What's new

Conferences, tradeshows, dinners, and roundtables now run as campaigns in Conversion, alongside webinars. Each event is its own campaign. Use the built-in types or create your own, and map your own status names to registered, waitlisted, attended, and no-show.

Connect Cvent, Luma, or Splash from Settings, then Integrations. Registrations, waitlist changes, and check-ins sync to the event’s members, and members without a check-in move to no-show when the event ends.

Synced with your event platform and Salesforce

Dates, venue, and capacity stay current from the provider. Campaign members sync with Salesforce in both directions, so sales can see who registered and who attended.

Attribution, triggers, and agents

Field events work as a channel in attribution reporting and as a scope in campaign triggers, and agents can create and manage them.

You can preview the exact email a contact received. The preview shows the HTML that went out, with their personalized blocks and field values filled in. Open it from the email’s Recipients table, or from the email event on the contact’s Activity Timeline.

Only delivered emails can be previewed, links are disabled inside the preview, and anyone who can view the parent email can open it.

Track events for people you haven’t met yet

The event tracking API can create the contact when it doesn’t exist yet, for a single event or a whole batch. A missing or invalid email returns a clear error.

Message the Slack agent directly

You can DM the Conversion Slack app and it starts or continues a conversation without an @-mention. New Slack agents get Mention and Direct message triggers by default. Pausing an agent now also stops new replies in Slack threads, DMs, and Linear issues.

Workspaces that connected Slack before agents launched get a prompt to reconnect, so the app has the permissions it needs.

Improvements

• Agents Custom agents can rewrite their own standing instructions mid-session. Approval is required by default, and the previous text is shown so a change can be undone.
• Forms The public Forms API returns the label and value of each option on dropdown and multi-checkbox fields.
• Integrations Warehouse contact and event syncs have a Subscribe new contacts toggle. Existing contacts keep their status.
• Integrations The Fivetran connector can sync custom events, with a table selection and a start setting.
• Audiences The statement builder has a clearer empty state, a sectioned condition list, and drag and drop for adding conditions.
• Audiences Filtering contacts on a bare Opportunity condition explains that you want Opportunity Role or a Company scope, instead of returning nothing.
• Search Search on list pages, pickers, and AI list tools matches your whole query as one phrase instead of any single word.
• Admin Admins can submit an organization data deletion request from a new Data deletion page in Settings.
• Admin Email addresses longer than 256 characters are rejected up front across sign-in, forms, contacts, and senders.

Fixes

• Audiences A link between an ad audience and a Conversion audience no longer disappears after you navigate away. Links lost before the fix need to be set up again.
• Audiences Contains filters no longer treat percent and underscore characters as wildcards.
• Agents Webinar cards created in agent chat open the webinar instead of an error page.

Go to Agents, choose New agent, then Browse templates. A template fills in the name, description, instructions, and schedule, and shifts the schedule to your time zone. Everything stays editable before you save.

Two templates are available.

Weekly Recap

Posts a Monday roundup to Slack covering email performance, form submissions, campaigns, and Salesforce sync and workflow errors, with trends and the items that need attention.

Top 10 Accounts to Target

Posts a shortlist to Slack twice a week of accounts with strong marketing engagement, with the key contacts at each one and a reason to reach out.

Improvements

• Agents The instructions editor has a full-screen mode, and pasted Markdown turns into rich text.

The Field is changed trigger used to watch only the record the workflow runs on. Now it can watch a field on a related record, or the moment a relationship is linked or unlinked, with filters at each hop. A contact workflow can fire when their opportunity moves stage, or when they get attached to a new account, without a scheduled job stitching the two together.

This works in any workspace with custom objects turned on.

Campaign fields

Custom campaigns and webinars can carry their own fields now, defined once in Settings under Campaigns. Examples include budget owner, region, or agency. Syncing these fields to the Salesforce Campaign object is the next piece.

A shorter node menu

The True/False, Fire webhook, and legacy Salesforce nodes are removed from the add-action menu. Use IF/ELSE and HTTP request instead. Existing workflows that use the old nodes keep running.

Improvements

• Automations The HTTP request body has an Expand button for a full-screen editor, and the email HTML editor has a Format button.
• Agents Agents can build workflows that start from the API is called trigger.
• Agents Agents can look at an email as a rendered image, so they can check layout before returning it.
• Agents Agents can create, update, and delete custom objects and records, with approval required before a change lands.
• Audiences Engagement conditions accept a fixed date range as well as a rolling window.
• Reporting Workflow node error metrics load faster.

