# Outcomes, A/B tests & reporting

**Category:** [Engage](https://help.totalctrl.app/hc/totalctrl/totalctrl-help-center/en-US/categories/engage)
**Updated:** 2026-10-04

Engage tracks **message outcomes** — delivery, open, and click — for every message, campaign, and journey.
### Conversion tracking

Define a **conversion goal** (e.g. "purchase") and report it back via the API when it happens. Engage attributes the conversion to the message that drove it within the goal's window, so you can measure revenue and goal completions per campaign and journey — not just opens and clicks.
### A/B tests & holdouts

Compare variants and measure the lift of messaging against a held-back control group, so you know your campaigns actually move the needle.

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## Related Articles

- [What is Engage?](https://help.totalctrl.app/en-US/articles/engage-overview)
- [Journeys](https://help.totalctrl.app/en-US/articles/engage-journeys)
- [Channels, consent & opt-outs](https://help.totalctrl.app/en-US/articles/engage-channels-consent)
- [Campaigns](https://help.totalctrl.app/en-US/articles/engage-campaigns)
- [API & webhooks](https://help.totalctrl.app/en-US/articles/engage-api-webhooks)

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