# Intro to Goals ### About this export | Field | Value | | --- | --- | | **content_type** | lesson | | **platform** | contentstack-academy | | **source_url** | https://www.contentstack.com/academy/courses/lytics-essentials/intro-to-goals | | **course_slug** | lytics-essentials | | **lesson_slug** | intro-to-goals | | **markdown_file_url** | /academy/md/courses/lytics-essentials/intro-to-goals.md | | **generated_at** | 2026-04-28T06:55:47.974Z | > Part of **[Lytics Essentials](https://www.contentstack.com/academy/courses/lytics-essentials)** on Contentstack Academy. **Academy MD v3** — structured for retrieval; no quiz or assessment keys. #### Video details #### At a glance - **Title:** Goals - **Duration:** 3m 41s - **Media link:** https://cdn.jwplayer.com/previews/HCRmKnua - **Publish date (unix):** 1751527945 #### Streaming renditions - application/vnd.apple.mpegurl - audio/mp4 · AAC Audio · 113671 kbps - video/mp4 · 180p · 180p · 134349 kbps - video/mp4 · 270p · 270p · 143764 kbps - video/mp4 · 360p · 360p · 155771 kbps - video/mp4 · 406p · 406p · 163874 kbps - video/mp4 · 720p · 720p · 212471 kbps #### Timed text tracks (delivery) - **thumbnails:** `https://cdn.jwplayer.com/strips/HCRmKnua-120.vtt` #### Transcript Goals are an essential part of analytics implementation. On one hand, they allow for an understanding of how the aggregate efforts are contributing to one or more top-level marketing goals, such as increased known users. On another hand, they unlock attribution. How are individual campaigns performing and contributing to your goals? Finally, goals and the stages within represent a means to manage more complicated journey logic and fully automated decisioning, or what we call delivery optimization. We'll cover all of that in a later module. Creating goals is simple. Either choose from one of the predefined goals to get your feet wet, or choose Create Custom to customize it to your liking. When creating a custom goal, you'll simply name the top-level goal, say unknown to known, and then you'll select a start audience and an end goal audience. The start audience simply represents who you want to be a candidate for this goal. Which users should be impacted by the campaigns ultimately that you select? In our case, we'll say unknown users. Finally, the goal audience represents where you want them to be. In our case of this simple goal, we want them to be known users. So, known. In this case, the stage in the middle then represents all unknown users, because they're a member of the unknown audience and they haven't yet become a member of the known audience. Let's go ahead and label that here. Once saved, you can then go start to add your experiences. As an advanced user, you can start to do that right here, which we'll cover in a later module. But for most users, especially beginners, we recommend using the top-level dashboard to help streamline that process. Let's take a quick overview of some important metrics. Since we just created this goal, there's not going to be a whole lot to look at here, but there are a few notable things. For instance, we can start to associate individual experiences with this particular goal. This is how we unlock attribution. We'll cover importing experiences and all things experience in a separate module. You'll have the name and some brief information. You'll have overview on your progress towards achieving that goal. You'll have an understanding of experience performance, which experiences are associated with this goal specifically, and how are they contributing? How are they converting on their own? As well as how those conversions actually translate into top-level goal progression. You'll have the ability to track these customers across channels. Effectively, this is a KPI to measure the effectiveness of your identity resolution strategy. Below that, we get into content. Based on how many documents or pieces of content we have, which ones are most relevant to our customers? Should you produce more of one type? Should you produce less of one type? Further down, you see specific recommendations for this audience. Out of the content that exists today, which pieces of content might resonate most and be relevant to use in campaigns? Goals truly are where we see customers spending time each day learning about marketing. They'll be your guide as you navigate the various features of the Lytx platform on your way to relevant, personalized communication. #### Subtitles (WebVTT) ```webvtt WEBVTT 1 00:00:00.000 --> 00:00:05.000 Goals are an essential part of analytics implementation. 2 00:00:05.000 --> 00:00:10.000 On one hand, they allow for an understanding of how the aggregate efforts are contributing to 3 00:00:10.000 --> 00:00:15.000 one or more top-level marketing goals, such as increased known users. On another hand, 4 00:00:15.000 --> 00:00:20.000 they unlock attribution. How are individual campaigns performing and contributing to your goals? 5 00:00:20.000 --> 00:00:25.000 Finally, goals and the stages within represent a means to manage 6 00:00:25.000 --> 00:00:30.000 more complicated journey logic and fully automated decisioning, or what we call 7 00:00:30.000 --> 00:00:35.000 delivery optimization. We'll cover all of that in a later module. 8 00:00:35.000 --> 00:00:40.000 Creating goals is simple. Either choose from one of the predefined goals to get your feet wet, 9 00:00:40.000 --> 00:00:45.000 or choose Create Custom to customize it to your liking. 10 00:00:45.000 --> 00:00:50.000 When creating a custom goal, you'll simply name the top-level goal, 11 00:00:50.000 --> 00:00:55.000 say unknown to known, 12 00:00:55.000 --> 00:01:00.000 and then you'll select a start audience and an end goal audience. 