Conversion Events

Conversion events are the signal JustAI uses to optimize. Without them, the bandit has nothing to learn from — it can’t tell which variants are winning.

What Gets Tracked

JustAI tracks these metrics per template and per variant:

• open_rate — Email opens
• click_rate — Link clicks
• conversion_rate — Custom conversion events (purchases, signups, etc.)
• unsubscribe_rate — Unsubscribes
• revenue — Revenue attributed to the message

You select which metric to optimize for when configuring your experiment. The bandit allocates more traffic to variants that perform better on your chosen metric.

How Events Flow to JustAI

Events arrive via webhooks from your ESP. The flow:

1. User receives a message containing a JustAI-served variant.
2. User takes an action (opens, clicks, converts).
3. Your ESP fires an event.
4. The event is forwarded to JustAI via webhook.
5. JustAI attributes the event to the specific variant and user.

Supported ESPs: Braze, Customer.io, Iterable, Segment, Salesforce Marketing Cloud (SFMC).

Note

JustAI does not generate events itself. It relies entirely on your ESP’s event pipeline. If your ESP isn’t firing events, JustAI won’t see any conversions.

Attribution Windows

JustAI uses two parameters to determine whether an event counts as a conversion for a given message:

• lookback_days (default: 14) — How far back to look for a qualifying send when an event comes in. A conversion event is attributed to a variant if the user received that variant within this window.
• offset_days (default: 3) — A grace period before conversions start counting. This avoids attributing conversions that happened before the message could have reasonably influenced the user.

For example, with defaults: if a user converts on Day 10 after receiving a message, the conversion counts. If they convert on Day 1, it doesn’t (within the offset window). If they convert on Day 20, it doesn’t (outside the lookback window).

Setting Up Event Forwarding

1. Configure your ESP webhook

In your ESP, set up a webhook that forwards relevant events to your JustAI webhook endpoint. Your JustAI team will provide the endpoint URL and any required authentication headers during onboarding.

2. Select events to forward

At minimum, forward:

• Email open events
• Email click events
• Any custom conversion events you want to optimize for

3. Verify in JustAI

Once events are flowing, check your template’s results dashboard. You should see:

• Per-variant send counts incrementing
• Conversion data appearing within 24-48 hours of the first sends
• Metrics populating for your selected optimization goal

Troubleshooting

No conversion data appearing:

• Confirm your ESP webhook is active and pointed at the correct JustAI endpoint.
• Check that the event name in your ESP matches what JustAI expects.
• Verify the webhook isn’t failing silently — most ESPs have a webhook delivery log.

Conversion numbers seem low:

• Check your attribution window. The default 3-day offset means very early conversions won’t count.
• Confirm you’re forwarding the right event. A “page view” event is different from a “purchase” event.

Data appears for some variants but not others:

• This is usually normal early on. Variants with less traffic take longer to accumulate events.
• If a variant has significant sends but zero conversions after several days, check whether the variant’s links and tracking are correctly configured.

Caution

Changing your conversion event mid-experiment will disrupt results. If you need to switch metrics, milestone the experiment first so scoring resets cleanly.