Conversions credited to an emailAttribution 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.churnPolar saas.purchase, saas.cancelled, saas.refundCustom 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 supportedEmail interactions only : Goals only attribute to email opens/clicks, not other touchpointsMinimum window : 1 hour (shorter windows may miss conversions)Maximum window : 30 days (longer windows reduce attribution accuracy)