13 00:01:00.000 --> 00:01:05.000 The start audience simply represents who you want to be a candidate for this goal. 14 00:01:05.000 --> 00:01:10.000 Which users should be impacted by the campaigns ultimately that you select? 15 00:01:10.000 --> 00:01:15.000 In our case, we'll say unknown users. 16 00:01:15.000 --> 00:01:20.000 Finally, the goal audience represents where you want them to be. 17 00:01:20.000 --> 00:01:25.000 In our case of this simple goal, we want them to be known users. 18 00:01:25.000 --> 00:01:30.000 So, known. 19 00:01:30.000 --> 00:01:35.000 In this case, the stage in the middle then represents all unknown users, because they're a member of the unknown audience 20 00:01:35.000 --> 00:01:40.000 and they haven't yet become a member of the known audience. 21 00:01:40.000 --> 00:01:45.000 Let's go ahead and label that here. 22 00:01:45.000 --> 00:01:50.000 Once saved, you can then go start to add your experiences. 23 00:01:50.000 --> 00:01:55.000 As an advanced user, you can start to do that right here, which we'll cover in a later module. 24 00:01:55.000 --> 00:02:00.000 But for most users, especially beginners, we recommend using the top-level dashboard 25 00:02:00.000 --> 00:02:05.000 to help streamline that process. 26 00:02:05.000 --> 00:02:10.000 Let's take a quick overview of some important metrics. 27 00:02:10.000 --> 00:02:15.000 Since we just created this goal, there's not going to be a whole lot to look at here, but there are a few notable things. 28 00:02:15.000 --> 00:02:20.000 For instance, we can start to associate individual experiences with this particular goal. 29 00:02:20.000 --> 00:02:25.000 This is how we unlock attribution. 30 00:02:25.000 --> 00:02:30.000 We'll cover importing experiences and all things experience in a separate module. 31 00:02:30.000 --> 00:02:35.000 You'll have the name and some brief information. 32 00:02:35.000 --> 00:02:40.000 You'll have overview on your progress towards achieving that goal. 33 00:02:40.000 --> 00:02:45.000 You'll have an understanding of experience performance, which experiences are associated with this goal specifically, 34 00:02:45.000 --> 00:02:50.000 and how are they contributing? How are they converting on their own? 35 00:02:50.000 --> 00:02:55.000 As well as how those conversions actually translate into top-level goal progression. 36 00:02:55.000 --> 00:03:00.000 You'll have the ability to track these customers across channels. 37 00:03:00.000 --> 00:03:05.000 Effectively, this is a KPI to measure the effectiveness of your identity resolution strategy. 38 00:03:05.000 --> 00:03:10.000 Below that, we get into content. 39 00:03:10.000 --> 00:03:15.000 Based on how many documents or pieces of content we have, which ones are most relevant to our customers? 40 00:03:15.000 --> 00:03:20.000 Should you produce more of one type? Should you produce less of one type? 41 00:03:20.000 --> 00:03:25.000 Further down, you see specific recommendations for this audience. 42 00:03:25.000 --> 00:03:30.000 Out of the content that exists today, which pieces of content might resonate most and be relevant to use in campaigns? 43 00:03:30.000 --> 00:03:35.000 Goals truly are where we see customers spending time each day learning about marketing. 44 00:03:35.000 --> 00:03:40.000 They'll be your guide as you navigate the various features of the Lytx platform on your way to relevant, personalized communication. ``` ```transcript [00:00] Goals are an essential part of analytics implementation. [00:05] On one hand, they allow for an understanding of how the aggregate efforts are contributing to [00:10] one or more top-level marketing goals, such as increased known users. On another hand, [00:15] they unlock attribution. How are individual campaigns performing and contributing to your goals? [00:20] Finally, goals and the stages within represent a means to manage [00:25] more complicated journey logic and fully automated decisioning, or what we call [00:30] delivery optimization. We'll cover all of that in a later module. [00:35] Creating goals is simple. Either choose from one of the predefined goals to get your feet wet, [00:40] or choose Create Custom to customize it to your liking. [00:45] When creating a custom goal, you'll simply name the top-level goal, [00:50] say unknown to known, [00:55] and then you'll select a start audience and an end goal audience. [01:00] The start audience simply represents who you want to be a candidate for this goal. [01:05] Which users should be impacted by the campaigns ultimately that you select? [01:10] In our case, we'll say unknown users. [01:15] Finally, the goal audience represents where you want them to be. [01:20] In our case of this simple goal, we want them to be known users. [01:25] So, known. [01:30] In this case, the stage in the middle then represents all unknown users, because they're a member of the unknown audience [01:35] and they haven't yet become a member of the known audience. [01:40] Let's go ahead and label that here. [01:45] Once saved, you can then go start to add your experiences. [01:50] As an advanced user, you can start to do that right here, which we'll cover in a later module. [01:55] But for most users, especially beginners, we recommend using the top-level dashboard [02:00] to help streamline that process. [02:05] Let's take a quick overview of some important metrics. [02:10] Since we just created this goal, there's not going to be a whole lot to look at here, but there are a few notable things. [02:15] For instance, we can start to associate individual experiences with this particular goal. [02:20] This is how we unlock attribution. [02:25] We'll cover importing experiences and all things experience in a separate module. [02:30] You'll