How to Define your Conversion Criteria

1. Create a Person Audience

To create a new Conversion event, first you need to define when a conversion event should be sent. You can do this in Clearbit using a Person Audience.

To create a Person Audience:

  1. Navigate to the Person Audiences page.
  2. Select an existing audience, or create a new person audience.

If you create a new audience:

  1. Name your audience, and choose a collection to organize it.
  2. Define your conversion criteria. Based on the criteria you choose, new conversion events will be sent whenever a person enters or re-enters the audience.
  3. Click Create audience.


2. Define your conversion event criteria

Once you have determined which lead stage(s) you would like to optimize for, define the criteria that a person must meet to become a conversion.

Learn More: What conversion stage should I optimize for?

Conversion audiences typically have a few key fields:

a. Event Timestamp (required)

Choose a field in your CRM, MAP, or CDP that describes whether or not the person has reached the desired stage, or fits the desired criteria, for you to send a conversion event.

We recommend using timestamps for stage validation:


For example, if you are creating an MQL conversion event you would use logic to time-bound the MQL creation date to the past week.

Why do I need a timestamp?

We recommend using a timestamp to validate stages for two reasons:

  1. Timestamps do not change state - If, for example, a person quickly switches from Lead to MQL, the system may not catch the conversion event using a True/False boolean or a Status field since the field will have changed.
  2. Timestamps protect from backfills and ops updates - Operations teams will sometimes backfill or fix historical data. Because Clearbit conversions work by triggering conversion events when someone enters an audience, backfills may inadvertently trigger conversions that should not be sent. To account for this, we recommend creating a time-bounded audience (e.g. send a conversion event if a new lead was created within the past 7 days).

b. Stage Validation (optional)

If you are optimizing for qualified leads, you may need to validate the quality using a field in your CRM, MAP, or CDP. You can also use Clearbit attributes to score your leads in-platform.


If your timestamp field already validates the stage (e.g. MQL Date) you can skip this step.

c. Lead Source Exclusions (optional)

Some organization import leads into your CRM or MAP, often to allow their teams to run coordinated outbound campaigns.

To identify leads created from a list purchase or prospector tool, operations teams typically define a Lead Source value (e.g. Lead Source = Import).

To avoid counting imports from Lead events, consider excluding records with that lead source.


If you are optimizing towards an MQL or PQL event, you do not need to use this exclusion because you should count every qualified lead, regardless of source!

d. Multi-Object Validation (optional)

Platforms like Salesforce store data on people across different objects, most commonly Leads and Contacts. If your system deduplicates email addresses before they enter the system, you may have different person-level data stored on different records.

To account for that, create two groupings using OR logic and define your audience criteria for each object.


3. Save your Person Audience

Click save, and the audience will populate with people who currently fit your audience criteria.


You can view the records and the associated CRM, MAP, and CDP objects and variables to quickly audit the audience, identify anyone who should not be in the audience, and adjust your logic before sending.


Next Step: Sync to a Conversion Destination