Tracking customer actions with messaging goals

<p id="docs-hc-snippet" style="display: none;">
You can create messaging goals to track specific customer actions. Goals can
be assigned to agent groups, allowing you to track which conversations lead to
a completed goal (or “goal conversion”), and see how often each agent is responsible
for driving the action. Additionally, agents can see goal conversion events in
Agent Workspace.
</p>
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Summary: <span id="up-triangle">◀</span><span id="down-triangle">▼</span>
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<p id="docs-ai-summary-content">
You can create messaging goals to track specific customer actions and assign
them to agent groups to monitor goal conversions and agent contributions.
Goals track actions across various messaging channels, credit agents based
on first or last touch within an attribution period, and allow exporting
conversion data. Agents also see goal events in their workspace, helping
you measure and optimize customer interactions and agent performance.
</p>
</div>
<div class="body">
<p class="p">
You can create messaging goals to track specific customer actions. Goals
can be assigned
to agent groups, allowing you to track which conversations lead to a completed
goal (or
“goal conversion”), and see how often each agent is responsible for driving
the action.
Additionally, agents can see goal conversion events in Agent Workspace.
</p>
<p class="p">This article includes the following topics:</p>
<div class="p">
<ul class="ul" id="messaging_goals__ul_ndv_gwx_bgc">
<li class="li">
<a class="xref" href="#topic_q5h_3wx_bgc">About messaging goals</a>
</li>
<li class="li">
<a class="xref" href="#topic_ncd_3wx_bgc">The Messaging goals page</a>
</li>
<li class="li">
<a class="xref" href="#topic_t2y_hwx_bgc">Creating and editing goals</a>
</li>
<li class="li">
<a class="xref" href="#topic_ngs_hwx_bgc">Activating, deactivating, and deleting goals</a>
</li>
<li class="li">
<a class="xref" href="#topic_u5j_hwx_bgc">Viewing and monitoring goal conversions</a>
</li>
<li class="li">
<a class="xref" href="#topic_jkd_hwx_bgc">Viewing goal conversions in Agent Workspace</a>
</li>
</ul>
</div>
</div>
<div aria-labelledby="ariaid-title2" class="topic nested1" id="topic_q5h_3wx_bgc">
<h2 class="title topictitle2" id="ariaid-title2">About messaging goals</h2>
<div class="body">
<p class="p">
Messaging goals are available on all accounts that use messaging and
don’t need to be
turned on by an admin. You can track customer goals in the Web Widget,
iOS SDK,
Android SDK, and social messaging channels. Currently, goals are not
available for
third-party bot channels, Unity SDK, or AI agents.
</p>
<p class="p">
This feature introduces terminology you may be unfamiliar with, including:
</p>
<div class="p">
<ul class="ul" id="topic_q5h_3wx_bgc__ul_jdr_pyx_bgc">
<li class="li">
<strong class="ph b">Goal</strong>: A specific action you want
an end user to perform during or
after a messaging conversation with an agent. For example, an
end user
making a purchase.
</li>
<li class="li">
<strong class="ph b">Goal conversion</strong>: The event when
an end user meets a goal.
</li>
<li class="li">
<strong class="ph b">Attribution period</strong>: The period
during which an agent can earn credit
for a goal conversion.
</li>
<li class="li">
<strong class="ph b">First touch</strong> and
<strong class="ph b">Last touch</strong>: A
<a class="xref" href="#topic_t2y_hwx_bgc">goal configuration option</a>
used to determine which
agent gets
<a class="xref" href="#topic_jjb_qxx_bgc">credit for the goal
conversion</a>.
</li>
</ul>
</div>
</div>
<div aria-labelledby="ariaid-title3" class="topic nested2" id="topic_jjb_qxx_bgc">
<h3 class="title topictitle3" id="ariaid-title3">Crediting agents for goal conversions</h3>
<div class="body">
<p class="p">
Agents are are credited for goal conversions based on several
factors, including whether the
<a class="xref" href="https://support.zendesk.com/hc/en-us/articles/7043034053658#topic_d1b_hpz_1bc" target="_blank">conversation is active or
inactive</a>
at the time of the conversion, conversation
assignment or interaction, and whether the interaction occurs within
the
attribution period.
</p>
<p class="p">
In <strong class="ph b">active conversations</strong>:
</p>
<ul class="ul" id="topic_jjb_qxx_bgc__ul_mlz_tyx_bgc">
<li class="li">
<strong class="ph b">First touch</strong>: When goal conversion
credit is set
to First touch, the agent receives credit for a conversion
simply by being the first agent assigned to the ticket.
