Section 3: Goals

Goals are the foundation of everything in Auxia Console. They define the business outcomes you want to achieve and connect all your marketing efforts to measurable results.

3.1 What is a Goal?

A Goal (also called an Objective) is a measurable business outcome you want to achieve through personalized customer experiences.

Examples of Goals

Goal	Business Outcome	Typical Value Events
Increase Purchases	Drive more transactions	purchase_complete, checkout_success
Boost Engagement	Increase app usage	session_start, feature_used, content_viewed
Reduce Churn	Retain existing users	subscription_renewed, return_visit
Drive Sign-ups	Acquire new users	registration_complete, profile_created
Increase Feature Adoption	Get users to try features	feature_activated, tutorial_completed

Why Goals Matter

Goals serve three critical purposes:

1. Strategic Alignment - Connect marketing activities to business outcomes
2. Measurement - Enable tracking of conversions, uplift, and ROI
3. AI Optimization - Help Auxia's models select the best treatments for each user

Key Insight: Without goals, you can't measure whether your personalization efforts are actually working. Goals are what make Auxia's analytics and AI recommendations possible.

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3.2 The Auxia Hierarchy

Auxia Console organizes your marketing efforts in a clear hierarchy:

Goals (Business Objectives)
   ↓
Journeys (Coordinated Campaigns)
   ↓
Treatments (Individual Messages)

How the Hierarchy Works

Level	Purpose	Example
Goal	What you want to achieve	"Increase job applications"
Journey	How you organize efforts	"New User Activation Journey"
Treatment	What users see	Push notification, in-app banner, email

The Goal-Journey Connection

• Every journey must be linked to a goal
• Evergreen journeys link to exactly one goal
• Burst journeys can link to multiple goals
• This connection enables goal-level analytics and attribution

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3.3 Value Events

Value Events are the specific user actions that indicate progress toward a goal. They're the "success metrics" that define when a goal is achieved.

Understanding Value Events

Component	Description	Example
Event Name	The action being tracked	purchase_complete
Event Value	Optional monetary value	$49.99 (purchase amount)
Attribution	How credit is assigned	7-day attribution window

Common Value Event Types

Transaction Events:

• purchase_complete - User made a purchase
• checkout_success - User completed checkout
• subscription_started - User subscribed

Engagement Events:

• session_start - User opened the app
• feature_used - User engaged with a feature
• content_viewed - User viewed content

Conversion Events:

• registration_complete - User signed up
• profile_completed - User filled out profile
• trial_started - User began a trial

Where Value Events are Configured

Value Events are managed in Configuration > Company > Value Events.

Note: Value Events configuration requires admin permissions. If you need a new event tracked, contact your admin.

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3.4 Goal Portfolio

The Goal Portfolio shows all goals configured for your company.

Accessing the Goal Portfolio

Navigate to: Configuration > Company > Goals

Goal Portfolio Columns

Column	Description
Name	Goal name (e.g., "Increase Purchases")
Linked Journeys	Journeys working toward this goal
Status	Active or Inactive
Value Events	Events that measure goal success
Last Updated	When the goal was last modified

Goal Details

Click any goal to view:

• Full description
• Linked value events and their weights
• Associated journeys (Evergreen and Burst)
• Performance summary

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3.5 Goal Configuration

Goals are configured at the company level, typically by admins.

Who Can Configure Goals

Permission	Capability
View Goals	See goal portfolio and details
Create Goals	Add new goals
Edit Goals	Modify existing goals
Admin	Full goal management

Creating a Goal (Admin Reference)

Goal creation involves three steps:

Step 1: Configuration

• Goal name and description

Step 2: Success Definition

• Select value events that indicate success
• Assign weights to each event (if multiple)

Step 3: Review

• Confirm settings before creation

Goal Properties

Property	Description	Required
Name	Descriptive goal name	Yes
Description	What success looks like	Recommended
Value Events	Success metrics	Yes
Event Weights	Relative importance of each event	If multiple events

For Marketers: You typically won't create goals yourself. Check with your admin to see what goals are available, or request new ones if needed.

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3.6 Goals in Analytics

Goals are central to Auxia Console's analytics capabilities.

Goal Analytics

Navigate to: Analytics > Goal Analytics

Key Metrics:

Metric	Definition
Conversions	Total goal completions
Treatment Rate	Conversion rate for users who saw treatments
Control Rate	Conversion rate for control group
Uplift	Incremental impact of your treatments

Understanding Uplift

Uplift measures the incremental impact of your personalization efforts:

Uplift = (Treatment Rate - Control Rate) / Control Rate × 100%

Example:

• Treatment Rate: 5% (users who saw your treatments)
• Control Rate: 4% (users who didn't)
• Uplift: (5% - 4%) / 4% = 25% uplift

This means your treatments drove 25% more conversions than would have happened naturally.

Home Dashboard Goal KPIs

The Home Dashboard displays Goal KPIs at the top:

• One card per active goal
• Shows conversion rate and trend
• Click to drill into Goal Analytics

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3.7 Best Practices

Defining Effective Goals

Do:

• Use clear, measurable outcomes
• Align goals with business KPIs
• Define specific success events
• Review goals quarterly

Don't:

• Create too many overlapping goals
• Use vague outcomes ("improve experience")
• Forget to link journeys to goals
• Ignore goal analytics

Goal Naming Conventions

Use descriptive names that indicate the desired outcome:

Good:

• "Increase Q1 Purchases"
• "Boost Premium Subscriptions"
• "Reduce Cart Abandonment"

Avoid:

• "Goal 1"
• "Test"
• "Marketing Campaign"

Goal-Journey Alignment

Scenario	Recommendation
Multiple journeys, same outcome	Link all to the same goal
One journey, multiple outcomes	Consider splitting into focused journeys
Promotional burst	Link to primary revenue/engagement goal
Always-on engagement	Link to core business goal

Monitoring Goal Performance

1. Weekly: Check Goal Analytics for trends
2. Monthly: Review uplift and conversion rates
3. Quarterly: Assess goal relevance and update if needed
4. After campaigns: Analyze burst journey impact on goals

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Next Section

Continue to Section 4: Journeys for detailed journey management documentation.