Goals in Journey Builder

In Journey Builder, a goal is a measurement of customer actions that you want to promote. Measure goals based on a goal target you set by creating a filter on contact data. After you activate a journey, Journey Builder evaluates contact data against the filter set as the goal target. When Journey Builder determines that a contact has met the goal, that contact is counted in goal target statistics. Reaching the goal can also prompt the contact to exit, if applicable.

Goals are optional, but goal target statistics show you how each journey performs. You can set a target for the total number of people or as a percentage of people reaching the marketing objective. When the option is selected for contacts to exit upon meeting the goal, Journey Builder evaluates each contact against the goal target at the end of each wait activity. If Exit Option isn’t selected, the goal isn’t evaluated while the contact is in the wait. The contact doesn’t exit the wait queue early, and they aren’t ejected from the journey when they meet the goal. Contacts are evaluated every 24 hours.

Note This feature isn’t supported for Single Send journeys.

Goals as Exit Criteria

Goals can act as exit criteria, but aren’t required. You can configure a goal to prompt contacts to exit before the end of a journey when they meet the criteria you set. If Exit Option is selected and the contact has met the goal, the contact exits the wait queue early. Then the contact is evaluated against the goal again. If the contact didn’t meet the goal, the contact continues throughout the journey. If the contact met the goal, the contact is ejected from the journey. For example, if you set coupon redemption as a journey’s goal, the customer exits the journey after they redeem the coupon. They don’t receive subsequent messages in the journey.

Note To evaluate a goal one last time before a contact exits, add a Wait by Duration before each exit path.

You can use exit criteria to remove a contact from a journey before completing the full journey path. Goals and exit criteria can be configured using data attributes, and each can remove a contact. Exit criteria simply removes the contact. If a contact exits using the goal functionality, the contact is tracked and measured against goal performance.

• Set a Goal in Journey Builder
  Follow these steps to define a journey's goal in Journey Builder. Goal attainment is measured by whether a contact meets the goal criteria you set. To evaluate a goal one last time before a contact exits, add a Wait by Duration activity before each exit path.
• Exit Criteria
  Create a simple or complex contact filter in Journey Builder to remove contacts from a journey.
• Define Exit Criteria
  Set exit criteria in Journey Builder to remove Marketing Cloud Engagement contacts that the journey is no longer relevant to.