have the name and some brief information. [02:35] You'll have overview on your progress towards achieving that goal. [02:40] You'll have an understanding of experience performance, which experiences are associated with this goal specifically, [02:45] and how are they contributing? How are they converting on their own? [02:50] As well as how those conversions actually translate into top-level goal progression. [02:55] You'll have the ability to track these customers across channels. [03:00] Effectively, this is a KPI to measure the effectiveness of your identity resolution strategy. [03:05] Below that, we get into content. [03:10] Based on how many documents or pieces of content we have, which ones are most relevant to our customers? [03:15] Should you produce more of one type? Should you produce less of one type? [03:20] Further down, you see specific recommendations for this audience. [03:25] Out of the content that exists today, which pieces of content might resonate most and be relevant to use in campaigns? [03:30] Goals truly are where we see customers spending time each day learning about marketing. [03:35] They'll be your guide as you navigate the various features of the Lytx platform on your way to relevant, personalized communication. ``` #### Lesson text Find out how Lytics Goals allow you to influence and measure the progress of your customers toward your business goals. ## Overview Note: On January 10, 2023, we upgraded our UI with a new, refreshed interface. All of the underlying functionality is the same, but you will notice that things look a little different from this Academy guide. The most notable change is that the navigation menu has moved from the top of the app to the left side. We appreciate your patience as we work on updating our Academy. ### What will I learn? * What are Goals? * Why are they important? * What is Goal Intelligence? * Can I customize my Goals? In this guide, we'll introduce Goals and the important role they play within Lytics. Goals allow you to influence and measure the progress of your customers toward your business goals. Goals can include Experiences and Stages that you define to drive customers towards specific conversion events. Most importantly, Goals enable Lytics to unlock and measure attribution across your Experiences. ## Knowledge Check **Lytics offers pre-defined Goals.** A. True B. False Answer: A **Match the Lytics term to its description.** Experiences Top-level marketing objective, such as "Convert Unknown to Known Users" Start Audience Specific marketing tactic, such as a modal to encourage new email sign-ups Goals A step or conversion opportunity for customers to move towards your Goal. End Audience Users that are candidates for your campaigns (e.g. Unknown Users) Stages Users that have converted (e.g. Known Users) **Lytics Goals unlock \_\_\_\_\_ to determine how individual campaigns are performing and contributing to your goals.** A. Analytics B. Attribution C. UTM Tracking Answer: B ## Next Steps To continue learning about Lytics Goals, we recommend you check out the following. ### Academy Courses * Experiences ### Documentation * [Goals Overview](https://learn.lytics.com/solutions/goals) * [How to use the Goals Canvas](https://learn.lytics.com/documentation/product/features/goals/canvas-overview) * [Goal Intelligence](https://learn.lytics.com/documentation/product/features/lytics-view/goal-intelligence) #### Key takeaways - Connect **Intro to Goals** back to your stack configuration before moving to the next module. - Capture one concrete artifact (screenshot, Postman call, or code snippet) that proves the step works in your environment. - Re-read the delivery versus management boundary for anything you changed in the entry model. ## Supplement for indexing ### Content summary Intro to Goals. Find out how Lytics Goals allow you to influence and measure the progress of your customers toward your business goals. Overview Note: On January 10, 2023, we upgraded our UI with a new, refreshed interface. All of the underlying functionality is the same, but you will notice that things look a little different from this Academy guide. The most notable change is that the navigation menu has moved from the top of the app to the left side. We appreciate your patience as we work on updating our Academy. What will I learn? What are Goals? Why are they important? What is Goal Intelligence? Can I customize my Goals? In this guide, we'll introduce Goals and the important role they play within Lytic ### Retrieval tags - Intro - Goals - lytics-essentials - lesson 13 - Intro to Goals - lytics-essentials lesson ### Indexing notes Index this lesson as a primary chunk tagged with lesson_id "13" and topics: [Intro, Goals]. Parent course slug: lytics-essentials. Use asset_references URLs as thumbnail hints in search results when present. Never surface LMS quiz content or assessment answers from this file. ### Asset references | Label | URL | | --- | --- | | Video thumbnail: Intro to Goals | `https://cdn.jwplayer.com/v2/media/HCRmKnua/poster.jpg?width=720` | ### External links | Label | URL | | --- | --- | | Contentstack Academy home | `https://www.contentstack.com/academy/` | | Training instance setup | `https://www.contentstack.com/academy/training-instance` | | Academy playground (GitHub) | `https://github.com/contentstack/contentstack-academy-playground` | | Contentstack documentation | `https://www.contentstack.com/docs/` | | Goals Overview | `https://learn.lytics.com/solutions/goals` | | How to use the Goals Canvas | `https://learn.lytics.com/documentation/product/features/goals/canvas-overview` | | Goal Intelligence | `https://learn.lytics.com/documentation/product/features/lytics-view/goal-intelligence` |