# Goals

{{< glossary_definition "goals" >}}

Use Goals to measure campaign and program success and understand how your messaging impacts business goals. See also:

* [Holdout Experiments](https://www.airship.com/docs/reference/glossary/#holdout_experiment)
* [Feature Flags](https://www.airship.com/docs/reference/glossary/#feature_flag)

## Goal events

Goals are based on events that occur in your app or website. You can create Goals based on [Custom or Predefined Events](https://www.airship.com/docs/guides/audience/events/events/#event-types) or these Default Events:

| Event name | Activity name | Definition |
| --- | --- | --- |
| **App open** | app_open | User opened your mobile app. This event fires every time a user opens your app, including the first time. |
| **First open** | first_open | User first registered a channel in your app. This event fires only once per user, when a channel is first registered. Channel registration most commonly occurs immediately after the first app open but can happen at other times as well. |
| **First seen** | first_seen | The user opted in to notifications or a channel registration occurred, such as an app launching in the background or the user opening your app for the first time. |
| **First opt-in** | first_opt_in | The user opted in to a channel for the first time. For Email (commercial), SMS, and Open channels only. |
| **Uninstall** | uninstall | The user uninstalled your mobile app in response to a push. |
| **Web session** | web_session | The user generated a [Web Session](https://www.airship.com/docs/reference/glossary/#web_session). |

### Adding events

<p>You must <a href="https://www.airship.com/docs/guides/audience/events/manage/">add Custom and Predefined Events</a> to your project before you can select them for Goals. You do not need to add Default Events to your project before selecting them for Goals.</p>

## Creating Goals

You can create up to 10 Goals per project. Follow these steps to create a new Goal:

1. Go to **Reports**, then **Goals**
1. Select **Create Goal**.
1. Configure fields:
   * Goal name — This name is used for identification in the list of all Goals in your project.
   * Description — This is additional information about the Goal.
   * Event — Search for and select an event. If the event does not have a category assigned, select from the list or select **Custom category** and enter a category name.
1. Select **Create Goal**.

## Viewing Goal reports

After creating a Goal, view its performance reports to analyze engagement and measure success. Go to **Reports**, then **Goals**, and select the chart icon 
 for a Goal to open the reports:

<table>
  <thead>
      <tr>
          <th>Report name</th>
          <th>Description</th>
      </tr>
  </thead>
  <tbody>
      <tr>
          <td><strong>Goal</strong></td>
          <td>The number of times the event occurred per day and the 7-day average.</td>
      </tr>
      <tr>
          <td><strong>Channels per goal</strong></td>
          <td>The number of [Channels](https://www.airship.com/docs/reference/glossary/#channel_engage) that performed the event at least one time. You can filter by &ldquo;greater than or equal to&rdquo; and &ldquo;is between&rdquo; and enter values.</td>
      </tr>
      <tr>
          <td><strong>Goal frequency per channel</strong></td>
          <td>The frequency of event occurrence per [Channel](https://www.airship.com/docs/reference/glossary/#channel_engage). Data points displayed: 50th (median), 75th, and 99th percentiles.</td>
      </tr>
      <tr>
          <td><strong>Goals per platform</strong></td>
          <td>The percentage of events that occurred per platform. Only appears if multiple platforms are configured for the project.</td>
      </tr>
  </tbody>
</table>

The default view is the last three months of data. You can select a new time frame, and the reports will reload with the data for that period. For reports displaying multiple platforms, you can filter by one or more platforms.

![Goal reporting](https://www.airship.com/docs/images/goals-report_hu_4ac7ccf22e976e7c.webp)

*Goal reporting*

## Managing Goals

Edit, archive, and organize your Goals from the Goals list. Go to **Reports**, then **Goals**, to view the list of all your Goals. Toggle **Active/Archived** to switch between active and archived Goals. The default sort order is by last modified, and each row displays:

* Goal name 
* Description
* Event
* Event category
* Date and time last modified (browser local time)

Select the pencil icon (
) to edit a Goal's name, description, and event. Select the archive icon (
) to archive.