In this article, we’ll cover the Goals action. I’ll explain how this action works and give you examples on how to use it.
Goals is a way to move a contact to another location in an automation when they meet specific conditions. Once a contact meets the requirements you set up in your goal, they will immediately skip over the steps before the goal and proceed from the goal action forward.
You can use Goals to trigger other automations, send targeted messages, adjust lead and contact scoring, update a deal, and more. You can also use data from Goals in advanced searches, list segments, “If/Else” forks in automations, and contact or deals score rules.
For instance, you might have a series of emails promoting a certain product. You could create a goal that is “Contact visits purchase page.” When that goal is met, your automation can update a deal associated with that contact and send out a series of follow-up emails.
You might also create a goal for “Contact clicks on link.” When that goal is achieved, you can have them skip a series of emails and move them to another section of your automation where you can tag them and send them targeted messages, based on the link they clicked in your email.
Creating a Goal
The Goal action is located under the “Conditions and Workflow” section on the automation actions.
To add a Goal to your automation:
- Click on the goal action from under the “Conditions and Workflow” section on the automation actions and drag it anywhere to your automation
- Give your goal a name
- Define the actions of your goal by clicking on “Jump to this action when” link. Here, you can choose to use one condition, or use multiple “And/Or” conditions to create complex conditions that trigger achievement of your goal
- Specify whether your contacts should enter the goal from “Anywhere” in the automation or when the goal is “Below the contact’s position”
- If you choose “Anywhere,” make sure that your goal step is added toward the middle or the end of your automation. Adding the goal step to the beginning of your automation will cause the contact to jump toward the beginning after they have already passed certain points
- If you choose “Below the contact's position,” then you will want to position this goal toward the end of your automation. When they achieve the goal, they will move deeper into your automation and continue from that point forward
- Continue anyway - Contacts will pass through the step without achieving it
- Wait until conditions are met - Contacts will wait at that action until they meet the goal conditions
- End this automation - Contacts will exit the automation without passing through the goal or any actions following it
Using Goals as a trigger
You can use Goals to trigger your automations - either when a goal is “achieved” or when it is “skipped.” You would want to use this trigger if you wish to move a contact who has achieved a purchase goal into an automation that has a new series of emails relating to a similar product that they purchased. Or, you may want to move a contact who did not achieve that goal into an automation where you can send out a notification to someone on your team, adjust the contact’s score, and send out a series of messages to further nurture that lead.
When you add a Goal trigger, select the name of the goal you created. If you can’t find your goal listed in the dropdown, type it into the search field provided. Then, you will choose “Achieved” or “Skipped.” Below that, you can choose to have the trigger once once, or multiple times.
Using Goals to create segment
With the goals feature, you now have four options with creating segments under the “Actions” category.
The four segmenting options are:
- Goal achieved - Contact has met the conditions of the goal while going through the automation
- Goal not achieved - Contact exited the automation before achieving the goal or has not yet met the goal conditions
- Goal skipped - Contact reached the goal step in the automation but either skipped it or ended the automation
- Waiting on Goal - Contact is at the goal step of the automation and will not proceed until they have met the goal conditions
Contacts who match the “Goal skipped” condition will also appear in the “Goal not achieved” condition.
You may want to create a segment of contacts who achieved a purchase goal so that you can send them a series of emails. Or, you may want to see how many of your contacts skipped a particular goal in your automation.
To create a segment using goals:
- Go to the Contacts overview page by clicking “Contacts” in the top menu
- Now, click into the “Search Contacts” input field and click on “Advanced Search”
- Then define your search conditions in the segment builder that appears at the top of the screen
- Once you have defined the Goal conditions for your search, click the “Search” button. This will display only contacts that match your conditions
- To save this search as a segment, click on the “Search” field again where your conditions are set and click “Save as segment”
- Give your segment a name and your segment will be saved
With the new Goals option, you can also see how many contacts going through your automation have completed a Goal. You can view this information by clicking on “Automations” in the top menu.
For each automation that has a goal in it, you will see the goal conversion rate. If you mouse over that information, data about that conversation rate for specific goals will be presented.
For example, let’s say you had 432 contacts enter an automation and out of those 432, 112 contacts met a purchase goal, and 130 contacts in that automation met an items added to cart goal. The conversation rate will show you not only the percentage for each goal met in your automation, but also how many times contacts met each respective goal.