Evaluate goal step

Learn how to use the Evaluate goal step to check whether a contact has reached a goal, and then continue or end the journey based on the result.

What we'll cover

1. Concepts
2. Where to add the step
3. How to configure the Evaluate goal step
4. How routing works
5. Use cases and business examples
6. FAQ
7. Need help?

1 Concepts

What the step does
The Evaluate goal step checks whether the contact has achieved a selected journey goal.

Why it is useful
It lets you make decisions inside the journey without forcing every contact to follow the same path.

Common use
Use this step after a wait period, or after one or more messages, to check whether the contact completed the outcome you wanted.

Note: The Evaluate goal step uses a goal that is defined in Goals & conversions. If the goal does not exist yet, you can create one while configuring the step.

2 Where to add the step

From the Journey editor
Open the journey, click Add, and add the Evaluate goal step where you want the goal check to happen in the flow.

Best placement
This step is most useful after a Wait step, or after a series of action steps, so the contact has time to achieve the goal before the check runs.

3 How to configure the Evaluate goal step

Step editor sections
When you click the step in the journey map, the editor opens on the right and includes common sections such as Name, Settings, and Apply to which contacts.

Here are the steps:

1. Add the Evaluate goal step to the journey.
2. Click the step to open the right-side editor.
3. Set a clear Name for the step (example: Check if trial started).
4. In Settings, choose the goal to evaluate.
5. If the goal does not exist yet, use New to create it, or use Edit to update an existing goal.
6. In If goal is achieved then, choose the behavior:
   • Continue journey
   • End journey
7. Optionally use Apply to which contacts to limit the step to:
   • All contacts, or
   • Only contacts that meet criteria
8. Click Save.

Pro-tip: Put the business outcome in the step name, not just the step type. For example, use Check if demo was booked instead of Evaluate goal.

4 How routing works

Goal achieved
If the contact has already achieved the selected goal, Tarvent follows the behavior you selected in If goal is achieved then.

Goal not achieved
If the contact has not achieved the goal, the contact continues along the normal path after the step.

Flow planning tip
Most teams place a follow-up message, a reminder path, or an exit path after this step depending on the goal result they want to handle.

Warning: If you place the Evaluate goal step too early, contacts may be evaluated before they have a realistic chance to complete the goal.

5 Use cases and business examples

• Lead nurture: After two follow-up emails and a wait period, use Evaluate goal to check whether the contact booked a meeting. If yes, end the journey.
• Trial onboarding: Check whether the contact started a trial after a welcome sequence. If not, continue to a reminder path.
• Customer activation: Check whether a customer completed a key action. If yes, move them forward. If not, continue with guidance messages.
• Renewal flow: Check whether the customer renewed. If yes, end the journey. If not, continue to a final reminder path.

6 Step notes

• Goals created within this step as considered "In-flow" and can only be achieved when the contact reaching the specific point in the journey of where this step is placed.
• To use a journey-global goal, first create the goal at the journey level, then select the goal within this step.

7 FAQ

8 Need help?

If you want help deciding where to place Evaluate goal in a journey, contact support, and we can help you map the flow.