</li>
<li class="li">
<strong class="ph b">Last touch</strong>: When the goal conversion
credit is
set to Last touch, the agent receives credit for a conversion
if
they are the agent assigned to the ticket at the time of the
conversion.
</li>
<li class="li">
<strong class="ph b">Attribution period</strong>: Does not apply
to active
conversations.
<div class="p">
<div class="note note">
<span class="notetitle">Note:</span> This is a temporary
limitation for goal
conversions.
</div>
</div>
</li>
</ul>
<p class="p">
In <strong class="ph b">inactive conversations</strong>:
</p>
<ul class="ul" id="topic_jjb_qxx_bgc__ul_nmc_1zx_bgc">
<li class="li">
<strong class="ph b">First touch</strong>: When goal conversion
credit is set
to First touch, the agent receives credit for a conversion if
they are the first agent assigned to the ticket,
<em class="ph i">and</em> they
have sent a message within the Attribution period. Only the
first agent assigned to the ticket is eligible for conversion
credit.
</li>
<li class="li">
<strong class="ph b">Last touch</strong>: When the goal conversion
credit is
set to Last touch, the agent receives credit for a conversion
if
they are the agent assigned to the ticket at the time of the
conversion, and they have sent a message within the Attribution
period.
</li>
<li class="li">
<strong class="ph b">Attribution period</strong>: Determined
by the admin-defined setting
in the
<a class="xref" href="#topic_t2y_hwx_bgc">goal
configuration</a>,
it is the period counting back from the goal
conversion event. For both First and Last touch, the agent must
send a
message in the conversation during the attribution period to
receive credit.
For example, if the Attribution period is 7 days, the agent must
have sent a
message to the end user in the conversation in the seven days
<em class="ph i">before</em>
the goal conversion event.
</li>
</ul>
</div>
</div>
<div aria-labelledby="ariaid-title4" class="topic nested2" id="topic_uk3_qxx_bgc">
<h3 class="title topictitle3" id="ariaid-title4">Limitations</h3>
<div class="body">
<p class="p">
Currently, the following limitations apply to messaging
goals:
</p>
<ul class="ul" id="topic_uk3_qxx_bgc__ul_qdw_f1y_bgc">
<li class="li">
An account can have a maximum of 15 active goals at a
time. The number of inactive goals isn’t restricted. However,
goals that have ended will remain active and count against your
active goal limit until they are
<a class="xref" href="#topic_ngs_hwx_bgc">deactivated or deleted</a>.
</li>
<li class="li">
Each goal can include up to 100 URL conditions.
</li>
<li class="li">
The set attribution period does not apply to goal
conversions that occur during
<a class="xref" href="https://support.zendesk.com/hc/en-us/articles/7043034053658#topic_d1b_hpz_1bc" target="_blank">active messaging
conversations</a>,
but does apply to goal conversions
that occur during inactive messaging conversations.
</li>
</ul>
</div>
</div>
</div>
<div aria-labelledby="ariaid-title5" class="topic nested1" id="topic_ncd_3wx_bgc">
<h2 class="title topictitle2" id="ariaid-title5">The Messaging goals page</h2>
<div class="body">
<p class="p">
The Messaging goals page in Admin Center is the hub for managing and
tracking goals.
</p>
<p class="p">
<img class="image" id="topic_ncd_3wx_bgc__image_vtf_12y_bgc" src="https://zen-marketing-documentation.s3.amazonaws.com/docs/en/messaging_goals_page.png" width="800">
</p>
<p class="p">From here you can:</p>
<ul class="ul" id="topic_ncd_3wx_bgc__ul_fyg_c2y_bgc">
<li class="li">Create and edit goals </li>
<li class="li">Activate, deactivate, and delete goals </li>
<li class="li">Email yourself a CSV of goal information </li>
</ul>
<p class="p">
<strong class="ph b">To view the Messaging goals page</strong>
</p>
<div class="p">
<ul class="ul" id="topic_ncd_3wx_bgc__ul_vcy_rsb_53c">
<li class="li">
In Admin Center, click
<img class="image" id="topic_ncd_3wx_bgc__image_hkq_x3c_ksb" src="https://zen-marketing-documentation.s3.amazonaws.com/docs/en/ac_objects_rules_icon.png"><strong class="ph b">Objects and rules</strong>
in the sidebar, then select
<strong class="ph b">Business rules &gt;
Messaging goals</strong>.
</li>
</ul>
The goals list includes columns with the following information:
<ul class="ul" id="topic_ncd_3wx_bgc__ul_spw_pfy_bgc">
<li class="li">
<strong class="ph b">Name</strong>: The name of the goal.
