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.

Here’s an example using a specific tag:

Let’s break down the above example:

When a subscriber submits a form, they will immediately go through a decision to determine if they already have a particular tag applied. If the subscriber already has the tag by the time they reach the decision step, they will travel down the yes path, otherwise, they will move down the no path. So, this allows you to route subscribers down different paths of automation, based on information you already have on them.

Here’s another example using a decision:

In this example, we are checking to see if a subscriber has a lead score that is greater than a certain amount. If it is, the subscriber will travel down the yes path, if not, they will go down the no path.

Keep in mind, that, decisions always check to see if the specified criteria have already been achieved by the subscriber at the time of hitting the decision in the workflow.

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:

In the above workflow example, a subscriber submits a form and is automatically subscribed to an email campaign. The workflow has a goal of “Made a purchase” and until the goal is met, the subscriber will not be able to move past the campaign action.

Here’s an example workflow using multiple goals:

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.

Have additional questions? Please feel free to contact us: