A goal is what your team measures itself by, such as the share of new sign-ups who make a first transaction, trials that become paid, or revenue per email. It’s measured from your own events. Add a target, such as At least 18% each month, and Kirora shows whether the goal is on track and the pace to reach it.
Available on Starter and above. On Free, a new goal shows what Starter adds and can’t be saved. See Plans and billing for how many goals each workspace can have.
Goals and conversion goals
A goal is different from a conversion goal:
| Aspect | Goal | Conversion goal |
|---|---|---|
| Measures | An outcome across the whole workspace, whatever brought it about | The event that follows one campaign’s or journey’s messages |
| Set on | The Goals page | A campaign or journey |
| Shows | A result against a target, with the campaigns and journeys credited along the way | Conversions and revenue credited to that campaign or journey |
See Campaign results and Journey results for conversion goals.
How a goal is built
- Key events tell Kirora which of your events mean a sign-up, a transaction or a cancellation. Common goals read them. See Set your key events.
- The measure says what to count: an event, the contacts who do it, an amount, a conversion from one event to another, or an email result. See Create a goal.
- A target, optional, is a number to reach or stay within, judged each period. See Add a target.
- Progress shows the result so far, the pace to the target, and which campaigns and journeys are credited. See Follow a goal’s progress.
Where to find goals
Choose Goals under Insights in the main menu. The page lists your active goals with their status, and keeps retired ones under Retired.
Notifications
Kirora tells a goal’s owner when a period reaches or misses its target, or falls off track once a quarter of it has passed, each at most once a period. If the goal has no owner, its owner has left, or the owner’s role can’t see the goal’s figures, the admins and the owner are told instead. They arrive in the bell and by email, unless the person turns that email off in their notification settings.
What goals don’t do
- Opens are never a measure: Apple Mail, Gmail and mail scanners open many emails automatically, so clicks, conversions and transactions say more.
- Goals are set in the dashboard. There’s no goals API or webhook.
- Amounts in other currencies are counted apart, never converted.