Campaign goal and description
Why the campaign goal and description are the most important foundation of every campaign and how to phrase them clearly.
Last reviewed: 2026-07-22
Why the campaign goal matters so much
The campaign goal is the most important foundation of every campaign. It defines what each conversation should achieve and forms the reference point for all other building blocks. The script, AI layer, knowledge and result fields all serve this goal. If the goal is unclear, it affects the entire course of the conversation.
Formulating a clear goal
Phrase the goal as concretely as possible. A good campaign goal describes:
- what should be achieved at the end of a successful conversation;
- which target group is being called;
- what the reason for the call is.
Avoid several equally ranked goals in one campaign. A single main goal leads to clearer conversations. If several concerns are needed, consider a custom campaign or several separate campaigns.
The description complements the goal
The description gives the voice agent the necessary context. Here you frame the goal and explain the background, without already dictating the full conversation text. The description helps the agent pursue the goal within the right frame.
Keep both the goal and the description concise and specific. A short, unambiguous goal is easier for the agent to follow than a long text with many exceptions.
Interaction with the other building blocks
The goal does not work on its own. The script turns it into a conversation flow, the knowledge provides facts for questions, and the result fields record whether the goal was achieved. Make sure all building blocks contribute to the same goal.
Hinweis: The voice agent may phrase things naturally and adjust the order slightly, but it does not deviate from the campaign goal and does not invent offers.