# How can we help?

## Overview

**Conversion Propensity** is an extension of Purchase Propensity, designed for clients who do not send order data to Cordial. The model predicts which contacts are most likely to complete key business objectives. Examples include:

- Reading content
- Clicking links within content
- Booking a trip
- Submitting a form
- Completing an application

To enable the model, provide the account’s target conversion event(s) from contact activities so the appropriate event mapping can be configured.

## How the model works

Using the past 90 days of engagement data, Conversion Propensity scores contacts to enable audience prioritization, personalization, and campaign optimization based on each client’s unique definition of conversion. The Conversion Propensity model assigns a propensity score of **high**, **medium**, or **low** to applicable contacts based on their behaviors.

## Conversion Propensity attribute

Purchase Propensity is a contact attribute: `crdl_ai_conversion_propensity`.

- Once enabled in your account, you can [use it to build audiences in the Audience Builder](https://support.cordial.com/hc/en-us/articles/27013532311565-Purchase-Propensity#h_01HZ53FYTD4NH785RXGRPCHGWC).
- You can also [view the attribute in each contact's Contact Profile](https://support.cordial.com/hc/en-us/articles/27013532311565-Purchase-Propensity#h_01HZ53HWZKZHKBSVGZHM0Y9DPB).

> **Use cases**  
> - Tailor campaigns or loyalty programs to people with high Purchase Propensity, offering personalized discounts or promo codes to drive sales.  
> - Use Purchase Propensity alongside [Unsubscribe Risk](https://support.cordial.com/hc/en-us/articles/28041972882061) to pinpoint cross-selling opportunities for contacts with low unsubscribe risk who are likely to make a purchase.