Goals

A goal is the outcome a flow is trying to produce — the reason the experience exists. A flow can also define a fail outcome for when the goal can’t be reached.

Why goals matter

• They’re the success measure for an experience: “did this person reach the goal?”
• Reaching a goal is a natural trigger for an outbound event, so your own systems can act — for example, mark the lead as nurtured, or message the person directly.

Reaching a goal fires an event

When a flow reaches its goal, it can fire a webhook or integration action. The outbound event uses a stable, documented type — for example experience.goal.reached — in a versioned envelope. See the event types and the outbound envelope.

{
  "id": "msg_...",
  "type": "experience.goal.reached",
  "timestamp": "2026-06-18T10:00:00Z",
  "accountId": "...",
  "experienceId": "...",
  "data": { "visitorId": "...", "clientUserId": "...", "result": { } }
}

The no-PII case

Some flows never identify a person — they run entirely against an anonymous visitor. Those flows can still send a generic completion event (the envelope simply omits clientUserId). For a user-agnostic flow, the outbound event is the re-engagement mechanism: your own system decides who to contact, because it holds the identity 2mee doesn’t.

Fires once

Like every flow action, a goal-triggered event is guarded so it fires once per person — re-evaluation or a duplicate delivery won’t send it again. See retries & idempotency.

Related

• Where goals sit in the graph: flows.
• What the event looks like: outbound envelope · event types.