What is a workflow goal and why should I use one?

Last updated: January 17, 2019

Applies to:

Marketing Hub
Professional, Enterprise

A goal is a workflow's ultimate objective and allows you to track the success of the workflow. Goal statistics are used to measure engagement with specific marketing content, and are only available for Marketing Hub Professional and Enterprise subscriptions. Once an enrolled contact meets the criteria of a goal, they are unenrolled and removed from the workflow. Contacts are only eligible to count toward the goal statistics if they've been sent a marketing email in the workflow.

Please note: Sales Hub and Service Hub subscriptions don't have access to goal conversion metrics, but can use a goal to unenroll contacts from a contact-based workflow.

Before a workflow action is executed, HubSpot checks to see if the contact fulfills the criteria of the goal. If that contact meets the goal criteria, the workflow action will not execute for them. Instead, they'll be unenrolled from the workflow and counted toward the workflow's conversion rate.

If your contact already meets the goal when they meet the starting condition for the workflow, the contact will not be enrolled in the workflow and will not count toward your goal statistics as they were not added to the goal as a result of the workflow. 

Often, the goal is for contacts to move to a new lifecycle stage; you can set your goal criteria as contact's lifecycle stage property is equal to MQL or Customer, for example. Alternatively, you can set your goal criteria based on the actions that would qualify a contact for a new lifecycle stage: contact has filled out a specific form, clicked on a specific call-to-action, etc.

Possible actions and types of offers include:

  • Form submissions (demo, consultation, contact sales, trial or any other offers that indicate product interest)
  • Page views (case studies, pricing page, demo, consultation, contact sales, trial)
  • Clicks (clicks on calls-to-action, such as “view pricing,” “view video tour,” “explore case studies,” “request demo,” “start free trial,” “add to cart,” “contact us,” “get an assessment,” etc).
  • Custom events

Here is an example of what a goal could look like:

User-added image

You can also choose to make your goal based on the volume of interactions that a contact has had with your website and marketing efforts. For example, you can group contacts who have exceeded a specific threshold of page views, conversions, email clicks, etc. Here is an example of what this would look like as a goal:

Why is defining something like this useful?

  • It gets you focused on your nurturing goal and the actions someone needs to take to become sales ready.
  • It ensures marketing is aligned with sales and the rest of the organization.
  • It is easy to adjust and optimize by just editing the list’s criteria.
  • It helps you focus on creating more of these qualifying actions.