Choose a campaign objective
The ten objectives: whether the agent reaches out or answers, what starts each one, what counts as success, and which lead sources fit.
Last reviewed November 7, 2026
Where you pick it
You pick the objective in the Create a campaign dialog, which opens from Create new on Campaigns. It cannot be changed once the campaign exists, so a campaign meant for something else needs a new campaign. The objective sets the template the campaign starts from, the setup steps it shows, the lead sources you can choose and what counts as success.
The dialog splits the ten into The agent reaches out and The agent answers. Five carry a Tracks revenue badge, and only those can have orders credited to them.
When the agent reaches out
| Objective | What starts a run | What counts as success | Lead sources |
|---|---|---|---|
| Recover abandoned checkouts | A checkout left idle for the abandonment wait, 30 minutes by default. A Custom API payment/failed event starts it at once. | An order credited to the campaign, or a hand-off | Shopify, Custom API, File upload, Klaviyo, Omnisend, NextCommerce, CheckoutChamp, Zapier, Make |
| Upsell after purchase | A paid order, once per order | The customer's next order credited to the campaign, or a hand-off | Shopify, Custom API, File upload, Klaviyo, Omnisend, NextCommerce, CheckoutChamp, Zapier, Make |
| Check in after delivery | An order marked delivered, once per order | Any reply, which counts as feedback; a credited order; or a hand-off | Shopify, Custom API, File upload, Klaviyo, Zapier, Make |
| Win back past customers | Shopify: a customer whose last order is older than 90 days by default, checked daily. Custom API: customer/lost or subscription/cancel_requested. | A credited order, a subscription/kept event, or a hand-off | Shopify, Custom API, File upload, Klaviyo, the CRMs, Zapier, Make |
| Share information | A Custom API leads/updated event | A reply saying they want it or got it, the link texted during a call, a credited order, or a hand-off | Custom API, File upload, the CRMs, Zapier, Make |
| Book appointments | A Custom API meetings/requested or leads/updated event | A meeting booked, or a hand-off | Custom API, File upload, the CRMs, Zapier, Make |
| Qualify leads | A Custom API leads/updated event | A passing answer to every required question, or a hand-off | Custom API, File upload, the CRMs, Zapier, Make |
A File upload campaign starts for the people you add by hand or from a CSV file with that campaign picked, or for leads already in ACR through Enroll from your leads on its lead source step. A CRM campaign starts when a field you set on a contact names it; see CRM lead sources. Each connector article says which events that connector sends.
When the agent answers
These three answer calls and texts to a phone number you attach to the campaign. They never contact anyone first, and their only lead source is Your phone number.
| Objective | What the agent does | What counts as success |
|---|---|---|
| Answer support questions | Answers from your brand profile's frequent questions and passes the rest to your team | The question answered, or a hand-off |
| Take refund requests | Takes the order number and the reason for your team to decide. It never approves or refuses a refund. | The request taken, or a hand-off |
| Qualify inbound leads | Asks your qualification questions, and can transfer callers who pass to your team | A passing answer to every required question, or a hand-off |
Answering calls is not switched on yet: Growth Dept has to connect each number to the voice service first. Inbound calls and texts explains what works today.
How success and revenue are counted
A run that reaches its objective's goal counts as successful, and a hand-off to your team counts for every objective. In Analytics, the Overview funnel shows these runs as Successful, and the Successful outcomes by goal card splits them into purchases, meetings booked, leads qualified, customers won back and the rest.
Orders are credited only to campaigns whose objective tracks revenue. Filter the Conversions page to a campaign of another objective and the Revenue column goes away. On those five objectives an order also ends outreach to the buyer. Booking, qualification and support conversations carry on when the person buys something.
Rules every objective shares
Every objective where the agent reaches out passes the same checks as checkout recovery before each call, text and email: consent, the suppression list, countries, quiet hours and daily call caps. Each one needs marketing consent for the channel, Check in after delivery and Share information included. Shopify records consent for texts and email only, so Shopify customers get no calls unless call consent is on record for them.
The nine objectives other than checkout recovery have been tested with simulated calls, texts and calendars. None of them has contacted a real person yet, and no campaign reaches anyone until Growth Dept switches live sending on.