</li>
<li class="li">
<strong class="ph b">Groups</strong>: The groups assigned to
the goal.
</li>
<li class="li">
<strong class="ph b">Status</strong>: Whether the goal is Active,
Inactive, Ended, or how many days
(up to five) remain before the goal ends.
</li>
<li class="li">
<strong class="ph b">Start date</strong>: The date you’ll begin
tracking the goal.
</li>
<li class="li">
<strong class="ph b">End date</strong>: The date you’ll stop
tracking the goal.
</li>
<li class="li">
<strong class="ph b">7 day conversion</strong>: The number of
goal conversions achieved in the most
recent seven-day period.
</li>
</ul>
</div>
</div>
</div>
<div aria-labelledby="ariaid-title6" class="topic nested1" id="topic_t2y_hwx_bgc">
<h2 class="title topictitle2" id="ariaid-title6">Creating and editing goals</h2>
<div class="body">
<p class="p">
On the Messaging goals page, you can create a goal to track end-user
activity.
</p>
<p class="p">
<strong class="ph b">To create a goal</strong>
</p>
<div class="p">
<ol class="ol" id="topic_t2y_hwx_bgc__ol_i1x_cgy_bgc">
<li class="li">
In Admin Center, click
<img class="image" id="topic_t2y_hwx_bgc__image_o5p_dtb_53c" src="https://zen-marketing-documentation.s3.amazonaws.com/docs/en/ac_objects_rules_icon.png"><strong class="ph b">Objects and rules</strong>
in the sidebar, then select
<strong class="ph b">Business rules &gt;
Messaging goals</strong>.
</li>
<li class="li">
Click <strong class="ph b">Create goal</strong>.
</li>
<li class="li">
Fill out the following fields:
<div class="p">
<ul class="ul" id="topic_t2y_hwx_bgc__ul_px3_fgy_bgc">
<li class="li">
<strong class="ph b">Name</strong> (required): A
short, descriptive name
for the goal.
</li>
<li class="li">
<strong class="ph b">Description</strong>: A slightly
more detailed
description of the goal’s purpose.
</li>
<li class="li">
<strong class="ph b">Activate goal</strong>: Click
to activate the goal
upon saving it. You can have up to 15 active goals
at a
time. A goal can be active outside of the start and
end
dates configured below. Note that an active goal
will not be
tracked until its start date.
</li>
<li class="li">
<strong class="ph b">Start date</strong> (required):
Enter or select the
date you want to start tracking the goal. This field
only
appears if you have activated the goal. You can’t
edit the
start date retroactively.
</li>
<li class="li">
<strong class="ph b">End date</strong>: Enter or
select the date you want
to stop tracking the goal. Leave this field blank
if you
want to track the goal indefinitely, or have not
decided on
an end date. This field only appears if you have
activated
the goal.
</li>
<li class="li">
<strong class="ph b">Assign to agent groups</strong>
(required): Use the dropdown to
select one or more
<a class="xref" href="https://support.zendesk.com/hc/en-us/articles/4408839035546" target="_blank">groups</a>
to track. Only
groups selected here will have their interactions
included in
the count.
</li>
<li class="li">
<strong class="ph b">Attribution</strong> (required):
Define when credit is given for
the goal conversion.
<div class="p">
<ul class="ul" id="topic_t2y_hwx_bgc__ul_b3m_ggy_bgc">
<li class="li">
<strong class="ph b">Last Touch</strong>
assigns credit for a goal
conversion to the agent assigned to the
ticket at
the time of the conversion.
</li>
<li class="li">
<strong class="ph b">First Touch</strong>
assigns credit for a goal
conversion to the first agent assigned
to the
ticket.
</li>
</ul>
</div>
</li>
<li class="li">
<strong class="ph b">Attribution time period in days</strong>
(required): The number of
days within which agent interactions are considered
for
attribution.
</li>
<li class="li">
<strong class="ph b">Transaction value</strong>:
Transaction value of the goal
conversion. For example, if the conversion has a
monetary value,
enter that value here.
</li>
<li class="li">
<strong class="ph b">Conditions</strong> (required):
Define the conditions that must be
met for a goal conversion to be counted:
<div class="p">
<ul class="ul" id="topic_t2y_hwx_bgc__ul_cgw_jgy_bgc">
<li class="li">Category: URL
</li>
<li class="li">
Operator: Select <em class="ph i">Contains</em>
to
define a partial URL, or <em class="ph i">Is</em>
for an exact
match
</li>
<li class="li">
Value: Enter a partial or complete URL
</li>
</ul>
</div>
</li>
</ul>
</div>
</li>
<li class="li">
Click <strong class="ph b">Save</strong>.
