Intercom makes it easy to measure the effectiveness of your messages with our goals, A/B testing and control group features. First, let’s look at goals.


Every message you send has a goal. But open and click rates will only tell you so much. Goals are the true measure of a how message is performing. When creating an ongoing message, you can set a goal to measure its effectiveness. You can see each user that matched the goal after receiving the message.

To add a goal to an ongoing message, choose it from the dropdown under 'Set your goal'. Next, choose the result you want to measure. In the below example we set our goal as 'Web sessions is increased'. Each user who gets this message, who then comes back to the app, will contribute to this goal's total.

You should also set a limit on how long your customers' actions should be counted towards the goal. For this example, we'd like all customers who have additional web sessions within 3 days of receiving the message to be counted. 

Pro tip: With a longer time limit you'll see a higher percentage of recipients hit the goal, but it's also more likely their actions have been impacted by other factors, including your other messages.

You can set a goal using any piece of data in Intercom, whether it's an event or a user attribute; it can be any desired outcome for the message. For example, your goal could be to see users upgrade to your pro plan, to increase their iOS sessions, to send more messages, or to upload an avatar.

Once the message is live, you can track your goals performance on the message stats bar.

How are goals calculated?

Goals are calculated based on the number of messages sent. 

You can easily filter your goal by after the number of messages sent, opened or clicked:

Pro tip: You can of course add goals to one-off messages too. 👌

What's next?

💡 Tip

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