# Create a goal

Source: https://kirora.io/docs/guides/goals/create-a-goal

Start from a common goal or from scratch, choose what to measure and who counts, and set a target of at least or at most a number.

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](https://kirora.io/docs/guides/goals/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](#choose-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](https://kirora.io/docs/guides/goals/how-goals-work#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](https://kirora.io/docs/guides/kiro-ai/what-kiro-ai-can-do).