A goal marks the result you want an automation to produce, such as a purchase, a guide download or a booked meeting. With the Goal element you can see how many contacts reach that result and how much revenue it brings.
Adding a goal to an automation
- Open the automation in the editor.
- In the Elements tab, open the Actions group and add the Goal element. Goal is a new element, so look for it next to actions such as Wait and Stop. Connect it after the step that tells you the contact has reached the result. For example, connect it to the "Yes" path of an "Is in segment" check that matches contacts who have made a purchase.
- Select the Goal element and fill in its settings in the Properties tab.
- Save and activate the automation.
Goal settings
| Setting | What it does |
|---|---|
| Title | The name of the goal, shown in the automation and in the Goals tab. |
| Description (optional) | An optional note about the goal. |
| Count conversions | How conversions are counted for revenue. Once per contact counts each contact only once, for example for a registration. Every goal completion counts every time a contact reaches the goal, for example for repeat purchases where every purchase brings revenue. |
| Value per conversion (optional) | The estimated monetary value of one conversion, in euros (EUR). Revenue is this value multiplied by the number of conversions counted. |
Count conversions and Value per conversion affect only the revenue shown in the reports. They do not change the number of converted contacts or the conversion ratio.
See the results
Open the automation's report and go to the Goals tab. It shows, for each goal:
- the conversion ratio
- the number of converted contacts
- the revenue
A line chart shows how the conversion ratio or the revenue of each goal has developed over the selected time range. Switch between the two views in the chart. A second chart shows each goal's share of all conversions. Click the number of converted contacts to see who they are. The list can also show the contacts who have not converted yet. You can search goals by name, change the time range at the top of the page and download the lists as Excel files. The Goals tab is not available for autoresponders.
The automation's Summary tab and the Reports front page also show the conversion ratio and revenue.
How the conversion ratio is calculated
The conversion ratio is based on the contacts who entered the automation during the selected time range and converted within that same range. A contact who converts several times is counted once in the ratio.
Good to know
- An automation can have several goals. Each one is reported separately in the Goals tab.
- You can place a goal after any element, not only after a segment check. For example, add one after a "Clicked link" element to follow how many contacts click an offer.
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