With Goals, you can directly measure how your flows are influencing user behaviors - including activation moments, feature adoption, upgrades and more.
A goal is made up of two key parts: 1) The desired outcome or specific action you want a user to take after viewing a flow, and 2) the user properties and event criteria required to meet your desired end-result.
Using the Goals feature, you'll be able to:
- Measure real success: instead of seeing whether a user simply completes a flow, know that they've performed the action you intended
- Compare flows: pit two flows against each other to see which more effectively drives the desired user action
In order to create and measure meaningful goals, you'll need to send user properties and events that represent meaningful actions in your application. For example, you may want to track your activation event. If you're not already sending these events to Appcues, check out our guide to events to learn how to do so. If an 'event' is grayed out for you, it means you are not currently sending us any events.
How do Goals work?
Once a goal has been created or activated, Appcues will begin tracking when your users reach the goal criteria. We will record the point when a user reaches that goal and any context surrounding that moment. Pairing this with our knowledge of what flows a user has seen previously, we are able to provide a measure showing the percentage of users who saw a flow and also went on to reach the goal within 7 days. Goals that are deactivated will not be tracked by Appcues (see Managing Goals below for more information on active and inactive goals).
Creating a Goal
There are two ways to create a goal:
1. Via the Goals Page
You can access your goals from the Appcues Dashboard, via the Goals link in the main navigation bar at the top of your screen.
On the Goals page, click "Create a Goal" to make a new goal. You can specify the goal criteria using the same format as flow targeting and segments. Goals can be composed of any combination of user properties and events that must be matched. To read more about user properties and events, read our documentation on Targeting by Audience.
2. Directly from Flow Settings
You can also create a goal from the Flow Settings (or Targeting & Publish) screen. Under the Goal section, there will be an option to "Define a new Goal." Clicking this will bring you to a screen where you can name your goal and specify the criteria through user properties and events, just as described above. When a goal is created from this screen, it will automatically be linked to the flow, and the goal results will appear on the flow's analytics page (see Using Goals below for more details).
To view the effect of a flow on a goal, you'll need to link the flow and goal on the Flow Settings screen. Under the Goal section, you can choose to link an existing goal or define a new goal.
The goal that is referenced here will appear on the flow's analytics page, showing the percentage of users who saw the flow and went on to match the goal criteria (within 7 days of having seen the flow).
The goal that is linked to the flow can be changed at any time. Appcues will continue tracking all active goals, so you can change the linked goal as much as you'd like to view the effect of the flow on those goals.
Goals can be either active or inactive. An active goal will be tracked, so any time a user meets the goal criteria for the first time, Appcues will record that moment. An inactive goal will not be tracked but allows you to continue to view the results associated with that goal.
To view, activate, deactivate or delete a goal, navigate to the Goals page. You'll see sections with your currently active and inactive goals. Clicking on the dot menu in each goal card will allow you to activate, deactivate or delete the goal.
To view the goal, simply select the goal you're interested in, and you'll see something like the below with your goal criteria. Its not editable though (scroll down to the FAQ for more on why)
Getting Started with Goals
How do you define the right goals? Here are some suggestions to get you started:
- Use your activation event as a "Became an Activated User" goal. This will allow you to test how various flows affect your product's activation rate.
- Measuring feature usage/adoption through a goal can be a powerful way to optimize your flows and drive users to more deeply engage with your product.
- Follow the money! Creating goals around events that you know lead directly to revenue can help you measure ROI.
Why can't I select 'event' & why is it grayed out?
If you're unable to select "event," it means you are not currently passing us any events. Here's a doc that explains how to pass in events. (If you're not technical, you may want to pass this doc to a developer to add events to your installation.)
How can I A/B test two flows effects on a goal?
First, set up a goal that you want to measure the two flows against. Next, target one flow to group A and the other to group B. This can be accomplished on the "Targeting & Publish" screen. Under the Audience section, you'll see an option to A/B test:
To see the results, you'll need to link the goal to each of the flows (see Using Goals above). Then you can visit the analytics page for each flow to see what percentage of users reached the goal after having seen the flow. This should allow you to see which flow has been more effective at driving users to the goal.
How many goals can I set per flow?
You can link one goal to a flow, but the same goal may be linked to many flows. When you link a goal to flow, you're simply defining the goal that will appear on flow's analytics page. Appcues will continue tracking all active goals, so you can change which goal is linked to a flow at any time to view the effect of the flow on those goals.
What's the difference between goal and flow completion rate?
The flow completion rate simply measures how many users completed every step of a given flow. It doesn’t tell you if a user took the intended action of the flow. Goals, on the other hand, allow you to specify the exact conditions which equate to success, and see how effectively your flow drives that user to take action.
How are goals measured?
When a user first meets the criteria required for a goal, Appcues will record the event. This, paired with the knowledge of which flows a user has seen, allows us to provide a measure showing the percentage of users who saw a flow and also went on to reach the goal within 7 days.
How long will my goal track?
Your goal will track as long as it is active. For active goals, Appcues will track whenever a user meets the goal criteria for the first time. Appcues will not track these moments during the time that a goal is inactive but will resume tracking when a goal has been activated again. See Managing Goals above for more details on activating and deactivating goals.
What happens when a goal is inactive?
When a goal has been deactivated, Appcues will not track when a user begins meeting the goal criteria. The goal results are still available to be viewed on flows' analytics pages, but no new results are being recorded for that goal. A goal can be re-activated from the main Goals screen. See Managing Goals above for more details on activating and deactivating goals.
Why can't I edit goals?
In order to maintain the consistency and integrity of what it means to "reach a particular goal", we don't allow editing of goals. Modifying a goal after it has been tracked previously could cause us to track "success" more than once per user (once for each version of the goal) and would skew the data. Instead, if a goal must change, we suggest deactivating the old goal and creating a new goal for the new criteria.
How many active goals can I have on my plan?
We are currently limiting the number of goals that an account can have active at once (2 for Starter, 5 for Standard, 10 for Enterprise).
Have questions on the above? Reach out to us at support@appcues and we'd be happy to help =)