How to Use the Goal Event Workflow Action

The Goal Event workflow action tracks specific milestones — clicking a link, submitting a form, confirming an appointment, paying, or hitting a tag change. When a contact meets the goal, the workflow jumps them straight to the goal step instead of running every step in sequence.

What Goal Event does

Goal Events act as dynamic checkpoints inside an automation. The system continuously listens for the goal condition. When a contact meets it, they're moved to the goal step regardless of where they are in the workflow. That removes the need to scaffold extra triggers and If/Else branches around the same outcome.

Why use it

• Skip steps automatically: End a workflow or jump ahead the moment the goal is met.
• Faster reactions: Respond to opens, clicks, or payments in real time.
• Simpler logic: Replace stacks of triggers with one event.
• Broader tracking: Watch email events, link clicks, tag changes, appointments, payments, and document status.
• Custom branches: Choose what happens when the goal is hit — and what happens when it isn't.

Supported goal types

Form Submitted

Multi-select dropdown of forms. Goal triggers when the contact submits any selected form. Useful for centralizing follow-ups across multiple lead forms.

Payment Received

Filter by success or failure status and by product. Use it to start onboarding after first payment, send thank-yous, or chase failed and overdue payments.

Document Status

Tracks proposals and contracts: Viewed, Signed, Declined, Completed. Use it to chase unsigned documents, kick off onboarding on Completed, or follow up on Declined.

Email Events

Detects Opened, Clicked, Unsubscribed (Mailgun only), Complained, and Marked as Spam. Use it to launch re-engagement flows, segment by engagement, or trigger drip sequences based on email activity.

Clicked a Trigger Link

Fires when a contact clicks a tracked link in any of your messages. Good for nurture starts, interest-based segmentation, and event registration follow-ups.

Contact Tag Added or Removed

Reacts to tag changes. Move contacts to a new pipeline stage on "Product Purchased", stop a nurture on "Customer", or restart retention on "Unsubscribed" removal.

Appointment Status

Watches for status updates like New, Confirmed, or Showed. Use it for post-appointment surveys, onboarding starts, and no-show follow-ups.

Set up the Goal Event action

1. Go to Automation > Workflows and click + Create Workflow (or open an existing one).
2. Click + to add an action.
3. Under Internal, select Goal Event.
4. Name the action (e.g., "Lead Conversion Goal").
5. Pick the goal type from Select Type of Goal.
6. Define the specific event criteria — form, link, tag, appointment status, etc.
7. Under If Contact Reaches This Goal Without Meeting Conditions, choose End this workflow, Continue anyway, or Wait until the goal is met.
8. Click Save Action.
9. Click Publish in the top right to activate the workflow.