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Using Conversion Goals

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Forest Myers
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SharpSpring's Conversion Goals feature lets you select and track custom fields. These tracked fields can then be used as a place to begin converting more leads. 
 
This article will detail how to use the Conversion Goals feature across SharpSpring.


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Understanding Conversion Goals

Conversion goals allows you to track custom fields—and how changes affect those custom fields. Relevant custom fields can be classified as a conversion goal, which can be used to personalize campaigns or create automation workflows. Through this, you can view when leads meet specific goals. These events will also be displayed in a contact's the Life of the Lead.

With tracked custom fields and goals, you can build business-specific funnels. This can help you to better understand your marketing materials' impact and provide insight into which are closing more deals and driving sales.


Creating Conversion Goals

You can set custom fields to create a trackable event. When met, these events will be displayed in a contact's Life of the Lead. 

To create a conversion goal, do the following:

  1. Click Marketing > Reports > Conversion Goals in SharpSpring's top toolbar.
  2. Click Create.
  3. Enter a name for the conversion goal in the Conversion Goal Title field.
  4. Select one of the following conversion goal types from the Event Type drop-down menu:

       •   Lead Field
       •   Opportunity Field
       •   Account Field

       •   Form Fill
       •   Pipeline Stage
            Change
  5. Select the desired field type, form, or pipeline from their respective drop-down menus.
  6. Enter additional information, if necessary.
  7. Click Create.
  
Click to enlarge.


Editing Conversion Goals

You can edit created conversion goals as necessary. 

To edit conversion goals, do the following:

  1. Click Marketing > Reports > Conversion Goals in SharpSpring's top toolbar.
  2. Hover over a previously created conversion goal.
  3. Click  12pencil.png  Edit.
  4. Edit the conversion goal as desired.
  5. Click Save.
  
Click to enlarge.


Deactivating Conversion Goals

If you do not want a created conversion goal to trigger, you can deactivate it. Deactivated conversion goals are not tracked and will not create events, even if they are part of active workflows or are manually set to complete.

Conversion goals cannot be deleted, however. They can only be deactivated and stored in folders for future reactivation.

To deactivate conversion goals, do the following:

  1. Click Marketing > Reports > Conversion Goals in SharpSpring's top toolbar.
  2. Hover over an active conversion goal.
  3. Click  12more.png  Options > Deactivate.
  4. Click Deactivate in the modal window that appears.
  
Click to enlarge.
By default, the Conversion Goals page is set to display both active and inactive goals. You can select to display the desired goal activity from the Active and Inactive drop-down menu.
     


Activating Conversion Goals

You can activate previously deactivated conversion goals.

To reactivate conversion goals, do the following:

  1. Click Marketing > Reports > Conversion Goals in SharpSpring's top toolbar.
  2. Hover over an inactive conversion goal.
  3. Click  12more.png  Options > Activate.
  
Click to enlarge.
By default, the Conversion Goals page is set to display both active and inactive goals. You can select to display the desired goal activity from the Active and Inactive drop-down menu.
     


Creating Folders

Folders are the main way of housing like goals together. These could be goals of a similar type, or goals that deal with different parts of a campaign.

To create a folder, do the following:

  1. Click Marketing > Reports > Conversion Goals in SharpSpring's top toolbar.
  2. Click Create Folder.
  3. Enter a name for the folder in the text field.
  4. Do either of the following:

       •   Press the Enter key
       •   Click outside the text field
  
Click to enlarge.


Renaming Folders

Folders can be renamed as necessary.

To rename a folder, do the following:

  1. Click Marketing > Reports > Conversion Goals in SharpSpring's top toolbar.
  2. Hover over a previously created folder.
  3. Click  12pencil.png  Edit.
  4. Enter a new name for the folder in the text field.
  5. Do either of the following:

       •   Press the Enter key
       •   Click outside the text field
  
Click to enlarge.


Deleting Folders

You can delete folders that you no longer need.

To delete folders, do the following:

  1. Click Marketing > Reports > Conversion Goals in SharpSpring's top toolbar.
  2. Hover over a previously created folder.
  3. Click  12close.png  Delete.
  4. Click Delete in the modal window that appears.
  
Click to enlarge.
Once a folder is deleted, the contents of the deleted folder will be moved to the Most Recent collection.
     


Moving Goals to Folders

You can move goals from one folder to another. This can help with your collection or archival purposes.

To move goals between folders, do the following:

  1. Click Marketing > Reports > Conversion Goals in SharpSpring's top toolbar.
  2. Hover over a previously created conversion goal.
  3. Click  12more.png  Options > Move to folder.
  4. Select the desired folder.
  
Click to enlarge.


Manually Completing Conversion Goals

You can manually trigger conversion events. These events will show in a contact's Life of the Lead.

To manually trigger a conversion event, do the following:

  1. Ensure that you have created a conversion goal.
  2. Click Contacts > Contacts in SharpSpring's top toolbar.
  3. Click the name of the desired contact.
  4. Click the Custom Fields tab.
  5. Locate the desired conversion goal field.
  6. Enter the required information to satisfy the desired conversion goal's criteria.
  7. Click Save.
   Click to enlarge.


Creating Conversion Automation

As they are custom fields, conversion goals can be set as a trigger in a visual workflow or an opportunity workflow. This will allow for conversion events to automatically trigger when specific conditions are met. These events will show in a contact's Life of the Lead.

To create automation with conversion goal triggers, do the following:

  1. Click Marketing > Automation > Visual Workflows in SharpSpring's top toolbar.
  2. Create or edit a visual workflow or an opportunity workflow.
  3. Click + Add Trigger under Start.
  4. Select the desired custom field trigger.
  5. Set trigger parameters as necessary.
  6. Click OK.
  7. Complete the visual workflow as desired.
   Click to enlarge.


Viewing Life of the Lead Entries

Conversion events will display as individual entries in a contact's Life of the Lead. The entry will display the particular sort of conversion goal, as well as the date of the entry.

To view a conversion event in a contact's Life of the Lead, do the following:

  1. Click Contacts > Contacts in SharpSpring's top toolbar.
  2. Click the name of the desired lead.
  3. Click the Life of the Lead tab.
  4. Locate the  flag.png  Conversion Goal entry.
   Click to enlarge.


Using Conversion Goals in Custom Reports

You can display conversion goal information in custom reports through the Conversion Funnel widget. Conversion funnels allow you to track conversion goals, which enhances your custom report to show which goals are driving sales. This, in turn, can help you to better understand your marketing materials' impact.

Refer to Creating Campaign Attribution Reports for more information on conversion funnels and reports.

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