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Journeys and Automations in Marketing Cloud Engagement
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            Exit Criteria

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            3. Engagement: Journey Builder and Automation Studio

            Exit Criteria

            Create a simple or complex contact filter in Journey Builder to remove contacts from a journey.

            Exit criteria can remove customers who no longer fit the journey's purpose or for whom the journey's content is no longer relevant. The goal is your journey’s destination. Marketers use goals to define the journey's purpose and measure how many customers meet the milestone. Marketers use exit criteria to remove customers who don't fit the journey’s purpose anymore. In this way, using goals with exit criteria makes all statistics more meaningful. Use goals to track achievement metrics rather than to remove contacts from a journey, and use exit criteria to remove contacts.

            Exit Scenarios

            Here are three ways you can configure a welcome series with three messages and a call to action to encourage customers to download your mobile app.

            • Set a Goal that removes a contact after they download the mobile app regardless of where they are in the journey. These contacts are counted as achieving the goal.
            • Contacts can receive all the messages and complete the journey but never download the mobile app. They would exit the journey in the time allotted with the Exit activity on the journey canvas and wouldn’t be counted as achieving the goal.
            • Exit Criteria could use subscription data to remove a contact from the journey when they unsubscribe from your email marketing program.

            For an abandoned cart campaign with a single email and 72-hour wait after the message, you could configure exits in this way.

            • The goal would track if customers bought an item out of their cart and exit them from the journey.
            • If customers don’t buy an item within the 72-hour window, they exit the journey and aren’t counted as part of goal achievement.
            • Exit criteria could be used to exit customers from the journey when they remove the items from their cart.

            Considerations

            • Contacts that are removed via exit criteria are logged, and the count of contacts removed from the current version is visible. All contacts removed from a journey are visible in the Health Stats panel on a running journey.
            • Exit criteria can be defined differently for each version of a journey.
            • Journey Builder evaluates exit criteria for each contact in the journey when their time in each wait activity expires.
            • If you have both Goals and Exit Criteria configured, Goals are processed before Exit Criteria.
            • When choosing 1:M, evaluation can't be completed and the termination condition can't be used.
             
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            Salesforce Help | Article