Introduction to Benchmarks

Benchmarks are a core component of Groundhogg. They serve as the starting points or triggers within your funnels, enabling you to automate workflows based on specific actions or events. Whether a contact fills out a form, clicks a link, or completes a purchase, Benchmarks allow you to respond dynamically to their behavior. This article will explain what Benchmarks are, how they work, and how you can use them to enhance your marketing automation strategy.

What Are Benchmarks?

How Benchmarks Work

1. Triggering Events: Each Benchmark is tied to a specific event, such as a form submission, a link click, or a new order. When a contact performs the associated action, the Benchmark is "completed."
2. Funnel Entry or Progression: A Benchmark can either start a funnel (if it’s the first step) or move a contact to a later stage in an existing funnel. For example, if a contact is waiting at a delay timer but then completes a Benchmark like clicking a link, they’ll skip ahead to the next Action tied to that Benchmark.
3. Conditions: Many Benchmarks allow you to set conditions to refine when they trigger. For instance, a "New Order" Benchmark might only activate for orders above a certain amount or containing specific products.
4. Tracking: Benchmarks can be configured to track conversions, providing valuable data for your funnel performance reports.

Common Examples of Benchmarks

• Web Form: Triggers when a contact submits a form created within Groundhogg. You can customize the form fields and embed it on your site using a shortcode, iframe, or link.
• Link Click: Activates when a contact clicks a specific link in an email or on a page. You can set a redirect URL and use this to track engagement or move contacts through a funnel.
• New Order: Starts or advances a funnel when a contact places an order (available with e-commerce integrations like WooCommerce). You can filter by product, order value, or payment gateway.
• Tag Applied: Triggers when a specific tag is added to a contact, allowing you to segment and automate based on their interests or status.
• Page Visited: Runs when a contact visits a designated page on your site (requires the Advanced Features extension). This is great for tracking interest in specific content or offers.

• Multiple Entry Points: By enabling the "Allow contacts to enter the funnel at this step" option on a Benchmark, contacts can jump into a funnel at that point, even if they weren’t previously in it.
• Adjacent Benchmarks: Placing multiple Benchmarks side-by-side acts as an "OR" condition. If a contact completes any one of them, they’ll proceed to the next Action.
• Conversion Tracking: Enable this setting to monitor how many contacts complete a Benchmark, feeding into your funnel’s performance metrics.
• Customization: Many Benchmarks let you fine-tune their settings, such as specifying categories, tags, or values, ensuring they only trigger under the right circumstances.
• Pass-through: When a Benchmark is placed within a funnel (as an inner Benchmark), you can configure it to let contacts proceed through it, even if they don’t meet the specified conditions.

1. Lead Capture: Use the "Web Form" Benchmark to start a funnel when someone signs up for your newsletter, then follow up with a welcome email series.
2. Engagement Tracking: Add a "Link Click" Benchmark to an email campaign to identify highly engaged contacts and offer them a special discount.
3. E-commerce Automation: Set up a "New Order" Benchmark to thank customers for their purchase and suggest complementary products.
4. Re-Engagement: Use a "Page Visited" Benchmark to detect when a contact revisits your pricing page, triggering a personalized follow-up.

• Start Simple: Begin with a single Benchmark and a few Actions to get comfortable with how funnels flow, then expand as needed.
• Test Your Triggers: After setting up a Benchmark, test it (e.g., submit a form or click a link) to ensure it works as expected.
• Combine with Actions: Pair Benchmarks with Actions like "Send Email" or "Apply Tag" to create meaningful automation sequences.
• Monitor Performance: Use Groundhogg’s reporting tools to see how many contacts are completing your Benchmarks and adjust your strategy accordingly.

Conclusion