> ## Documentation Index
> Fetch the complete documentation index at: https://docs.auxia.io/llms.txt
> Use this file to discover all available pages before exploring further.

# 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:

1. **Strategic alignment** — connects journeys and treatments to a business outcome
2. **Measurement** — enables conversion tracking, uplift analysis, and ROI reporting
3. **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](/concepts/journeys) — evergreen journeys are linked to a goal
* [Analytics](/concepts/analytics) — Goal Analytics shows conversions, uplift, and goal performance

**How-to guides:** [Managing Goals](/guides/comprehensive/goals)