At each step we expect specific lead actions: fill in the form, add email, subscribe, etc. In order to get the expected actions we can use triggered auto messages.
It is important to receive general statistics (number of sent and read messages, etc). It is even more important to understand how specific auto message affects on a target lead action: application, purchase, etc.
Therefore one of configurable Auto message options in Carrrot is Goal.
Goal is an event which we want to be completed by a lead after receiving an auto message. It is tracked by service after the message is sent.
You can achieve a goal in different ways. Define goal and value in order to understand in which cases lead's decision was influenced by auto message.
Define the goal
There is a "Goal" step in auto message settings. Select an event which should be completed after one received an auto message.
Choose target action from a drop-down list. Read in this article how to configure an event.
Some lead actions can bring income to your company. If a message leads to such action select it as goal.
The logic is:
Lead saw a message - completed target action - paid you X dollars. Goal value of this message equals to X dollars.
If target action always has the same value then the value can be set manually:
More often the cost of purchase/subscription/etc. varies. Do the following to set the value:
- During the data collection record the amount as the event property;
- Select this event as a goal;
- In goal value select "based on event property";
- Enter the name of property.
If the target action has no direct revenue then do not determine it's value.
You have a landing for selling transportation services. Application from this landing brings you 100$. In this case goal value will be 100$. This value can be set manually.
If your service has subscription then probably you have a "payment" or "purchase" event. Add a property to this event - amount of payment (or purchase). Based on this property, you can determine the goal value.
If your goal is a subscription to your newsletter then you don't have to set goal value, because the target action doesn't have direct income.
After defining goal value you will see earned amount in message statistics.
Goal achievement rate
It is very important to measure the achievement of the goal. If lead read auto message and completed target event after a long period of time then it is wrong to consider this action as influenced by auto message. Therefore, it is important to measure goal effectiveness within a fixed time.
You can track goal achievement from 1 minute to 30 days. Select the time period depending on your situation.
If you set triggered emails - several days speed achievement will work great for you.
Pop-ups achievement speed shouldn't be more than several hours.
After filling in all fields click "define goal".
Lets see what happens if you create several messages with one goal.
Example: you have 3 messages (A, B and C) with "Purchase" goal.
Kate received message A and made a purchase on our site. For message A the goal is achieved.
Mary received message A and then message B. She made a purchase after receiving message B. The goal will be achieved for both A and B messages (if they fit goal achievement speed).
Carol made a purchase after receiving all three messages (A, B and C). The goal is achieved for all messages (A, B and C, but only if they fit goal achievement speed).
Thus the goal is considered as achieved for all messages if you set messages with similar goal achievement speed.