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Lytics Goals allow you to guide users through highly personalized experiences that increase customer lifetime value and drive progress towards your primary business goals.

You will use the Lytics Canvas to create, edit, and monitor your Goals. Navigate to Goals and click New Goal in the top right of your screen to create a new one. goals example 0820

Choose an audience

The first step in configuring a Goal is picking your starting audience. Select this audience by clicking the "Audience" button (blue circle) on the left-hand side of the Lytics Canvas. You can choose an existing audience or you can build a new one by clicking New audience.

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Lytics recommends keeping this starting audience as broad as possible, as there will be ample opportunity to add filters and refine your targeting through Stages and Experiences. Learn more about how to select effective audiences.


Each Stage represents a significant step towards your Goal, as defined by a conversion event. A common conversion event is finding "known users" by collecting email addresses on a newsletter sign-up or registration page.

Stages contain Experiences that give users opportunities to complete conversion events in various channels, such as on your website, through an email newsletter or Facebook ad. A Goal can have one or more Stages, based on the needs of your use case. After defining the first conversion event, you will see an option to Add a Stage.


Moving through Conversion Events

Users move to the next Stage when they complete the selected conversion event. Goals are always configured so that users move through your Stages from left-to-right as they complete conversion events. Keep in mind that users don't always complete conversion events in the order anticipated, which means they may end up skipping a Stage. If you want to prevent this, you can include additional logic in your conversion event definition.

And remember, users can never be in more than one Stage per Goal at a time.

Read more about Stages

Experience Drawer

The Experience drawer contains Experience templates and Experiences that aren't part of a Goal yet. Add any of these to your Goal by dragging them into a Stage. Open the drawer by clicking the icons labeled Experience template or Experience.


If you drag an Experience that is activated into your Goal, you will need to pause it before being able to save your Goal. You can do so from the Lytics Canvas by hovering over the Experience card and then clicking the Pause button.

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Once you're ready to reactivate the Experience in the context of the Goal, click Resume.

Prioritizing Goals


Much like prioritizing Experiences within Stages, you can also prioritize Goals. Since membership is not mutually exclusive (that is, users can be moving towards multiple Goals at a time), it is possible that a user will be eligible for two simultaneous Experiences from two different Goals. When that happens, Lytics will take into account Goal priority when determining which Experience will be delivered. The higher on the Goal list, the higher the priority.