Goals
A goal is a measurable business outcome you want to achieve through personalized customer experiences. Goals are the foundation of attribution and measurement in Auxia.
What a Goal Does
Goals serve three purposes:
- Strategic alignment — connects journeys and treatments to a business outcome
- Measurement — enables conversion tracking, uplift analysis, and ROI reporting
- AI optimization — Auxia's models use the goal to select the best treatment for each user
Every evergreen journey must be linked to a goal. Without a goal, there is no way to measure whether your personalization efforts are working.
Value Events
A value event is the specific user action that counts as a goal completion. Each goal is defined by one or more value events.
| Goal | Value Event Examples |
|---|---|
| Increase purchases | purchase_complete, checkout_success |
| Boost engagement | session_start, feature_used |
| Reduce churn | subscription_renewed, return_visit |
| Drive sign-ups | registration_complete, profile_created |
By default, event counts or unique user event counts are used to measure impact against value events. If a value (e.g., purchase amount) rather than a count (e.g., number of purchases) is required for goal setting, please let your Auxia point of contact know.
Value events are configured in Configuration > Company > Goals and require admin permissions.
Attribution
When a user receives a treatment and later completes a value event, that conversion is attributed to the journey and its linked goal. Attribution uses a time window (e.g., 14 days) — if a user converts within that window after receiving a treatment, the conversion is credited.
The Hierarchy
Goal
└── Journey (linked to this Goal)
└── Treatment (contributes to Goal measurement)
└── User Action (value event → counted as conversion)
Conversions roll up from treatments → journeys → goals, enabling both granular and aggregate measurement.
Viewing Goals
Goals are visible in two places:
- Configuration > Company > Goals — manage goal definitions and value events
- Analytics > Goal Analytics — see goal performance, conversions, and uplift
Related Concepts
- Journeys — evergreen journeys are linked to a goal
- Analytics — Goal Analytics shows conversions, uplift, and goal performance
How-to guides: Managing Goals