Fixes

• Forms Sorting and date filtering by the Submitted column on a form’s submissions table no longer errors.
• CRM Sync One oversized company or opportunity record no longer drops an entire sync batch.

LinkedIn and Meta lead gen submissions now arrive in Conversion as native form submissions. They hit the same identity resolution, the same workflows, and the same attribution as a form filled out on your own site.

LinkedIn submissions are deduplicated by lead id, which means a resubmission updates the contact instead of creating a second one.

Ads field mappings

Fields sent to ad providers are mapped explicitly rather than matched by name, so each ad account needs its mappings configured before submissions land on the right fields. That is what makes audience sync reliable when your field names do not match the provider’s.

Core object relationship fields

Contacts, companies, and opportunities have default relationship fields between them, including one-to-one relationships. Built-in company links are written as relationship values and edges, so the same traversal works whether a relationship is built-in or custom.

Improvements

• Email Contacts can be marked unsubscribed through workflows and through the public API, not only by the recipient.
• CRM Sync Campaign and event sync logs record more detail, with better fallbacks when a record cannot be matched.
• Agents An agent can connect a webinar to its Salesforce campaign.
• Integrations Slack messages support rich text blocks.

Fixes

• Agents Fixed agent chat stopping partway through a thinking response.
• Forms The submission source page shows the full URL rather than the path.

Search now covers every object and asset in the workspace: contacts, companies, opportunities, custom object records, emails, templates, forms, workflows, audiences, and files. One query reaches all of them, from the search box or the command menu.

Built for enterprise volume

Indexing runs off the change stream rather than on a schedule, so a record that changes is searchable in seconds instead of after the next rebuild. Index freshness is measured and alerted on.

Write endpoints have a concurrency limiter, so a bulk import cannot starve interactive search.

Agents search too

The same search is exposed as an agent tool. An agent asked about a contact no longer needs the exact identifier, which removes the most common reason a run failed against a real workspace.

Improvements

• Search Test and sample records are kept out of the index.
• Search Custom object definitions are searchable alongside records.

A workflow can now call any HTTP endpoint and map the response back onto contact fields. Enrichment providers, internal services, and anything else with an API are reachable without waiting for a native integration.

Requests go through a secure proxy, so a user-supplied URL cannot be pointed at internal infrastructure.

Zoom webinars

Zoom joins Sequel.io and Goldcast as a webinar provider, on the same registrant sync path. Ended webinars are swept hourly, and deauthorizing the app removes the bridge and the stored tokens.

Field scoping on manual syncs

A manual Salesforce sync can be scoped to specific fields. Resyncing one field no longer means resyncing the whole object.

Salesforce created date is registered as a system field, so it can be segmented on directly, and opportunities carry a create time variable schema.

Improvements

• Automations Criteria evaluation runs once per business rather than once per contact, which cuts evaluation time substantially on large workspaces.
• Automations The sync planner is the only inbound Salesforce scheduling path, removing a class of duplicate runs.
• Data Model Relationship fields work in Liquid, on custom object records and built-in objects alike.
• Email Workspace theme padding is removed, so themes control spacing rather than fighting it.
• Campaigns Campaign statuses can be hidden rather than reassigned.

Fixes

• Forms Lead gen form submissions carry the correct field labels.
• Automations The trigger node survives a full-graph replace.
• Search Name search is ranked alongside the text blob on every lexical path.

Themes are managed at the workspace level now. Set typography, colors, and spacing once and every email inherits them. Editing a theme updates the emails using it, so a rebrand is one change rather than a migration.

Custom object settings

Custom objects now carry their own settings page and appearance controls, and sit in the sidebar alongside the built-in objects using the same appearance picker.

Objects sync in from Salesforce with a unique constraint on the Salesforce id, which means two concurrent syncs cannot produce a duplicate record.

Agents can edit workflows

An agent can now modify a workflow directly, not only describe one. Campaign token values can be read and written by an agent as well.

Improvements

• Email Email processing uses HTMLRewriter instead of JSDOM, which cuts render time on large templates.
• CRM Sync Standard Salesforce objects appear in the object list alongside custom ones.
• Data Model Schema fetches are memoized during contact intersects, so large audience evaluations do their lookups once.
• Forms Lead form pagination is cursor-based rather than offset-based.
• Performance Resource cache reads are batched through Redis MGET.

Fixes

• Reporting Fixed a phantom entity returned by batched cache reads.
• Performance CSV export has enough memory to finish large exports.
• Integrations Fixed the ads tracking switch.
• Search Filterable string attributes are capped to the index’s byte limit rather than failing the write.

Agents in Conversion are shared, triggerable from outside the product, and operate on your real objects with an approval step in front of anything they change.

