Learn how to use the Goal Event action in GHL Customer Care workflows to automate responses to key actions like link clicks, payments, or appointments.
6 min read1,388 words11 explained imagesUpdated Wed, 8 Jul at 10:22 AM
Assistants need to reach this page over the internet. While it is only running on your machine, these two buttons will not be able to load it.
Each image has a one line explanation. Switch to full detail for the step it belongs to, the fields and buttons involved, examples and the whole procedure.
The Goal Event Workflow Action allows you to track specific milestones or behavioral actions that your contacts take, such as clicking a link, submitting a form, confirming an appointment, making a payment, or a member of your team replying to the contact. When a contact meets your defined goal, the system can automatically adjust their path in the workflow, making your automations more intelligent and responsive.
By using Goal Events, you can streamline complex workflows, eliminate redundant triggers, and enhance customer journey personalization within GHL Customer Care.
What is the Goal Event Workflow Action?
Goal Events enable you to set specific objectives within your workflow that automatically guide contacts toward desired outcomes. When a contact meets the goal condition (for example, clicking a link or submitting a form), the system instantly moves them to the defined goal step, regardless of where they were in the workflow.
Goal Events serve as dynamic checkpoints in your automation. Instead of waiting for a contact to move through every step, the workflow intelligently detects when key engagement actions occur and reacts accordingly — saving time and improving accuracy in lead handling and engagement.
Key Benefits of Goal Events
Goal Events enhance workflow efficiency by allowing automations to respond dynamically to real-time contact actions. This ensures each contact receives contextually relevant communication and experiences a smooth, personalized journey.
Automation Efficiency: Automatically skip steps or end workflows when a goal is achieved.
Improved Engagement: React instantly when a contact clicks, opens, or performs a desired action.
Simplified Logic: Replace multiple triggers and “If/Else” branches with a single, smart event.
Enhanced Tracking: Monitor email events, link clicks, tags, appointments, payments, and more.
Customizable Actions: Define exactly what happens when the goal is met—or not met.
Supported Goal Event Types
Each goal type reflects a specific contact behavior or milestone. Selecting the correct goal ensures your workflow reacts to meaningful actions and aligns automation with your business processes.
Form Submitted
Allows workflows to react to one or more form submissions.
Highlights:
Multi-select dropdown for multiple forms.
Goal achieved when a contact submits any selected form.
Example Use Case:
An agency wants to send follow-ups when a user fills out any lead form. The workflow uses “Wait until Form Submitted” with selected forms to centralize form responses.
Form Submitted (image 1 of 11)What this shows An agency wants to send follow-ups when a user fills out any lead form.What this showsIllustrates the "Form Submitted" section of "Workflow Action - Goal Event".This screenshot appears in the "Form Submitted" section of "Workflow Action - Goal Event". The text alongside this image reads: An agency wants to send follow-ups when a user fills out any lead form. The workflow uses “Wait until Form Submitted” with selected forms to centralize form responses. Immediately after, the guide continues: Triggers workflow actions based on payment events.Image 1 of 11What this coversAn agency wants to send follow-ups when a user fills out any lead form. The workflow uses “Wait until Form Submitted” with selected forms to centralize form responses.Next stepTriggers workflow actions based on payment events.All 2 steps in this procedure
Multi-select dropdown for multiple forms.
Goal achieved when a contact submits any selected form.
Payment Received
Triggers workflow actions based on payment events.
Highlights:
Available under “Select Type of Goal → Payment Received.”
Can filter by success or failure status and by product.
Example Use Cases:
Start onboarding after the first payment.
Send a “Thank You” email for successful transactions.
Trigger reminders for failed or overdue payments.
Payment Received (image 2 of 11)What this shows Start onboarding after the first payment.What this showsIllustrates the "Payment Received" section of "Workflow Action - Goal Event".This screenshot appears in the "Payment Received" section of "Workflow Action - Goal Event". The text alongside this image reads: Start onboarding after the first payment. Send a “Thank You” email for successful transactions. Trigger reminders for failed or overdue payments. This part of the guide covers 1 field, listed below. Immediately after, the guide continues: Completes the goal when a contact has an invoice marked Paid or Partially Paid. Highlights: - Choose whether the goal should match any invoice for the contact or only the invoice tied to a selected Send Invoice action (if available)….Image 2 of 11What this coversStart onboarding after the first payment. Send a “Thank You” email for successful transactions. Trigger reminders for failed or overdue payments.
