Goal Based Campaigns

Learn how Goal Based campaigns track user progress toward specific targets using missions. Covers how missions work within campaigns, when to use Goal Based campaigns, and practical examples.

What are Goal Based campaigns?

Goal Based campaigns let you set targets for your users and track their progress automatically. Each campaign contains one or more missions — goals that users work toward by performing qualifying actions.

When a user performs a qualifying action, the Loyalty Engine updates their progress. When the target is reached, the mission is completed and the configured reactions fire — such as awarding points, issuing a reward, or calling a webhook.

Progress is tracked in real time and per user, so every member has their own progress against each mission.

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When to use Goal Based campaigns

Goal Based campaigns are the right choice when you want to track cumulative progress and reward users for reaching a target. Common use cases:

• Stamp cards — buy 10 coffees, get one free

• Spending milestones — spend £200 this month for a bonus reward

• Engagement challenges — complete your profile, make a purchase, and leave a review

• Onboarding journeys — guide new members through key first actions

• Seasonal challenges — complete 5 visits during December for a holiday reward

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How Goal Based campaigns work

A Goal Based campaign contains one or more missions. Each mission defines:

1. Event trigger — the event type that counts toward progress

2. Completion condition — how progress is measured: count ("make 5 purchases"), value ("spend £200"), or boolean ("leave a review")

3. Conditions (optional) — criteria that events must meet to count toward progress

4. Reactions — what happens when the mission is completed

5. Time window (optional) — a duration within which the user must complete the mission

When you add a mission you choose its structure: Individual (a single goal) or Multiple (a parent mission containing nested child missions, completed together). Missions can also carry a time window and a cooldown. Completion flows upward — nested missions complete their parent, and parent missions complete the campaign.

When an event is reported:

1. The engine checks whether it matches a mission's trigger event type.

2. If conditions are configured, it checks whether the event qualifies.

3. If the event qualifies, the user's progress is incremented.

4. If progress reaches the target, the mission is completed and reactions fire.

Multiple missions

A Goal Based campaign can contain any number of missions. Missions are displayed as a list on the campaign detail screen.

Missions grouped at the same level can run in parallel (completed in any order) or sequentially (unlocking one at a time in a set order).

See Missions for a detailed reference on mission configuration, completion conditions, progress tracking, opt-in, and time windows.

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Goal Based campaign examples

Campaign	Missions	Completion condition	Reward
Coffee stamp card	1 mission: Buy a coffee	Count: 10	Free coffee voucher
New member challenge	3 missions: Complete profile, make first purchase, leave a review	Boolean (each)	+50 bonus points for each mission
Monthly spending milestone	1 mission: Spend £200	Value: £200 (30-day window)	Exclusive reward unlocked
Holiday visit challenge	1 mission: Visit a store	Count: 5 (Dec 1–31 window)	Seasonal gift card
2026 Tasks	Multiple: 4 seasons, each with 4 nested missions	Nested → season → campaign	Reward per season, bigger reward for the year