Last updated: February 8, 2021
|Marketing Hub Professional, Enterprise|
When you create a contact-based workflow, you can set a workflow goal to focus the objective of your workflow and measure the success of your workflow in nurturing contacts.
Please note: if you're a Sales Hub or Service Hub Professional or Enterprise user trying to unenroll or exclude contacts in contact-based workflows, refer to this article: Unenroll contacts in contact-based workflows with goals.
A workflow goal is the ultimate objective of your contact-based workflow. When an enrolled contact meets the workflow goal criteria, they are automatically unenrolled from the workflow before the next action executes. Common workflow goals include:
When a contact is first enrolled in a workflow, HubSpot checks if the contact meets the goal criteria. If they do, they will not be enrolled in the workflow and will not count towards the workflow's goal conversion rate.
When a contact is active in a workflow and meets the goal criteria, they'll be unenrolled from the workflow. If they've been sent a marketing email in the workflow, they will count towards the workflow's goal conversion rate. You can identify active contacts that were unenrolled from a workflow as a result of meeting the goal criteria in the workflow history.
Please note: clearing all goal criteria will reset the number of contacts that have met the current goal and will reset the workflow's conversion rate to zero. Updating goal criteria or adding new filters will not reset the workflow's goal data.
There are two ways to enroll contacts in a workflow or list based on whether they met a workflow's goal criteria.
For workflows that use goal criteria and send marketing emails, use the Workflow status filter Contact has met the goal. This will enroll any contacts who count toward the workflow's goal conversion rate. Since the filter enrolls based on goal conversion rate, this method won't work if the workflow doesn't send marketing emails.
For workflows that have goal criteria but don't send marketing emails, use the Workflow status filter Contact has been enrolled in. Then, use AND separators and add the workflow's goal criteria. This will enroll any contacts that enrolled in the first workflow and then met the goal criteria.
While workflow goals and suppression lists both unenroll contacts from workflows, they serve different purposes:
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