Fields in this part of the guideAvailable under “Select Type of Goal → Payment Received.”
Next stepCompletes the goal when a contact has an invoice marked Paid or Partially Paid. Highlights: - Choose whether the goal should match any invoice for the contact or only the invoice tied to a selected Send Invoice action (if available). Example Use Case: After a “Send Invoice” action, move the contact to “Send receipt + next steps” when the invoice becomes Paid or Partially Paid.All 2 steps in this procedure
Available under “Select Type of Goal → Payment Received.”
Can filter by success or failure status and by product.
Invoice Paid
Completes the goal when a contact has an invoice marked Paid or Partially Paid. Highlights: - Choose whether the goal should match any invoice for the contact or only the invoice tied to a selected Send Invoice action (if available). Example Use Case: After a “Send Invoice” action, move the contact to “Send receipt + next steps” when the invoice becomes Paid or Partially Paid.
Invoice Paid (image 3 of 11)What this shows Completes the goal when a contact has an invoice marked Paid or Partially Paid.What this showsIllustrates the "Invoice Paid" section of "Workflow Action - Goal Event".This screenshot appears in the "Invoice Paid" section of "Workflow Action - Goal Event". The text alongside this image reads: Completes the goal when a contact has an invoice marked Paid or Partially Paid. Highlights: - Choose whether the goal should match any invoice for the contact or only the invoice tied to a selected Send Invoice action (if available). Example Use Case: After a “Send Invoice” action, move the…. Immediately after, the guide continues: Tracks lifecycle events on proposals and contracts such as Viewed, Signed, Declined, or Completed.Image 3 of 11What to chooseCompletes the goal when a contact has an invoice marked Paid or Partially Paid. Highlights: - Choose whether the goal should match any invoice for the contact or only the invoice tied to a selected Send Invoice action (if available). Example Use Case: After a “Send Invoice” action, move the contact to “Send receipt + next steps” when the invoice becomes Paid or Partially Paid.Next stepTracks lifecycle events on proposals and contracts such as Viewed, Signed, Declined, or Completed.
Document Status
Tracks lifecycle events on proposals and contracts such as Viewed, Signed, Declined, or Completed.
Example Use Cases:
Send reminders if a document was viewed but not signed within 24 hours.
Initiate onboarding once a contract is marked “Completed.”
Trigger a follow-up when a document is declined.
Document Status (image 4 of 11)What this shows Send reminders if a document was viewed but not signed within 24 hours.What this showsIllustrates the "Document Status" section of "Workflow Action - Goal Event".This screenshot appears in the "Document Status" section of "Workflow Action - Goal Event". The text alongside this image reads: Send reminders if a document was viewed but not signed within 24 hours. Initiate onboarding once a contract is marked “Completed.” Trigger a follow-up when a document is declined. This part of the guide covers 1 field, listed below. Immediately after, the guide continues: Detects when a contact interacts with an email — such as opening, clicking, or unsubscribing.Image 4 of 11What this coversSend reminders if a document was viewed but not signed within 24 hours. Initiate onboarding once a contract is marked “Completed.” Trigger a follow-up when a document is declined.
Fields in this part of the guideInitiate onboarding once a contract is marked “Completed.”
Next stepDetects when a contact interacts with an email — such as opening, clicking, or unsubscribing.All 3 steps in this procedure
Send reminders if a document was viewed but not signed within 24 hours.
Initiate onboarding once a contract is marked “Completed.”
Trigger a follow-up when a document is declined.
Email Events
Detects when a contact interacts with an email — such as opening, clicking, or unsubscribing.
Examples of Supported Events:
Opened
Clicked
Unsubscribed (Mailgun only)
Complained
Marked as Spam
Example Use Cases:
Trigger a follow-up workflow when a contact opens or clicks a campaign email.
Move a contact to a “Re-engagement” sequence after they unsubscribe.
Send targeted drip emails based on engagement level.
Clicked a Trigger Link
Tracks when a contact clicks a specific tracked link within your messages.
Example Use Cases:
Start a nurture sequence when a contact clicks a product or demo link.
Segment users by interests based on which content link they click.
Initiate a follow-up email when a lead clicks an event registration link.
