Most campaigns are designed to drive some specific behavior, like making a purchase or getting users to return to your app. The Goal tab is where you choose your goals and conversion settings for every campaign.

See below for more on your Goal, Conversion, and Attribution settings in Leanplum.

Goal categories

The Goal category will help you organize your campaigns in the overview table. When setting up your campaign, choose a category that aligns best with your end goal for this specific campaign.

Notify. Make a general announcement. Examples: New feature announcements, technical alerts (such as scheduled downtime), email newsletters, or simple greetings.

Onboard. Onboard new users to your app. Examples: Drip campaign to explain features of the app, in-app product walkthrough, reminder for users who didn’t complete the registration process.

Engage. Increase app usage. Examples: Promotion of new content such as movies or music, announcements for a daily tournament, notification of new dating matches or nearby restaurants.

Monetize. Drive purchases. Examples: Shopping cart abandonment campaigns, sales or limited-time promotions, promotion of paid features to free users.

Re-Engage. Get lapsed users back into the app. Examples: Special offers for users who have not recently used app, communicating new app features to users who have not recently logged in, reminders about music a user favorited for users who have not recently used app.

Other. Drive other behavior, unrelated to purchases or re-engagement. Examples: Campaign to drive push notifications opt-in, email subscriptions, etc., campaign to increase social sharing about the product, Drive more app store ratings, survey to collect NPS score from users.

Conversion events

The conversion event is the user behavior you want your campaign to drive. If the user converts, you know the campaign was successful. For example, if your campaign's goal is to "monetize," then your conversion event could be when a user completes your Purchase Event.

Users can convert at any point during the campaign or Attribution window. Your campaign's analytics will track every conversion event metric.

Possible Conversion events include:

• User first starts app, User starts or resumes app
• User triggers event, User triggers event when parameter value is X
• User advances to state, State triggers when parameter value is X
• User attribute changes, User attribute changes to X value, User attribute change from X to Y value
• Custom events that you track in Leanplum

When a user completes the conversion event, they are exited from the campaign and don't receive any further actions. (However, users can re-enter the campaign if they complete the entry trigger again.)

Attribution window

When a user receives the last action they're eligible for in a campaign, the Attribution window determines how long afterward you can count their activity toward your campaign's conversion metrics.

Users cannot re-enter the campaign again until the Attribution window ends for them.

The Attribution window begins when a user receives the final action or message for them in the campaign (i.e., there are no more messages or actions that particular user can receive).

It could be a user's final action for any reason:

• They reached the last action in the entire campaign.
• The user's target status disqualified them from all remaining messages.
• They missed a previous action. (To receive an action, a user must have received all preceding actions in a chain.)

The Attribution window ends

• When a user performs your Conversion event in a single conversion campaign.
• When the user reaches an Exit action.
• When the user has no additional actions scheduled and the Attribution window expires.

Examples
We'll assume there's a 7-day Attribution Window:

• A user receives the last action in the campaign, and 3 days later they complete the conversion event. This user will count towards your campaign’s conversion metrics.

• A user receives the last action in the campaign, then 8 days later they perform the conversion event. This user will not count as a conversion in your campaign's analytics.

• A user receives the first action in the campaign but doesn’t qualify for any of the following actions. That user has 7 days from the first action (their last interaction with the campaign) to perform the conversion event and count as a campaign conversion.

• A user receives a message from your campaign on Tuesday, then the Campaign's End date passes on Thursday. The user will have until the following Tuesday (seven days after their last campaign interaction) to convert and count towards your campaign's conversion metric.