Not sure whether you should use a Goal or a Decision in your workflows? This article will give you a better understanding of how these two features should be used.
In this article:
Use Decisions when you need to check on specific criteria about a subscriber before they move further through your workflow. It’s helpful to think of this feature in terms of if/then logic. If a subscriber has this, then do that. And vice-versa, if a subscriber does not have this, then do that.
This conditional is looking for a subscriber's lifetime value (LTV):
Let’s break down the above example:
If the subscriber has an LTV that's less than the indicated value, they'll go down the "No" path. Otherwise, they'll go down the "Yes" path.
Decisions key takeaways:
- Decisions take if/then logic into account.
- Decisions check to see if the subscriber already holds the specified criteria of the decision.
Now let’s check out Goals.
Goals are used as milestones that you would like your subscribers to achieve as a result of them entering into the workflow, like clicking particular trigger links, or making a purchase are just a couple examples. Goals should never be used to make decisions about your subscribers.
Here’s an example:
When setting multiple goals in your workflows, you should set them up in the most likely order they will be achieved, with the ultimate goal furthest downstream in the workflow. The workflow has a goal to record when a subscriber clicks a specific trigger link, and a goal to record when a subscriber makes a purchase. Goals are not dependent on any other goals or actions above it. The subscriber will not be restricted from the purchase goal even if they never achieve the trigger link goal.
Goals key takeaways:
- Use goals as your workflow’s milestones, such as making a purchase.
- Set up your goals in most likely order of achievement, with the most important as the final goal in the workflow.