Review Request Clicked
Completes the goal when a contact clicks a review request link. Highlights:
Match clicks across any channel, or filter by one or more channels. Optionally narrow the goal to a specific review link (for example, an override review link). Example Use Case:
Send a review request via SMS. When the contact clicks the review link, move them to “Thanks + referral ask.”
Review Request Clicked (image 5 of 11)What this shows Send a review request via SMS.What this showsIllustrates the "Review Request Clicked" section of "Workflow Action - Goal Event".This screenshot appears in the "Review Request Clicked" section of "Workflow Action - Goal Event". The text alongside this image reads: Send a review request via SMS. When the contact clicks the review link, move them to “Thanks + referral ask.”. Immediately after, the guide continues: Reacts when specific tags are added to or removed from a contact record.Image 5 of 11What this coversSend a review request via SMS. When the contact clicks the review link, move them to “Thanks + referral ask.”Next stepReacts when specific tags are added to or removed from a contact record.
Contact Tag Added or Removed
Reacts when specific tags are added to or removed from a contact record.
Example Use Cases:
Move contacts to a new stage when the tag “Product Purchased” is added.
Stop a nurture workflow when “Customer” tag is added.
Trigger retention campaigns when “Unsubscribed” tag is removed.
Appointment Status
Monitors when a contact’s appointment changes to a specific status such as New, Confirmed, or Showed.
Example Use Cases:
Continue onboarding after a consultation appointment is confirmed.
Send post-appointment surveys when the status updates to “Showed.”
Trigger reminders or rescheduling flows for “No-show” appointments.
User Replied
Completes the goal when a member of your team replies to the contact. The goal is met when the message is delivered, not the moment it is sent.
Highlights:
Optionally narrow the goal to a specific user, such as the contact's assigned user, and to one or more channels.
Most often used to stop an automated sequence as soon as a person replies.
Example Use Cases:
Stop a nurture or drip sequence the moment a rep personally replies, so the contact does not receive automated and manual messages at the same time.
Move a contact to a "Handled by a person" path once a team member responds.
User Replied (image 6 of 11)What this shows Stop a nurture or drip sequence the moment a rep personally replies, so the contact does not receive automated and manual messages at the same time.What this showsIllustrates the "User Replied" section of "Workflow Action - Goal Event".This screenshot appears in the "User Replied" section of "Workflow Action - Goal Event". The text alongside this image reads: Stop a nurture or drip sequence the moment a rep personally replies, so the contact does not receive automated and manual messages at the same time. Move a contact to a "Handled by a person" path once a team member responds. Immediately after, the guide continues: Setting up a Goal Event ensures your workflow automatically reacts to important customer actions. Correct setup guarantees that automation flows seamlessly without manual intervention.Image 6 of 11What this coversStop a nurture or drip sequence the moment a rep personally replies, so the contact does not receive automated and manual messages at the same time. Move a contact to a "Handled by a person" path once a team member responds.Next stepSetting up a Goal Event ensures your workflow automatically reacts to important customer actions. Correct setup guarantees that automation flows seamlessly without manual intervention.All 2 steps in this procedure
Optionally narrow the goal to a specific user, such as the contact's assigned user, and to one or more channels.
Most often used to stop an automated sequence as soon as a person replies.
How to Set Up the Goal Event Action
Setting up a Goal Event ensures your workflow automatically reacts to important customer actions. Correct setup guarantees that automation flows seamlessly without manual intervention.
Step 1: Navigate to Workflow Builder
Go to Automation → Workflows.
Click + Create Workflow.
Choose Start from Scratch (or open an existing workflow).
Step 1: Navigate to Workflow Builder (image 7 of 11)What this shows Go to Automation → Workflows.What this showsIllustrates the "Step 1: Navigate to Workflow Builder" section of "Workflow Action - Goal Event".This screenshot appears in the "Step 1: Navigate to Workflow Builder" section of "Workflow Action - Goal Event". The text alongside this image reads: Go to Automation → Workflows. Click + Create Workflow. Choose Start from Scratch (or open an existing workflow). Immediately after, the guide continues: Click the + button to add a new action. Under Internal, select Goal Event.Image 7 of 11Where to goGo to Automation → Workflows. Click + Create Workflow. Choose Start from Scratch (or open an existing workflow).