</li>
</ol>
</div>
<p class="p">
You can edit a goal if you need to update its configuration.
</p>
<p class="p">
<strong class="ph b">To edit a goal</strong>
</p>
<ol class="ol" id="topic_t2y_hwx_bgc__ol_znc_ngy_bgc">
<li class="li">
</li>
<li class="li">Click the goal name.</li>
<li class="li">
On the goal’s configuration page, edit the settings as needed.
</li>
<li class="li">
Click <strong class="ph b">Save</strong>.
</li>
</ol>
</div>
</div>
<div aria-labelledby="ariaid-title7" class="topic nested1" id="topic_ngs_hwx_bgc">
<h2 class="title topictitle2" id="ariaid-title7">Activating, deactivating, and deleting goals</h2>
<div class="body">
<div class="p">
You can activate, deactivate, and delete goals as needed to manage when
and
if they’ll be tracked. Active goals are tracked between the configured
start and end
dates. Inactive goals aren't tracked.
<div class="note note">
<span class="notetitle">Note:</span> All active goals are counted
towards your
15-active-goal limit, including goals that have ended. You must deactivate
or
delete a goal to exclude it from the active goal count.
</div>
</div>
<p class="p">
<strong class="ph b">To activate a goal</strong>
</p>
<div class="p">
<ol class="ol" id="topic_ngs_hwx_bgc__ol_orv_yjy_bgc">
<li class="li">
</li>
<li class="li">
Click the goal’s <strong class="ph b">Options menu</strong> (<img class="image" height="16" id="topic_ngs_hwx_bgc__image_ud2_f5q_1yb" src="https://zen-marketing-documentation.s3.amazonaws.com/docs/en/sell_icon_menu_vertical.png" width="16">)
and select
<strong class="ph b">Activate
goal</strong>.
</li>
</ol>
</div>
<p class="p">
<strong class="ph b">To deactivate a goal</strong>
</p>
<div class="p">
<ol class="ol">
<li class="li">
</li>
<li class="li">
Click the goal’s <strong class="ph b">Options menu</strong> (<img class="image" height="16" id="topic_ngs_hwx_bgc__image_hvc_bky_bgc" src="https://zen-marketing-documentation.s3.amazonaws.com/docs/en/sell_icon_menu_vertical.png" width="16">)
and select
<strong class="ph b">Deactivate goal</strong>
</li>
</ol>
</div>
<p class="p">
<strong class="ph b">To delete a goal</strong>
</p>
<div class="p">
<ol class="ol" id="topic_ngs_hwx_bgc__ol_s4y_cky_bgc">
<li class="li">
</li>
<li class="li">
Click the goal’s <strong class="ph b">Options menu</strong> (<img class="image" height="16" id="topic_ngs_hwx_bgc__image_t4y_cky_bgc" src="https://zen-marketing-documentation.s3.amazonaws.com/docs/en/sell_icon_menu_vertical.png" width="16">)
and select
<strong class="ph b">Delete
goal</strong>.
<em class="ph i">This action can’t be undone.</em>
</li>
</ol>
</div>
</div>
</div>
<div aria-labelledby="ariaid-title8" class="topic nested1" id="topic_u5j_hwx_bgc">
<h2 class="title topictitle2" id="ariaid-title8">Viewing and monitoring goal conversions</h2>
<div class="body">
<p class="p">
After you create your messaging goals, you can email a CSV to yourself
with data
about goal conversions. Data is captured hourly, so the CSV may not include
information from the most recent 60-minute period.
</p>
<p class="p">
<strong class="ph b">To email a CSV of goal conversion data</strong>
</p>
<div class="p">
<ol class="ol" id="topic_u5j_hwx_bgc__ol_vc2_ppy_bgc">
<li class="li">
</li>
<li class="li">
Click the goal’s <strong class="ph b">Options menu</strong> (<img class="image" height="16" id="topic_u5j_hwx_bgc__image_jrl_rpy_bgc" src="https://zen-marketing-documentation.s3.amazonaws.com/docs/en/sell_icon_menu_vertical.png" width="16">)
and select Email
CSV.
</li>
<li class="li">
Choose a date range for the data included in the CSV file.
<p class="p">
<img class="image" id="topic_u5j_hwx_bgc__image_omf_dqy_bgc" src="https://zen-marketing-documentation.s3.amazonaws.com/docs/en/goals_date_range.png" width="350">
</p>
</li>
<li class="li">
Click <strong class="ph b">Email CSV</strong>.
