> ## Documentation Index
> Fetch the complete documentation index at: https://docs.adloft.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Goals

> Set target ROAS and CPA per brand to power goal-aware scoring.

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.

<Info>
  Goals are set **per brand**. Set them on every brand you want goal-aware insights for.
</Info>

## Set goals

On **Workspace → Accounts** (`/dashboard/ad-accounts`), on a brand row, click **Set goals** (or **Edit goals**):

| Field           | Range         | Example |
| --------------- | ------------- | ------- |
| **Target ROAS** | 0.2x – 50x    | `3.5`   |
| **Target CPA**  | $1 – $100,000 | `25`    |

Both values are required. Click **Save goals** to apply.

<Note>
  Setting goals requires the **owner** or **admin** role.
</Note>

## 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](/insights/metrics-glossary).

## 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.

<Tip>
  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.
</Tip>