Buttons and menus referencedAutomation → Workflows+ Create WorkflowStart from Scratch
Next stepClick the + button to add a new action. Under Internal, select Goal Event.All 3 steps in this procedure
Go to Automation → Workflows.
Click + Create Workflow.
Choose Start from Scratch (or open an existing workflow).
Step 2: Add the Goal Event Action
Click the + button to add a new action.
Under Internal, select Goal Event.
Step 2: Add the Goal Event Action (image 8 of 11)What this shows Click the + button to add a new action.What this showsIllustrates the "Step 2: Add the Goal Event Action" section of "Workflow Action - Goal Event".This screenshot appears in the "Step 2: Add the Goal Event Action" section of "Workflow Action - Goal Event". The text alongside this image reads: Click the + button to add a new action. Under Internal, select Goal Event. Immediately after, the guide continues: Enter a descriptive Action Name (e.g., “Lead Conversion Goal”). From Select Type of Goal, choose one of the supported goal types (Email, Trigger Link, Tag, Appointment, etc.). Define the specific event criteria (e.g., clicked a specific….Image 8 of 11What to chooseClick the + button to add a new action. Under Internal, select Goal Event.
Buttons and menus referenced+InternalGoal Event
Next stepEnter a descriptive Action Name (e.g., “Lead Conversion Goal”). From Select Type of Goal, choose one of the supported goal types (Email, Trigger Link, Tag, Appointment, etc.). Define the specific event criteria (e.g., clicked a specific trigger link, form submitted, or appointment confirmed).All 2 steps in this procedure
Click the + button to add a new action.
Under Internal, select Goal Event.
Step 3: Configure the Goal Event
Enter a descriptive Action Name (e.g., “Lead Conversion Goal”).
From Select Type of Goal, choose one of the supported goal types (Email, Trigger Link, Tag, Appointment, etc.).
Define the specific event criteria (e.g., clicked a specific trigger link, form submitted, or appointment confirmed).
Step 3: Configure the Goal Event (image 9 of 11)What this shows Enter a descriptive Action Name (e.g., “Lead Conversion Goal”).What this showsIllustrates the "Step 3: Configure the Goal Event" section of "Workflow Action - Goal Event".This screenshot appears in the "Step 3: Configure the Goal Event" section of "Workflow Action - Goal Event". The text alongside this image reads: Enter a descriptive Action Name (e.g., “Lead Conversion Goal”). From Select Type of Goal, choose one of the supported goal types (Email, Trigger Link, Tag, Appointment, etc.). Define the specific event criteria (e.g., clicked a specific trigger link, form submitted, or appointment confirmed). Immediately after, the guide continues: Under If Contact Reaches This Goal Without Meeting Conditions, select one: Click Save Action to apply.Image 9 of 11What to fill inEnter a descriptive Action Name (e.g., “Lead Conversion Goal”). From Select Type of Goal, choose one of the supported goal types (Email, Trigger Link, Tag, Appointment, etc.). Define the specific event criteria (e.g., clicked a specific trigger link, form submitted, or appointment confirmed).
Buttons and menus referencedAction NameSelect Type of Goal
Next stepUnder If Contact Reaches This Goal Without Meeting Conditions, select one: Click Save Action to apply.All 3 steps in this procedure
Enter a descriptive Action Name (e.g., “Lead Conversion Goal”).
From Select Type of Goal, choose one of the supported goal types (Email, Trigger Link, Tag, Appointment, etc.).
Define the specific event criteria (e.g., clicked a specific trigger link, form submitted, or appointment confirmed).
Step 3: Configure the Goal Event (image 10 of 11)What this shows Enter a descriptive Action Name (e.g., “Lead Conversion Goal”).What this showsIllustrates the "Step 3: Configure the Goal Event" section of "Workflow Action - Goal Event".This screenshot appears in the "Step 3: Configure the Goal Event" section of "Workflow Action - Goal Event". The text alongside this image reads: Enter a descriptive Action Name (e.g., “Lead Conversion Goal”). From Select Type of Goal, choose one of the supported goal types (Email, Trigger Link, Tag, Appointment, etc.). Define the specific event criteria (e.g., clicked a specific trigger link, form submitted, or appointment confirmed). Immediately after, the guide continues: Under If Contact Reaches This Goal Without Meeting Conditions, select one: Click Save Action to apply.Image 10 of 11What to fill inEnter a descriptive Action Name (e.g., “Lead Conversion Goal”). From Select Type of Goal, choose one of the supported goal types (Email, Trigger Link, Tag, Appointment, etc.). Define the specific event criteria (e.g., clicked a specific trigger link, form submitted, or appointment confirmed).
