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Goals are in early access. The feature is still evolving.
With goals, you can define specific outcomes that matter to your business and measure how effectively your campaigns drive those actions. Ready to dive in? See Building your first goal to create one and attach it to a campaign, or Understanding metrics to learn how to read the results.

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How goals work

A goal defines what you’re measuring: who counts as a candidate, what counts as success, and how long contacts have to get there. When you send a campaign with a goal attached, eligible contacts who receive it are enrolled and tracked for conversions. A goal has three parts:
  1. Eligibility filter (optional): Which contacts can be enrolled. If no eligibility filter is set, all contacts are eligible.
  2. Target filter (required): What counts as achieving the goal, defined by contact property values.
  3. Measurement window: How many days contacts have to convert after receiving the campaign.

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Goal enrollment

When a contact receives a campaign with an attached goal:
  1. We check if they match the eligibility filter (if one is set).
  2. We check if they already match the target filter.
  3. If they already match the target, they’re not enrolled — they’ve already achieved the goal.
  4. Otherwise, they’re enrolled and the measurement window starts.

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The measurement window

Once enrolled, we monitor each contact’s properties. When a contact matches the target filter, they’ve achieved the goal and count as a conversion. If a contact is ever observed matching the target filter during the window, they’re marked as having converted, and that status sticks even if their properties later stop matching the filter.

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Editing a goal after it’s live

Once a goal records its first impression, its core definition locks so your data stays consistent:
  • Locked: eligibility filter, target filter.
  • Still editable: name and description.
Need a different filter? Create a new goal for your next campaign.

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Glossary

TermDefinition
ImpressionA contact received an email from a campaign with an attached goal.
EnrollmentAn eligible contact who wasn’t already in the target state when they received the campaign. These contacts are tracked for the duration of the measurement window.
ConversionAn enrolled contact who matched the target filter within the measurement window.

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Limitations

  • No causation proof. Goals measure correlation between sending a campaign and a contact reaching the target state. To prove the email caused the conversion you’d need a holdout/control group, which goals don’t provide today.

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Feedback

Goals is actively being built. If you hit something unexpected or have a use case that doesn’t fit, please reach out. Early-access feedback directly shapes what ships next.
Last modified on June 10, 2026