Conversion Segments in PropFuel allow you to measure the impact of specific campaigns on member (or prospect) actions, such as renewing membership, rejoining, or completing a desired activity. By setting up a Conversion Segment, you can see the actual value of each campaign and prove ROI to stakeholders.

A Conversion Segment is a saved filter that identifies which contacts have taken a desired action (a "conversion"). Once created, the segment can be linked to a specific campaign. As contacts meet your defined criteria, PropFuel automatically updates the number of conversions and can estimate an associated dollar value.

Conversion Segments allow you to directly see which campaigns drive tangible results, such as membership renewals or event registrations, enabling you to measure ROI effectively. You can also use these insights to refine future campaigns and target your messaging for greater engagement.

• Win-Back Campaigns (dormant, collapsed, or lapsed member rejoin)

• Acquisition (prospect to member)

• Onboarding (first-time joiners who successfully renew within a set timeframe)

1. Navigate to "Segments" on the PropFuel sidebar and click "Create Segment."

2. Name your segment descriptively. For instance, if you're tracking rejoin rates on a Dormant Win-Back campaign, name it something like "Conversions – Dormant Win-Back." You can also add a description explaining what the segment tracks.

3. Set Update Frequency to Dynamic so PropFuel updates the segment regularly.

4. Build your filters. The criteria you choose define what counts as a conversion. You can get very granular or keep it broad depending on your needs.

Tracks only people who actively engaged with your campaign and converted.

• Campaign Status > Has answered a question > Select campaign AND

• Contact Field > Expiration Date > More than __ days from now

Tracks everyone who was in the campaign and converted, whether they responded or not.

• Campaign Status > Was ever in the campaign > Select campaign AND

• Contact Field > Expiration Date > More than __ days from now

You can group all filters together, or separate them into multiple filter groups to segment by specific criteria.

Example: If you want to include multiple specific member types in the conversion segment:

• Filter Group 1:

  • Campaign Status > Was ever in the campaign > Select campaign AND

  • Contact Field > Expiration Date > More than __ days from now AND

  • Contact Field > Member Type > Select First Member Type

• Filter Group 2:

  • Campaign Status > Was ever in the campaign > Select campaign AND

  • Contact Field > Expiration Date > More than __ days from now AND

  • Contact Field > Member Type > Select Second Member Type

To exclude certain groups, create an exclusion group with that criteria.

Example: If you want to exclude autorenewals from the renewal conversion segment:

• Must Match Filters:

  • Campaign Status > Was ever in the campaign > Select campaign AND

  • Contact Field > Expiration Date > More than __ days from now

• Must Not Match:

  • Contact Field > Autorenewals = 1 or yes or true

5. Review your segment. Click "Next" to see an overview of the segment, the contacts pulled based on your filter criteria, and the filters used.

6. Submit if correct. If the data looks as expected, click "Submit." You now have a conversion segment!

Tip: If you're unsure how to define a conversion for your Conversion Segment, start with a broad approach (e.g., "Has ever been in [Campaign Name] and renewed or rejoined"). You can refine criteria later to capture more nuanced behaviors.

Need to upload a list of contacts for your conversion segment? Follow these steps.

After creating your segment, you must attach it to the relevant campaign so PropFuel can track and display conversions automatically.

1. Add the segment to your campaign. Navigate to the campaign's History tab and select "Track Conversion." Choose your conversion segment and optionally add a dollar amount (membership or registration price) to track ROI.

2. View conversion data. Once added, you'll see a Conversions box appear on the History tab with a chart showing conversions over time. The segment will automatically update hourly since you selected Dynamic frequency.

What you'll see as conversions come in:

• A numerical increase in conversions

• Estimated dollar value (if you added a conversion value)

• A line graph displaying how conversions progress day by day

Define "Conversion" Carefully

Align your definition of conversion with your organization's goals, such as rejoining, purchasing a product, or registering for an event.

Leverage Managed Services

If you have PropFuel's Managed Services, reach out for help setting up Conversion Segments across all relevant campaigns. Provide clarity on how you'd like to define "conversion," and we can take care of the implementation details.

Refresh Old Campaigns

If you have an older campaign that was created before you knew about Conversion Segments, consider adding a Conversion Segment for more accurate tracking.

Monitor & Adjust
Regularly review the conversion data to see which segments or messages work best. Adjust your targeting and criteria to refine performance.

Q: Can I track multiple conversion types in a single campaign?
A: Yes, you can add multiple Conversion Segments if you want to monitor different criteria. However, keep in mind that each segment should have a clearly defined goal.

Q: What if my membership or product has different price points?
A: You can input an average dollar value for the conversion amount. While it's not 100% precise, it will still give you a solid estimate of your ROI.

Q: How often do Conversion Segments update?
A: By default, dynamic segments refresh hourly, but depending on your AMS integration, it can take longer. If you need immediate results, you can manually refresh the segment anytime.

Q: I'm not sure which filters to set for my Conversion Segment. Can PropFuel help?
A: Absolutely! Your dedicated PropFuel Client Success Manager can help you identify and set the appropriate filters. Just reach out to us.