Shared and multiplayer

An agent session belongs to the workspace rather than to whoever started it. A colleague can open the same session, see what the agent did and why, and pick up where it stopped.

Work an agent does is reviewable by the whole team rather than visible only to whoever prompted it.

Triggered from where you already work

Agents can be invoked from Linear and from Slack. A request that arrives as a ticket or a message becomes an agent run, and the result comes back in the same place. Nobody has to open Conversion to start the work.

One Slack workspace connects per business, and the OAuth connection status is visible from the agent settings.

Agents that edit

An agent can create and edit workflows, build audiences, and draft emails. Everything it produces arrives as an artifact you approve, so the failure mode is a rejected draft rather than a campaign sent to the wrong list.

Visit the docs for the full tool list.

Exports, imports, and large recalculations no longer hold a browser tab open. They run as jobs, report progress, and notify you when they finish.

Campaigns refactor

Campaign types were renamed and cleaned up, and field events joined webinars and sponsored events as a distinct type. Managed campaign types block manual status edits, which prevents a change being silently overwritten by the next provider sync.

Goldcast

Goldcast joins Sequel.io as a webinar provider. Registrants sync daily, join URLs resolve from the provider, and a webinar carries a name you choose rather than inheriting the provider’s title.

More agent models

Agents can run on OpenAI and DeepSeek models alongside the default. Agents can also create other agents through a create_agent tool available to chats and to MCP clients, and their skills are loaded from storage rather than compiled in, so an instruction set can change without a deploy.

Improvements

• Search Global search is available from the command menu.
• Agents Pending edits are stored so they survive across turns.
• Agents An agent can move audiences into folders, and can send a link to a sync log.
• Reporting Dashboard timezones follow the browser setting.

Fixes

• Agents An agent re-reads an asset before editing it, so concurrent edits do not clobber each other.
• Agents A superseded edit approval no longer reports as a failure.
• Integrations The Goldcast join URL is read from the member list after a wait measured in minutes rather than seconds.
• Email Columns without styles are allowed.
• Campaigns Opening a campaign from folder view lands on the right tab.

Forms can now hide fields they already have answers for and show different fields based on what a visitor previously submitted. Conditional logic reads hidden fields too, so a value passed in from the page can drive what the form asks.

A first-time visitor and a returning one see different fields, and both forms stay short.

UTM capture

UTM parameters and the referrer are captured and stored on the submission itself. First touch source no longer depends on a hidden field somebody remembered to add, and it survives the gap between a visitor landing and converting.

The fields are documented in the forms API reference.

Background jobs

Slow operations run as jobs now. Exports, imports, and large recalculations are queued and tracked rather than holding a request open, so starting one does not tie up the page.

Improvements

• Campaigns Public endpoints for campaign members, including a batch path and batch contact counts.
• Campaigns Campaign type statuses live on the type object rather than being reassigned per campaign.
• CRM Sync Outbound field changes are recorded in Salesforce sync logs.
• Audiences The audiences view has a sortable created date.

Fixes

• CRM Sync Salesforce task dates are formatted the way Salesforce expects.
• Forms Conditional field visibility is stable across re-renders.
• Email The SES event webhook returns a real HTTP status so retries behave.
• Audiences Legacy operand statements are normalized rather than reported as validation errors.

Webinars are a campaign type now, with a provider behind them. Registrants sync in as campaign members carrying their status, and attendance updates the same record rather than creating a second one.

Connect a provider in Settings to start the sync. Sequel.io is the first one, authenticating through client credentials. Only the provider can assert a member’s registered status, which stops a workflow and a provider sync overwriting each other.

Webinars resolve onto contact and company timelines, so a registration shows up in the same place as every other engagement.

Recipient status

Recipient status was rebuilt to sit inside the core data model rather than beside it. Send eligibility, unsubscribes, and communication limits now resolve from one place, so a message that should not send does not send regardless of which path triggered it.

State updates are fenced, which removes a class of races where two concurrent updates could leave a recipient in the wrong state.

Improvements

• Campaigns Campaign types can be archived.
• Automations Recipient events can trigger a workflow.
• Agents Chats and agents replace the older sessions endpoints, and triggers can start an agent session directly.
• Admin Frontend service calls route through the core gateway, and the legacy authorization stack is removed.

Fixes

• Email Fixed a deadlock on recipient upsert.
• Campaigns Campaign counts use a plain statement rather than the joined list builder, which corrects totals on large workspaces.
• Audiences Removed the ContainsAnyOf operator for text arrays, which produced misleading matches.