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 one or more sends (see How Attribution Works below).

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.

How Attribution Works

Attribution answers the question: which email gets credit for this event? JustAI uses two different methods depending on the type of event.

Engagement events: direct attribution

Opens, clicks, and unsubscribes are generated by your ESP, and the ESP knows exactly which message triggered them — every tracked open or click carries the identifiers of the specific email that was sent. When these events reach JustAI, they tag directly back to that exact send, variant, and user. There is no ambiguity: an open on email A is credited to email A and nothing else.

Conversion events: window-based attribution

Conversions (purchases, signups, upgrades, and other custom events) are different. They happen in your product or on your website — not inside the email — so there is no direct link tying the event back to a specific message.

Instead, JustAI attributes conversions using a send-time window:

1. A conversion event arrives for a user.
2. JustAI looks up all emails sent to that user within the attribution window — 48 hours by default.
3. The conversion is attributed to all of those emails.

If a user received two emails yesterday and converts today, both emails get credit for the conversion. This many-to-one crediting is standard practice in the email marketing industry: there is no reliable way to know which individual message drove the conversion, so every message that plausibly influenced it within the window shares the credit.

Note

The exact window length and crediting rule are configured per integration during onboarding. Some integrations use a shorter window (for example, 24 hours) or credit only the most recent qualifying send (last-touch). Your JustAI team can confirm which model applies to your account.

A few implications worth knowing:

• Conversion counts can overlap. The same conversion may count toward multiple templates or campaigns if the user received sends from each within the window.
• Comparisons between variants stay fair. The same window applies to every variant, so window-based attribution doesn’t bias optimization toward any particular variant.
• Conversions with no qualifying send are dropped. If the user received no email in the window, the event isn’t attributed to anything.

Scoring Windows

Separate from per-event attribution, JustAI uses two parameters to decide which sends and their accumulated metrics are included when scoring variants:

• lookback_days (default: 14) — How far back sends are considered when aggregating metrics for scoring. Sends older than this window no longer influence variant scores.
• offset_days (default: 3) — A maturity period before a send’s metrics count toward scoring. This gives conversions time to accumulate so recent sends aren’t judged on incomplete data.

For example, with defaults: a send from 10 days ago contributes its metrics to scoring. A send from yesterday doesn’t yet (still within the offset period). A send from 20 days ago no longer does (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:

• Remember conversions are only attributed to emails sent within the attribution window (48 hours by default). Conversions that happen later than that after a send won’t be credited to it.
• Check your scoring windows. The default 3-day offset means the most recent sends’ metrics haven’t matured into scoring yet.
• 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.