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What are automation goals?

The Goals should align with the business objective of the automation. This determines what action the client takes to leave the automation.

Deirdre Horan avatar
Written by Deirdre Horan
Updated this week

Your Goal determines when a client is pulled out of an automation. This is the opposite of an entry rule, which pulls clients into an automation. Selecting the appropriate Goal for your automation is key for two reasons:

  • Ensure contacts stop receiving communications from that automation when they have taken the desired action.

  • To accurately track conversion data and provide visibility into the efficacy of your automation, messaging, and any relevant offers.

Some common Goals are:

  • Making a follow-up purchase

  • Becoming a member

  • Making a reservation

  • Taking a class

Not all automations will require Goals. For instance, if you send a client a welcome text message to ask how their first class was, you aren't necessarily trying to get them to take a certain action with this messaging - you are simply engaging them as a client! In this instance of sending one automated welcome message to your new clients, you likely don't need a Goal for your automation.

Adding a Goal

If you want to include a Goal in your automation, scroll to When should they exit the automation > Add Automation Goal.

Alternate Exit Rules

Alternate Exit Rules allow you to remove customers from automations, but they didn't meet the existing goal. By separating exit criteria and goal criteria, you can get a clearer picture of what’s driving results and better evaluate your marketing efforts. Some examples include:

  • The customer purchased an upsell product

  • User Tag was added to their account

Click Add Alternate Exit Rules to configure. Alternate Exit Rules and Goals are built the same way.

Alternate Exit Rules are currently in Beta. General release coming soon!

Selecting your Goal Condition

Your Goal Conditions will determine who exits the automation. There are 20+ conditions, so you use the search or filters to find the ones needed.

Customizing your Goal Condition

Each Goal Condition has a series of drill-down options. This allows you to get specific who you are targeting to exit your automation. Each Condition can be drilled down with its unique filters.

Once you've finished customizing your Goal, click Save. You'll then see your Goal set up within the automation.

Goal Name

Next, name your Goal accordingly by clicking on the pencil icon next to the name. For example, if you plan to remove contacts when they make a follow-up purchase, name your Goal "Follow-Up Purchase." Once you type the name, click Enter on your keyboard to lock in the change.

Using Multiple Goals

There may be instances where you want to include multiple Goals in your automation. For example, you want to pull contacts out if they purchase OR make a future reservation. To add another Goal to your automation, click Add another Goal and follow the steps above for your new Goal.

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