<p class="p">
A link is sent to your email address, including a
link to a downloadable .zip file containing the CSV. The
link is valid
for 14 days.
</p>
</li>
<li class="li">Download and open the .zip file, then open the CSV.</li>
</ol>
</div>
<p class="p">
<img class="image" id="topic_u5j_hwx_bgc__image_e35_kqy_bgc" src="https://zen-marketing-documentation.s3.amazonaws.com/docs/en/goal_conversion_csv_ex.png" width="800">
</p>
<p class="p">
The CSV includes the following information related to each goal conversion
completed
in the selected date range:
</p>
<div class="p">
<ul class="ul" id="topic_u5j_hwx_bgc__ul_szs_mqy_bgc">
<li class="li" dir="ltr">
<strong class="ph b">Timestamp</strong>: The time the event occurred
</li>
<li class="li" dir="ltr">
<strong class="ph b">Goal ID</strong>: The system-generated ID
for the goal
</li>
<li class="li" dir="ltr">
<strong class="ph b">Goal name</strong>: The assigned name in
the goal
configuration
</li>
<li class="li" dir="ltr">
<strong class="ph b">Agent ID</strong>: The agent’s user ID.
</li>
<li class="li" dir="ltr">
<strong class="ph b">Agent name</strong>: The name of the agent
assigned the goal at
the time of the conversion
</li>
<li class="li" dir="ltr">
<strong class="ph b">Agent email</strong>: Email of the agent
assigned the goal at the
time of the conversion
</li>
<li class="li" dir="ltr">
<strong class="ph b">Ticket ID</strong>: ID number of the related
Support ticket.
</li>
<li class="li" dir="ltr">
<strong class="ph b">Total transaction value</strong>: Transaction
value included in
the goal configuration.
</li>
<li class="li" dir="ltr">
<strong class="ph b">Satisfaction score</strong>: The
<a class="xref" href="https://support.zendesk.com/hc/en-us/articles/4408886173338" target="_blank">CSAT rating</a>
submitted by the end
user. If you aren’t collecting CSAT ratings, or if the end user
did not
submit a rating, the value in this column will be “Unoffered.”
</li>
<li class="li" dir="ltr">
<strong class="ph b">Contact duration to goal</strong>: Period
from the attributed
agent’s ticket assignment and the goal conversion.
</li>
</ul>
</div>
</div>
</div>
<div aria-labelledby="ariaid-title9" class="topic nested1" id="topic_jkd_hwx_bgc">
<h2 class="title topictitle2" id="ariaid-title9">Viewing goal conversions in Agent Workspace</h2>
<div class="body">
<p class="p">
When a customer completes a goal, the event is displayed in the conversation
history
in Agent Workspace.
</p>
<p class="p">
<img class="image" id="topic_jkd_hwx_bgc__image_cdc_yqy_bgc" src="https://zen-marketing-documentation.s3.amazonaws.com/docs/en/goals_event_AW.png" width="350">
</p>
</div>
</div>
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ai_summary_style.innerHTML = `#styled-article-body{padding:0 0 0}#article-body #docs-ai-summary{background-color:#f3f3f3;border:1px solid #d3d3d3;padding:10px 10px 6px;margin-bottom:16px}#article-body #docs-ai-summary #docs-ai-summary-toggle{font-size:.9em;font-weight:700;margin-bottom:4px;cursor:pointer;display:flex;justify-content:space-between;align-items:center}#article-body #docs-ai-summary #docs-ai-summary-toggle #up-triangle{margin-left:auto;padding-right:10px;display:none}#article-body #docs-ai-summary #docs-ai-summary-toggle #down-triangle{margin-left:auto;padding-right:10px}#article-body #docs-ai-summary #docs-ai-summary-content{font-size:.9em;padding-left:25px;padding-right:25px;margin-bottom:12px}`;
document.head.appendChild(ai_summary_style);

const toggleAISummary = () => {
const summary = document.getElementById("docs-ai-summary-content");
const upTriangle = document.getElementById("up-triangle");
const downTriangle = document.getElementById("down-triangle");
if (summary.style.display === "none") {
summary.style.display = "block";
upTriangle.style.display = "none";
downTriangle.style.display = "inline";
} else {
summary.style.display = "none";
upTriangle.style.display = "inline";
downTriangle.style.display = "none";
}
};

document.getElementById("docs-ai-summary-toggle").addEventListener("click", toggleAISummary);
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