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Goals are the benchmarks AdLoft scores your performance against. Each brand has a target ROAS and a target CPA. With goals set, Winners Hub and reporting can tell you what’s beating goal, what’s burning budget, and what to scale.
Goals are set per brand. Set them on every brand you want goal-aware insights for.

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Set goals

On Workspace → Accounts (/dashboard/ad-accounts), on a brand row, click Set goals (or Edit goals): Both values are required. Click Save goals to apply.
Setting goals requires the owner or admin role.

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How goals drive scoring

When a brand has both targets set, AdLoft becomes goal-aware:
  • Every creative, campaign, and audience is compared to your targets.
  • Cards show goal chips like Beating goal, Below goal, or Watching.
  • Creatives are sorted into action buckets — Scale These, Burning Budget, Fixable, and Needs More Data.
For revenue-bearing ads, AdLoft compares ROAS to your target ROAS. For lead-gen ads without revenue, it compares CPA to your target CPA. See Understanding your metrics.

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Raw fallback (no goals)

If a brand has no goals, AdLoft falls back to raw ranking — ordering by raw performance and confidence instead of goal status. Action buckets and goal chips are hidden, and banners prompt you to set goals.
Setting goals is the single biggest upgrade to your insights. Without them you only get raw rankings; with them you get prioritized, action-oriented recommendations.