Journey goals overview

Learn what journey goals are, how they work in Tarvent, and when to use them to measure important outcomes inside a journey.

What we'll cover

1. Concepts
2. Where to find goals
3. How goals work in a journey
4. How to add and manage goals
5. Use cases and business examples
6. FAQ
7. Need help?

1 Concepts

What is a journey goal?
A journey goal is a milestone you define to represent a meaningful outcome in the customer journey, such as a signup completion, a purchase event, or another tracked action.

Why goals matter
Goals help you measure progress through a journey, trigger logic in other journey steps, and understand whether your automation is creating the result you want.

Goals vs conversions
Goals track that an outcome happened. Conversions track an outcome and can also be used to represent value. Use goals when you care most about milestone completion, and use conversions when you also want to track performance value.

Note: Goals are managed from the Goals & conversions area in the Journey editor.

2 Where to find goals

From the Journey editor
Open your journey, and click Goals & conversions in the left panel. This is where you create, review, and edit the goals available to that journey.

Where goals are used
Goals can be referenced in goal-related triggers and in the Evaluate goal step.

3 How goals work in a journey

Journey-level tracking
A goal is defined at the journey level, and then individual steps or events can check whether the contact has achieved that goal.

Goal checks inside the flow
The Evaluate goal step lets you check a goal in the middle of a journey and route the contact based on whether the goal has been achieved.

Goal-driven automation
You can also use goal-related triggers to start another path or another journey when a goal event occurs.

Pro-tip: Name goals by the business outcome, not the technical event, such as Started Trial, Requested Demo, or Completed Purchase.

4 How to add and manage goals

Here are the steps:

1. Open the journey.
2. Click Goals & conversions in the left panel.
3. Choose to add a new goal.
4. Enter the goal details, and save.
5. Use the goal in an Evaluate goal step or a goal-related trigger if needed.

Note: You can edit goals later, but be careful when changing goal definitions on a live journey. Changes can affect reporting and flow behavior.

Warning: If you change a live journey at the same time you change goals, test the logic path again before making additional updates.

5 Use cases and business examples

• Lead qualification: Create a goal for Requested demo, and use it to end a nurture path once the contact raises their hand.
• Trial onboarding: Create a goal for Started trial, and use an Evaluate goal step to move contacts into a trial onboarding path.
• Customer activation: Create a goal for Completed first key action, and use it to measure whether onboarding emails are working.
• Re-engagement: Create a goal for Reactivated, and stop sending re-engagement messages once the goal is achieved.

6 Journey notes

• Use the "Evaluate goal" journey action to award the goal only if the contact reaches a specific point in the journey.
• For in-flow goals used in the "Evaluate goal" step, goal criteria is optional.
• Goals trigger events that can be used to start or exit a contact from a journey.

7 FAQ

8 Need help?

If you need help planning goals for your journey, contact support, and we can help you choose the right goal structure.