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The Unified Query Engine is the shared interface for segmenting and filtering contacts across Conversion. It powers audiences, workflow triggers, workflow branches, exit conditions, and contact filters.
Unified Query Engine condition builder

The Unified Query Engine in Conversion

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Queries, groups, and criteria

Queries are made up of groups and individual criteria:
  • Criteria — a statement that evaluates to either true or false for a given contact (e.g., Job Title = "CEO").
  • Groups — one or more criteria joined with AND or OR logic.
You can nest criteria inside groups, and each query can contain any number of groups joined together.

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Operators

The available comparison operators depend on the field’s data type. Operator selection dropdown in the Unified Query Engine

String

String comparisons are case insensitive.
A boolean value of false does not mean the field is unknown.
For “is known / is not known” criteria, if the criterion involves an object other than the contact (e.g., an opportunity) and there are no objects linked to the contact, the field is evaluated as not known.

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Criteria types

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Contact

Filter by contact field values. Select a field, an operator, and enter a value to compare against.

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Company

Filter by the contact’s company fields. Select a field, an operator, and enter a value to compare against. Each contact either has company data directly attached or has a linked company.

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Opportunities

Match contacts linked to opportunities, either through their company or an Opportunity Contact Role. You can narrow results by adding field and role constraints.

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Audiences

Filter contacts based on the audiences they belong to or do not belong to. You can select any number of audiences in a single criterion.

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Campaigns

Filter contacts based on the campaigns they are members of or not members of. You can select any number of campaigns in a single criterion.

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Page visit

Filter contacts based on the web pages they have visited. Toggle between Has visited and Has not visited to filter for contacts who have or have not visited a page.
Website activity tracking is limited by cookie policies and settings. Conversion can only track activity when the pixel is loaded during a contact’s session.
Leaving all filters blank matches any page visit.

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Email

Filter contacts based on their interactions with emails sent from Conversion. Select an activity type:
  • Has been sent
  • Has not been sent
  • Opened
  • Has not opened
  • Clicked a link
  • Has not clicked a link
All email activity has bots filtered out by default.

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Form submission

Filter contacts based on form submissions tracked in Conversion. Toggle between Has submitted and Has not submitted to filter for contacts who have or have not submitted a form.

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Custom event

Filter contacts based on custom events tracked via the Events API. You can toggle between Has occurred and Has not occurred to filter for contacts who have or have not had a specific event tracked. Event
Enter the name of the custom event to filter on (e.g., LOG_IN, feature_activated). Frequency
Specify the minimum number of times the event must have occurred. (Example: at least 1 time.) Time frame
Optionally add a time frame to filter on when the event occurred. Time frames can be configured relative to the current timestamp. (Example: event occurred within the past 7 days.)

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Workflow

Filter contacts based on workflows they have entered or exited in Conversion. Select whether a contact has entered or has exited a workflow.

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Querying inside workflows

When you build a query inside a workflow, event-based criteria (such as page visits, email activity, form submissions, and custom events) include an additional Reference triggering event option.

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Reference triggering event

Enabling Reference triggering event scopes the criterion to the specific event that triggered the workflow, rather than evaluating against all matching events in the contact’s history.
  • If the workflow was not triggered by an event, or was triggered by an event of a different type, the criterion will never match the contact running through the workflow.
  • If the workflow was triggered by a matching event, the criterion evaluates against that single event only.
Use this when you care about scoping the query to the event that triggered the workflow. Leave it disabled when you want the query to apply to all events in the contact’s history.