#Journey Builder14 discutindo

Hi @Swetha reddy

, 

Even though Salesforce Marketing Cloud (SFMC) automatically blocks emails to anyone marked "Unsubscribed" in the All Subscribers list, relying solely on that list won't remove them from the Journey canvas. If you want contacts to leave the journey when they officially opt out, or if consent comes from an external CRM, use one of the two approaches below.

Option 1: Use Journey Exit Criteria via Contact Builder (Recommended)

Journey Builder cannot read the All Subscribers list or Publication Lists directly in Exit Criteria. It requires a linked Data Extension under Contact Data.

1. Create a Consent / Unsubscribe Data Extension (DE)

• Include fields such as SubscriberKey (Primary Key) and ConsentStatus or Status.

2.Keep the DE Updated Automatically

• If consent is tracked inside SFMC: Set up a scheduled Automation Studio query targeting the _Unsubscribe data view or _Subscribers data view to populate this DE regularly (e.g., hourly).
• If consent comes from Salesforce CRM or an external system: Use Synchronized Data Extensions or an incoming API/file import to keep this DE up to date.

3. Link the DE in Contact Builder

• Go to Contact Builder > Data Designer.
• Create an Attribute Group and link your Consent DE to the Contact record using Contact Key = SubscriberKey (1-to-1 relationship).

4. Set the Exit Criteria in Journey Builder

• Select Contact Data (not Journey Data).
• Configure the rule: Consent DE -> Status equals 'Unsubscribed'.
• How it works: Whenever a contact finishes a wait activity, Journey Builder evaluates the Exit Criteria. If their record in Contact Data shows they opted out, they immediately exit before the next email is sent.

Option 2: Suppress via Exclusion Script (Quick Workaround)

If you do not want to configure an Attribute Group in Contact Builder, you can keep contacts inside the journey path but prevent the emails from sending:

1. Maintain an updated Unsubscribed_DE containing SubscriberKey.
2. Add an Exclusion Script to each Email Activity in the journey:

Code snippet

ROWCOUNT(LOOKUPROWS("Unsubscribed_DE", "SubscriberKey", AttributeValue("_SubscriberKey"))) > 0

If their key appears in the unsubscribe list, SFMC skips sending the email.

How to Test This with Fictional Test Customers

Because your fictional customer is not in All Subscribers yet:

1. Add them to All Subscribers first: Perform a simple test send (or standard User-Initiated send) to your test record so SFMC registers the SubscriberKey and email address in All Subscribers.
2. Enter the Journey: Inject the test subscriber into your Journey.
3. Trigger the Unsubscribe Mid-Wait: While the contact is paused in the Day 0–3 Wait activity:

• Change their status in your Consent DE (or in All Subscribers / your CRM).
• Run your update query/automation so the linked Contact Data DE reflects Status = Unsubscribed.

4. Verify the Exit: When the wait timer expires, inspect the Journey canvas health and history. The contact will show as Exited via Exit Criteria rather than moving to the next email.

Good question, and one I'd like to answer properly, but the honest answer is that the shape of what you build changes completely depending on a few things you haven't told us yet. So let me ask rather than guess. 

First, a snag in the input list. You've got conversion rate, AOV and revenue generated as separate inputs. Those can't all be independent, either revenue is derived (contacts × CR × AOV) or it's measured from actual order data. If both, the calculator can disagree with itself on day one. Which is it meant to be? 

Is this a forecast or a scorecard? A pre-launch business case with sliders and ranges, and a post-launch "what did this actually earn us" report, are two different artefacts. Same formulas, completely different data sources and completely different build. Most of these tools get abandoned because they try to be both. 

Are your journeys always-on or campaign-shaped? For an always-on journey, ROI isn't a number, it's a curve. Contacts keep entering, conversion rate drifts, build cost is sunk and shrinking per contact over time. You'd need entry cohorts and a payback view, not a single figure. 

Do you already have holdouts running? This is the big one. Without a control group you're not measuring incremental anything, and no amount of formula design fixes that. If you do have them: are they persisted per contact, or re-rolled with Random Split on each entry? And is there a global holdout as well as per-journey ones? (Per-journey lifts don't sum to portfolio lift, and the gap matters.)

Where do revenue and cost data actually live? MCE has neither revenue nor margin nor cost of goods. That pushes the actuals half of this toward Data 360 / your warehouse / Tableau, with MCE contributing engagement and holdout membership. Is that available to you, or are you constrained to build inside MCE? 

Who owns the cost-avoidance assumptions? Cost avoidance is where business cases go to get manufactured. If Finance hasn't signed off on "cost per deflected call," it's a soft number and should be flagged as one. 

One last thing, said kindly: most of this question isn't really MCE-specific. Incrementality design, control-group methodology, margin vs revenue, cost-avoidance taxonomy: that's marketing measurement, and it would be true if you were running Braze or a spreadsheet. The genuinely MCE-shaped slice is narrow: how to persist a holdout flag so it survives re-entry, how to get engagement data out into something that can join it to orders, and whether a Cloud Page + assumptions DE is a sane place to put the front end. Happy to go deep on that slice here, since that's what this group is good at. 

For the measurement-design half you'll get better answers where the analytics and architecture folks hang out. The Marketing Architects group, or a Data 360 / Tableau group. Genuinely worth cross-posting; it's a good question, just a two-venue one. 

Tell me which of these apply and I'll happily go into the formulas with you.

@Charles Spring There are a few checks that you can perfrom - 

1. Check if journey status is active.
2. If it is associated with an automation - review the automation as well.
3. If above two are in place and records are being added in the data extension then check the contact evaluation. Click on entry source and then click "View Event Results" > Contacts Evaluated. See screen-shot for better understanding -

Please share your finding here if everything above looks fine in your journey.