A goal defines the conversion that an agentic campaign is measured on, such as orders or form submissions. The target is the count or amount that you want to achieve during the campaign dates. After you activate the campaign, the Marketing Campaign Agent measures attributed conversions against the target and uses behavioral signals, such as clicks and views, to optimize channel, content, and timing. For example, for an Orders goal with a $150,000 target, the agent attributes email and SMS engagement to order revenue and shows progress and forecast against the $150,000 target.
Required Editions
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How It Works
When you create a campaign draft, you set a goal and target along with the message budget, audience, channels, and content. Complete the goal and target before sending the campaign for approval. Goals are predefined. Your Salesforce admin deploys the goals available to your org. Only deployed goals appear when you create a campaign, and at least one goal must be available.
When you select a goal, the Marketing Campaign Agent:
- Applies the goal's predefined conversion signal and KPI.
- Configures attribution so that email and SMS engagement can receive credit for conversions.
- Uses a time-decay attribution model with a 90-day lookback window. More recent interactions receive more credit.
- Uses the Identity Resolution configuration from Marketing Performance.
The attribution model, lookback window, and Identity Resolution configuration are predefined for each goal and set when your admin deploys the goal.
Attribution measures campaign performance against the goal. The agent optimizes sends using engagement signals, such as clicks and views. Changes in conversion volume don't currently affect how the agent allocates sends. The target applies only to the campaign.
For example, if you set a Form submissions goal with a target of 500, the agent forecasts and paces toward 500 submissions during the campaign dates. It doesn't pace toward an org-wide total.
Select a Goal
Choose the goal that matches the conversion you want, not the channel you plan to use. Each goal has a predefined conversion and a target metric.
| Goal | Target Metric | Use for |
|---|---|---|
| Form submissions | Submissions | Lead generation, event registrations, and newsletter sign ups |
| Orders | Order revenue | Ecommerce campaigns, product launches, and seasonal sales |
| B2B opportunity | Opportunity total amount | Account-based marketing and opportunity growth |
| Web clicks | Web clicks count | Website traffic and content engagement |
| Subscriber retention | Subscribers | Renewals, churn prevention, and subscriber reengagement |
| Email clicks | Email clicks count | Email engagement and nurturing |
| Case closed | Case closed count | Support resolution and case deflection |
| Lead | Lead estimated value | Qualified-lead value and pipeline from marketing |
If a goal you need isn’t in the list, ask your admin to deploy it in Setup. If deployment fails, the usual cause is a Data 360 mapping or parameter issue.
Set the Goal in the Campaign
Set the goal while you create the campaign.
- On the Agentic Campaign Draft page, open the goal card.
- Select a goal and enter the target the campaign is measured against. For example, enter 500 for Form submissions or $150,000 for Orders. Use a count or amount that matches the selected goal.
- Save the goal.
After activation, the goal is locked with the other campaign settings. You can still change a live campaign, but manual changes can reduce optimization performance. When possible, let the campaign run and monitor results in Agentic Campaign Insights.
On the Overview tab, Goal Progress shows attributed conversions against the target. On the Optimization tab, you can see engagement, send allocation, and cost. The agent allocates sends based on signals, such as clicks and views, not conversion volume.