Create a goal from the Goals page: choose New goal, then start from a common goal or from scratch. Either way, you choose your own events, and you can add a target now or later.
Start from a common goal
Common goals are grouped by what they’re for. Each is measured from your key events, so most need nothing more than choosing which ones count.
| Group | Common goals |
|---|---|
| Win new customers | Convert new sign-ups (the share whose first purchase comes within 30 days), Convert trials (trials that become paid within the trial), Activate new users (new sign-ups who take the key action within 7 days), New customers (contacts whose first purchase falls in the period) |
| Keep customers | Repeat purchases, Win back lapsed customers, Win back cancelled subscribers, Adopt a feature |
| Revenue | Revenue, Average purchase value, Revenue per email. Offered when your transaction event carries an amount |
| Email health | Complaint rate, which needs no key events |
| More goals | Recover failed payments, Recover abandoned checkouts, Collect feedback, Refund rate, Sign-ups |
For a conversion, such as Convert trials, choose Show the result as: As a percentage or As a number of contacts.
Revenue per email divides the revenue credited to your campaigns and journeys by the marketing emails delivered, so what you send needs a conversion goal with a value.
Start from scratch
Under What to measure, choose one of these:
| Measure | What it counts | Example |
|---|---|---|
| Times an event happens | Every event, even several from one contact | Lessons attended this month |
| Contacts who do an event | Each contact once in a period | Customers who logged in this quarter |
| A total or an average | An amount the event carries, such as revenue, shown as the total, an average per event or an average per contact who did it | Average transaction value |
| Contacts who do one event, then another | Contacts who do the second event within a window of 1 to 90 days, shown as a percentage or a number of contacts | Opening an account, then making a first transaction |
| Contacts in a segment who then do an event | Contacts in a segment who do the event in each period. The segment’s conditions are copied in, as under Who counts | Dormant accounts that make a transaction within 30 days |
| One event compared with another | The first figure divided by the second, as a percentage, which can pass 100% | Refunds per payment |
| Email results | Unsubscribe rate, Complaint rate, Bounce rate, Conversions per email or Revenue per email | Complaints per marketing email sent |
Narrow the events
- Add event counts any of up to five events that mean the same outcome, such as Order Completed or Subscription Started. Property filters apply to each of them.
- Only a contact’s first or Only after a contact’s first counts a first purchase, or only repeat ones.
- Add property filter adds up to five property checks, such as a plan name or a country.
- For one event then another, Match the two events by a property links them, such as the same application ID on both.
A goal adds up amounts in one currency; other currencies are counted apart, never converted.
Choose who counts
Under Who counts, keep Everyone, or count only A segment or Contacts matching rules, such as revenue from VIP customers. Contacts are matched on their details today, not as they were when the event happened. A segment’s conditions are copied into the goal, so editing the segment later doesn’t change it.
As you fill in the form, a Measures: sentence sums up what the goal counts.
Name it
Name the goal and, optionally, add a description of why it matters and an Owner, the person accountable for it, who gets its notifications. For a goal started from scratch, choose What kind of goal is this, such as Trial conversion or Win back, so Kiro AI can suggest work towards it.
Add a target
A target is a number to reach or stay within, judged each period. It’s optional, but it’s what says whether a goal is on track. Without one, a goal shows its result only.
Type of target
Under Type of target, choose At least or At most. For a total you build up over the period, At most reads No more than. Both work with every period.
For example, At least 400 by the end of each month, or At most 0.1% for complaints.
Period
Then choose the Period:
| Period | How it’s judged |
|---|---|
| Between two dates | One target, judged once when it ends |
| Every week, month or quarter | Judged afresh each period, with a streak of periods in a row achieved |
| Over a rolling window | Judged every day on the previous 7 to 366 days, as you set it. It shows the goal’s health and is never final. A goal measured on a segment can’t use one |
A goal’s first recurring target can cover the current period; later ones start with the next. A target between two dates starts today or later.
Each target shows its baseline, such as Baseline: 9.0% over 1 Sept – 30 Sept 2026, so you can see where you started.
Change a goal or its target
A goal has one target in force at a time.
- Edit, from the goal’s menu, changes its name, owner or what it measures. What it measures can change until a target starts; after that, measuring something else means a new goal.
- Add target sets a new target that takes over from the current one, which ends and keeps its results.
- Change edits a target. Once it has started, only its value and end date can change.
Let Kiro AI propose one
Ask Kiro AI which goal to set, such as “What goal should we set for new sign-ups?”, and it can propose one as a card with what it Measures, Why, and a Target if you gave it a number. Choose Save goal to add it, then change its name, owner or target as you like. Kiro AI never saves a goal itself, and anyone in the workspace except a viewer can save one. Kiro AI’s Get started task proposes goals the same way. See What Kiro AI can do.