How to Create and Use Conversion Lists in PropFuel

Conversion Lists 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 List, you can see the actual value of each campaign and prove ROI to stakeholders.

A Conversion List is a saved filter based on criteria defined by you in PropFuel that identifies which contacts have taken a desired action - often called a “conversion.” Once created, the Conversion List can be linked to a specific campaign. As contacts meet your defined criteria, PropFuel automatically updates the number of conversions and can even estimate an associated dollar value for those conversions.

Conversion Lists allow you to directly see which campaigns drive tangible results - such as membership renewals or event registrations - enabling you to measure ROI effectively. By leveraging the data and insights from Conversion Lists, you can also refine future campaigns and target your messaging for greater engagement and conversions.

1. Navigate to “Lists”: In your PropFuel dashboard, click on Lists.  

2. Create a New List: Click Create New List and give it a descriptive name. For instance, if you’re tracking rejoin rates on a Dormant Win-Back campaign, name the list something like “Conversions – Dormant Win-Back.”  

3. Set List Update Frequency: Select Automatic so PropFuel updates the list every hour.  

4. Add Criteria (Filters): The criteria you choose define what counts as a conversion. You can get very granular (e.g.,Campaign Status > Has answered a question > Select campaign + Contact Field > Expiration Date > More than __ days from now) or keep it broad (e.g.,Campaign Status > Was ever in the campaign > Select campaign + Contact Field > Expiration Date > More than __ days from now). Example: “Contacts who were ever in the Dormant Win-Back campaign” AND “Expiration Date is more than 60 days from now” (indicating they’ve rejoined and have a future expiration date).

5. Save Your List: Click Save. This new list now appears under Lists in your account.  

Tip: If you’re unsure how to define a conversion, 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.

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

1. Click on Campaigns in your PropFuel dashboard.  

2. Select the Desired Campaign. For example, choose your Dormant Win-Back campaign.  

3. Click on the Settings tab, scroll down to the “Conversion Lists” section, and click the “Add Conversion List” button.  

4. In the List field, select your new list from the dropdown. Optional: Add a Conversion Value for each conversion. You can pick an average for an approximate ROI calculation if membership types have different values.

Once your Conversion List is attached to the campaign, PropFuel tracks each contact who meets your conversion criteria. You’ll see a new Conversions box appear under your History tab for that campaign. Over time, as more people convert:

• You’ll see a numerical increase in conversions.

• If you added a conversion value, you’ll see the estimated dollar value grow.

• PropFuel will generate a line graph displaying how conversions progress day by day.

Align your definition of conversion with your organization’s goals - e.g., rejoining, purchasing a product, etc.

Common use cases:  

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

     - Lead Nurture (prospect to member)  

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

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

If you have an older campaign that was created before you knew about Conversion Lists, consider refreshing it with a Conversion List for more accurate tracking.  

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 Lists if you want to monitor different criteria. However, keep in mind that each list 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 Lists update?  

A: By default, automatic lists refresh hourly, but depending on your AMS integration, it can take longer. If you need immediate results, you can manually refresh the list anytime.

Q: I’m not sure which filters to set for my Conversion List. 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.