Buttons and menus referencedAction NameSelect Type of Goal
Next stepUnder If Contact Reaches This Goal Without Meeting Conditions, select one: Click Save Action to apply.All 3 steps in this procedure
Enter a descriptive Action Name (e.g., “Lead Conversion Goal”).
From Select Type of Goal, choose one of the supported goal types (Email, Trigger Link, Tag, Appointment, etc.).
Define the specific event criteria (e.g., clicked a specific trigger link, form submitted, or appointment confirmed).
Step 4: Choose Workflow Behavior
Under If Contact Reaches This Goal Without Meeting Conditions, select one:
End this workflow
Continue anyway
Wait until the goal is met
Click Save Action to apply.
Step 4: Choose Workflow Behavior (image 11 of 11)What this shows Under If Contact Reaches This Goal Without Meeting Conditions, select one: Click Save Action to apply.What this showsIllustrates the "Step 4: Choose Workflow Behavior" section of "Workflow Action - Goal Event".This screenshot appears in the "Step 4: Choose Workflow Behavior" section of "Workflow Action - Goal Event". The text alongside this image reads: Under If Contact Reaches This Goal Without Meeting Conditions, select one: Click Save Action to apply. This part of the guide covers 3 fields, listed below. Immediately after, the guide continues: Click Publish in the upper right corner to activate the workflow. GHL Customer Care will now automatically listen for contacts that meet your goal event criteria.Image 11 of 11What to chooseUnder If Contact Reaches This Goal Without Meeting Conditions, select one: Click Save Action to apply.
Fields in this part of the guideEnd this workflowContinue anywayWait until the goal is met
Buttons and menus referencedEnd this workflowContinue anywayWait until the goal is metSave Action
Next stepClick Publish in the upper right corner to activate the workflow. GHL Customer Care will now automatically listen for contacts that meet your goal event criteria.All 2 steps in this procedure
Under If Contact Reaches This Goal Without Meeting Conditions, select one:
Click Save Action to apply.
Step 5: Publish the Workflow
Click Publish in the upper right corner to activate the workflow.
GHL Customer Care will now automatically listen for contacts that meet your goal event criteria.
Frequently Asked Questions
Q: Can one email event meet multiple Goal Events?
Yes, a single event (like opening an email) can trigger multiple goals if the workflows are configured that way.
Q: Will the Goal Event trigger outside business hours?
Yes. The system monitors events continuously, so contacts meeting the goal will trigger the event immediately.
Q: Can a contact meet the same goal event multiple times?
No, once a contact meets a specific Goal Event, they won’t be evaluated for it again within that workflow.
Q: What if an appointment is rescheduled after meeting a Goal Event?
The workflow only reacts to the initial event. Later changes do not reverse progress.
Q: Can I use multiple Goal Events in one workflow?
Only one Goal Event action can be added per workflow. You may configure multiple criteria inside that one Goal Event, but you cannot add more than one Goal Event action in the same workflow.
Q: Can I select multiple forms, products, or outbound communications in the goal configuration?
Yes, you can select multiple forms, products, or outbound communications in the goal configuration. They are evaluated using OR logic, meaning the goal will be achieved if any one of the selected items matches.
Q: Can I stop a workflow when a member of my team replies?
Yes. Add a Goal Event and choose the User Replied goal type. When a user replies to the contact, the contact jumps to the goal, which you can use to end the workflow or skip the remaining steps.
Frequently asked questions
What is the Goal Event Workflow Action?
Goal Events enable you to set specific objectives within your workflow that automatically guide contacts toward desired outcomes. When a contact meets the goal condition (for example, clicking a link or submitting a form), the system instantly moves them to the defined goal step, regardless of where they were in the workflow. Goal Events serve as dynamic checkpoints in your automation. Instead of waiting for a contact to move through every step, the workflow intelligently detects when key engagement actions occur and reacts accordingly — saving time and improving accuracy in lead handling and engagement.
