Adding a goal to your journey

Goal tracking is important to measure the ROI on your email marketing. It can help to assess how your journey campaigns performed over time. For instance, you may want to know how effective your journey was in onboarding a new customer through a series of emails or to nudge a customer to purchase your paid plan. 

Mailmodo allows users to define goal tracking for the journey when a user performs an event.
Below are steps for the same:

  1. Create a new journey from the journey section.

    (Side note - You can also add goals to your existing journeys. For that, pause your journey and edit it. There will be an option to add goal as shown below in step 2)




  2. Add the trigger and action cards in the journey as per your use case. Click on Set goal once done.





  3. Add the custom event to be tracked, timeline and email activity. You can also add filter for your custom event. Supported email activities are : 

    1. Sending any email in journey

    2. Opening any email sent in the journey by the user

    3. Clicking a link in journey campaigns by the user

You can make your user exit the journey after goal conversion or move through the entire journey flow. Choose as per your usecase and click Save.


  1. Test your journey and once everything looks fine publish it. At the time of publish you can also review and edit your goal. Please note that once goal is set for the journey you cannot edit or remove it.


  1. On the Journey dashboard you can see the Goal conversion count for your journey. Once contacts enrolled in the journey meets your goal criteria the count will increase and remarks for the same can be seen in the Activity log. (See next section for how we count conversion)





Please Note -

  1. Contact is counted as converted once it achieves the goal and exits the journey flow i.e. completed the journey. We do not include failed or aborted contacts in goal conversion, only users with status as completed is considered for the definition


Goal Conversion =  Number of enrolled contacts who converted / Number  of enrolled contacts who completed the journey 

  1. For an existing journey if goal is set, only new contacts enrolled after goal setting will be counted for conversion i.e. goal tracking is always forward looking.

    For example, consider a Journey ABC  which you have paused and edited to add a goal.
    This is how conversion will work once it is published again.

    1. For old enrollment  → conversion goal will not be tracked. 

    2. For new enrolment → conversion goal will be tracked.

      Goal Conversion → No of new enrollment converted after journey goal is set / No of new enrollment who completed journey after the goal is set.  

FAQs

  1. If there are multiple campaigns in the journey how do we attribute goal conversion?


The goal is attributed to the campaign(s) for which a contact matches conversion criteria before expiry time. Consider a case :

Journey flow : Campaign A → wait 2 days → Campaign B
Conversion metric : The user should have triggered an event “Event Registered” within 4 days of sending the campaign.


Day1 - Campaign A launched

Day2 - User opens the email. Doesn’t register
Day4 - Campaign B launched
Case A -
Day5 - User opens the email and registers for the event.
Goal will be at attributed to both campaigns because the event was performed within 4 days of sending the campaign.

Case B - 
Day5 - No activity, 
Day6 - User opens the email and registers for the event.
Goal will be attributed to campaign B since 4 days have expired since campaign A was launched


  1. How do we attribute goal conversion in case of multiple enrollments in the  journey ?


In case the journey is set to multiple enrollments (Journey settings → More than one time) and → 

  1. There are two enrollments for the individual - Enrollment A (Old) and Enrollment B (New). 

  2. Both the enrollments interacted with the campaigns and we received the conversion action for which we need to attribute the conversion goal. 

We will mark the conversion for the user in the following manner. 

Type of Enrollment

Enrollment A

Enrollment B

What to do?

Sequential 

Completed and expiry time has passed 

Completed and expiry time has passed

Conversion will not be attributed for either of the journey instances. 

Sequential 

Completed and expiry time has passed 

Completed and expiry time hasn’t passed

Conversion will be attributed for Enrollment B. 

Sequential

Completed but expiry time has passed

Ongoing 

Conversion will be attributed for Enrollment B.

Sequential 

Completed and expiry time hasn’t passed 

Completed and expiry time hasn’t passed

Conversion will be attributed for both Enrolment A & Enrollment B.

Sequential 

Completed and expiry time hasn’t passed 

Completed and expiry time has passed

Conversion will be attributed for Enrolment A.

Sequential

Completed but expiry time hasn’t passed

Ongoing 

Conversion will be attributed for Enrolment A & Enrollment B.

Parallel

Ongoing

Ongoing

Conversion will be attributed for both Enrolment A & Enrollment B.