We get asked this question a lot, so we thought we’d answer it here.

What is a Goal in ActiveCampaign?

In ActiveCampaign, is a measurable action that you desire your contacts to achieve while they are part of an automation. This could be anything from making a purchase to clicking a particular link or even watching a video.

Why should you use Goals in sales and nurture campaigns?

When you’re setting up a sales or nurture automation, it’s vital to know your endpoint or what you want your contacts to accomplish. 

For instance, in a nurture campaign aimed at encouraging contacts to make a purchase, the “goal” would be the purchase. The importance of this comes into play in several ways:

1. Streamlining the Automation 

If a contact achieves the set goal, the automation halts for them. This ensures that they are not bombarded with irrelevant messages. 

For example, once a potential client makes a purchase, it makes no sense to continue nurturing them with the same sequence. Instead, they should transition into a different automation, like a client onboarding sequence.

2. Quick Overviews with Goal Reports

The ActiveCampaign’s goal report is a valuable tool for any business owner. If you’re always on the go and need a snapshot of how your email marketing is performing, this report is your best friend. 

In a matter of seconds, you can gauge the efficacy of your automation. For example, if 35% of contacts entering a nurture sequence end up becoming clients, it’s a testament to the sequence’s success and the effectiveness of the set goal.

Real-time Decision Making

Goals allow for immediate adjustments. If a contact achieves a goal midway through a sequence, they can skip irrelevant steps and jump directly to the next logical phase. This ensures they have a seamless journey with your brand, making them more likely to engage positively in the future.

Precision Targeting and Relevance

One of the cardinal sins of email marketing is sending irrelevant content. With goals in place, you’re ensuring that each contact gets content applicable to their stage in the customer journey. This boosts engagement and reduces the chances of your emails being marked as spam or being ignored.

Monitoring and Improving

The goal reports don’t just offer a quick overview. They provide valuable insights that can be used to tweak and refine your automations. If an automation has a low conversion rate, it might be time to revise the content, design, or the goal itself.


Goals in ActiveCampaign are more than just milestones, they are strategic tools that provide valuable insights, and aid in optimising your marketing efforts. By keeping your contacts in the right sequence and offering real-time data on performance, they become invaluable assets in a marketer’s toolkit. Whether you’re new to email marketing or a seasoned pro, making the most of goals can take your campaigns to new heights.