BD-3257: Clarify conversion tracking rules for multiple devices

_docs/_user_guide/engagement_tools/campaigns/building_campaigns/conversion_events.md

@@ -11,7 +11,7 @@ tool: Campaigns
 
 > Conversion events can be used to make sure you're collecting relevant, useful information that you can later use to gain insight for your campaign. 
 
-In order to track engagement metrics and the necessary details regarding how messaging drives your KPIs, Braze allows you to set conversion events for each of your campaigns and Canvases.
+To track engagement metrics and the necessary details regarding how messaging drives your KPIs, Braze allows you to set conversion events for each of your campaigns and Canvases.
 
 A conversion event is a type of success metric that tracks whether a recipient of your messaging performs a high-value action within a set amount of time after receiving your engagement. With this, you can begin to attribute these valuable actions to the different points of engagement reaching the user. 
 
@@ -35,29 +35,29 @@ If messages are aborted using the Liquid `abort` tag, only the users who go thro
 
 [Create a campaign]({{site.baseurl}}/user_guide/engagement_tools/campaigns/building_campaigns/creating_campaign) for your desired messaging channel. After setting up your campaign's messages and schedule, you'll have the option to add up to four conversion events for tracking.
 
-We highly recommend using as many conversion events that you feel is necessary since the addition of a second (or third) conversion event can significantly enrich your reporting. For instance, let's say you have a campaign that targets lapsing users. In this case, adding a secondary conversion event in addition to the primary **Starts Session** conversion event can further your understanding of how effective your campaign is in ushering your users back into your application. 
+We highly recommend using as many conversion events as you feel is necessary since the addition of a second (or third) conversion event can significantly enrich your reporting. For instance, let's say you have a campaign that targets lapsing users. In this case, adding a secondary conversion event and the primary **Starts Session** conversion event can further your understanding of how effective your campaign is in ushering your users back into your application. 
 
 ## Step 2: Add conversion events
 
-For each conversion event you wish to track, select the event and conversion deadline.
+For each conversion event you want to track, select the event and conversion deadline.
 
 1. Select the general type of event you'd like to use:
   - **Opens App**: A user is counted as having converted when they open any one of the apps that you specify (defaults to all apps in the workspace).
   - **Makes Purchase**: A user is counted as having converted when they purchase the product you specify (defaults to any product).
   - **Performs Custom Event**: A user is counted as having converted when they perform one of your existing custom events (no default, you must specify the event).
-  - **Upgrade App**: A user is counted as having converted when they upgrade the app version on any one of the apps that you specify (defaults to all apps in the workspace). Braze will perform a best-efforts numerical comparison to determine if the version change was an upgrade. For example, a user would convert if they upgrade from version 1.2.3 to 1.3.0 of the application, but Braze wouldn't register a conversion if a user downgrades from 1.2.3 to 1.2.2. However, if the app's version name contain strings, such as "1.2.3-beta2", then Braze will not be able to determine if a version change was an upgrade. In this situation, Braze will count it as a conversion when the user's most recent app version changes.<br><br>
-2. Set your conversion deadline. This is the maximum amount of time that may pass to consider a conversion. You have the option of allowing up to a 30-day window during which a conversion will be counted if the user takes the specified action.  
+  - **Upgrade App**: A user is counted as having converted when they upgrade the app version on any one of the apps that you specify (defaults to all apps in the workspace). Braze will perform a best-efforts numerical comparison to determine if the version change was an upgrade. For example, a user would convert if they upgrade from version 1.2.3 to 1.3.0 of the application, but Braze wouldn't register a conversion if a user downgrades from 1.2.3 to 1.2.2. However, if the app's version name contains strings, such as "1.2.3-beta2", then Braze will not be able to determine if a version change was an upgrade. In this situation, Braze will count it as a conversion when the user's most recent app version changes.<br><br>
+2. Set your conversion deadline. This is the maximum amount of time that may pass to consider a conversion. You have the option of allowing up to a 30-day window during which the conversion will be counted if the user takes the specified action.  
 
 ![The "Makes Purchase" conversion event type as an example to record conversions for users who make any purchase. This has a conversion deadline of 12 hours.][2]
 
 Once you've selected your conversion events, continue the campaign creation process and begin sending your campaign.
 
 ## Step 3: View results
 
-Navigate to the **Details** page to view the details for each conversion event associated with the campaign you just created. Regardless of your selected conversion events, you can also see the total revenue that can be attributed to this specific campaign, as well as specific variants, during the window of the primary conversion event.
+Go to the **Details** page to view the details for each conversion event associated with the campaign you just created. Regardless of your selected conversion events, you can also see the total revenue that can be attributed to this specific campaign, as well as specific variants, during the window of the primary conversion event.
 
 {% alert note %}
-If there are no conversion events selected during campaign creation, the time period defaults to three days. 
+If there are no conversion events selected during campaign creation, the time defaults to three days. 
 {% endalert %}
 
 Additionally, for multivariate messages, you can see the number of conversions and conversion percentages for your control group and each variant.
@@ -68,11 +68,11 @@ Additionally, for multivariate messages, you can see the number of conversions a
 
 Conversion events allow you to attribute user action back to a point of engagement. That said, there are a few things to note regarding how Braze handles multiple conversions. Check out the following scenarios to understand how Braze tracks these conversions:
 
-- A user can only convert once on each conversion event for a campaign or Canvas. For instance, assume a campaign has only one conversion event which is "Makes any purchase." If a user who receives this campaign makes two separate purchases within the conversion deadline, then only one conversion will be counted.
+- Conversions occur on a per-user basis, not a per-device basis. This means a user can only convert once, even if a message is sent to multiple devices. As another example, assume a campaign has only one conversion event which is "Makes any purchase". If a user who receives this campaign makes two separate purchases within the conversion deadline, then only one conversion will be counted.
 - If a user performs one conversion event within the conversion deadlines of two separate campaigns or Canvases that they received, then the conversion will register on both.
 - A user will count as converted if they performed the specific conversion event in the window even if they did not open or click the message.
 
 [2]: {% image_buster /assets/img_archive/conversion_event_selection.png %}
 [3]: {% image_buster /assets/img_archive/conversion_event_details.png %}
 [4]: {{site.baseurl}}/user_guide/engagement_tools/testing/multivariant_testing/#multivariate-and-ab-testing
-[5]: {{site.baseurl}}/user_guide/sage_ai/intelligence/intelligent_selection/
+[5]: {{site.baseurl}}/user_guide/sage_ai/intelligence/intelligent_selection/