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

Last updated: December 20, 2016

Available For:

Marketing: Pro, Enterprise
Sales: N/A

A goal is a workflow's ultimate objective and allows you to track the success of the workflow. Once an enrolled contact meets the criteria of a goal, they are unenrolled and removed from that 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 will be unenrolled from the workflow and count toward workflow's conversion rate.

Please note: Contacts are only counted toward the goal statistics if they have been sent an email (not an internal email) in the workflow before meeting the goal criteria. Learn more about this here. Contacts will also count toward the goal statistics if they have completed the workflow in which they were sent an email and then later meet the Goal criteria. 

In the event that 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. 

Design your goal by defining when your contacts have achieved a specific goal. Often, the goal is for contacts to move to a new Lifecycle Stage; you can set your goal criteria as contact's Lifecyle 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 Demo or Consultation form, contact has clicked on a pricing 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 (click 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:

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You can also choose to make your goal based on the volume of interactions that a contact has had with your website and marketing. 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:

User-added image

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.

For a full set of instructions on how to set a goal for a HubSpot Workflow, check out this user guide article.