What is a Goal?

A Goal helps you define, track, and measure progress toward an important business outcome inside the Optiwise platform.

Instead of only viewing account performance as raw data, Goals allow you to set a clear target for key metrics such as sales, content quality, ROAS, or TACoS, and then monitor whether the account is moving in the right direction.

Example goals:

• Reach $250,000 Total Sales(TTM)

• Increase Content Quality Score to 95%

• Improve ROAS to $4.0

• Reduce TACoS to 8%

• Reach $50,000 sales in the next 30 days

Why are Goals needed?

Goals help teams move from passive reporting to active performance management.

They are useful because they help you:

1. Focus on the right outcome
   Goals make it clear what the account is trying to achieve.

2. Track progress over time
   You can see whether performance is improving, flat, or falling behind.

3. Prioritize actions
   If a goal is falling behind, the team can decide what actions are needed, such as improving content, increasing ad efficiency, fixing pricing, or improving inventory.

4. Measure success clearly
   Instead of saying “performance improved,” Goals show progress using measurable values.

Goal Metrics

Goals can be created for different performance metrics. Each metric is calculated from the available marketplace, catalog, and advertising data.

1. Total Sales TTM

What it means:
TTM means Trailing Twelve Months. This metric shows total sales generated over the last 12 months.

How it is computed:
The platform calculates sales from the previous 12-month period based on available marketplace sales data.

Best used when:
You want to measure long-term account growth instead of short-term fluctuations.

Example goal:
Increase Total Sales TTM from $1M to $1.25M.

2. Total Sales Last 30 Days

What it means:
This metric shows sales generated in the most recent 30-day period.

How it is computed:
The platform adds sales from the last 30 days based on synced marketplace data.

Best used when:
You want to track short-term growth or recent performance improvement.

Example goal:
Reach $75,000 sales in the last 30 days.

3. Content Quality Score

What it means:
Content Quality Score measures the quality and completeness of product content.

It may include factors such as:

• Product title 

• Description

• Key features

• Images

• Specifications

• Rich media or enhanced brand content

How it is computed:
The score is calculated from product content and catalog data available in the platform. Each item’s content quality contributes to the overall account or catalog score.

Best used when:
You want to improve listing quality, discoverability, and conversion readiness.

Example goal:
Increase Content Quality Score to 95%+.

4. ROAS

What it means:
ROAS stands for Return on Ad Spend. It shows how much ad sales were generated for every dollar spent on ads.

Formula:

ROAS = Ad Sales ÷ Ad Spend

Example:
If Ad Sales are $10,000 and Ad Spend is $2,000, then:

ROAS = 10,000 ÷ 2,000 = 5.0

This means every $1 spent on ads generated $5 in ad sales.

Best used when:
You want to improve advertising efficiency.

Example goal:
Improve ROAS from 3.2 to 4.0.

5. TACoS

What it means:
TACoS stands for Total Advertising Cost of Sales. It shows how much ad spend was used compared to total sales.

Formula:

TACoS = Ad Spend ÷ Total Sales × 100

Example:
If Ad Spend is $2,000 and Total Sales are $40,000, then:

TACoS = 2,000 ÷ 40,000 × 100 = 5%

A lower TACoS generally means ads are supporting sales more efficiently.

Best used when:
You want to measure whether advertising is helping overall account growth profitably.

Example goal:
Reduce TACoS from 10% to 7%.

Goal Status

​A goal may show different statuses depending on its progress and how it compares to expected performance.

Example:

• A Content Quality Score goal of 95%:
  • Current value = 97% → Surpassed
  • Current value = 92% with a steep timeline → At Risk

How to Get Started and Set Your First Goal

Step 1: Open the Goals section

Go to the Dashboard and click on Set Goals from Goals section from the Optiwise dashboard.

Step 2: Choose the account or brand name

Clicking on Set Goals will open a popup, select the account or brand name for which you want to create a goal.

Make sure the selected account has the required data connected, such as sales, content, or advertising data.

Step 3: Select the tracking start date

Pick the start date for tracking progress.

This determines when the platform begins measuring goal progress against the metric.

Step 4: Select the success metric

Choose the success metric you want to improve or track.

Options include:

• Total Sales TTM

• Total Sales Last 30 Days

• Content Quality Score

• ROAS

• TACoS

Step 5: Select the operator

After selecting your metric, choose the operator that defines how you want to achieve the goal. The available options depend on the metric you selected:

Metric	Operator Options
Total Sales (TTM)	Reach, Increase by %, Increase by $
Total Sales Last 30 Days	Reach, Increase by %, Increase by $
Content Quality Score	Reach, Increase by %
ROAS	Reach, Increase by %
TACoS	Reduce to, Decrease by

Example:

• If your metric is ROAS, you can select Reach 4.0 or Increase by 10%.
• If your metric is TACoS, you can select Reduce to 8% or Decrease by 2%.

Step 6: Enter the target value

Once you’ve selected the metric and operator, enter the target value you want to achieve.

• Content Quality Score target: 95%

• ROAS target: 4.0

• TACoS target: 8%

Step 7: Set the target end date

Pick the Target Date for achieving the goal.
This helps the platform calculate expected progress over time.

Step 6: Review and set the goal

Review and Click Set Goal at the bottom right of the pop-up.

Step 7: Track the goal progress

Once saved, the goal will appear in the Goals dashboard with progress, status, and current value.

How to Know What the Right Goal Is

The right goal should be realistic, measurable, and connected to the account’s current business need.

Use the following approach:

1. Start with the account priority

Ask: What is the account trying to improve right now?

Examples:

• Need more sales → choose Total Sales

• Need better listing quality → choose Content Quality Score

• Ads are inefficient → choose ROAS or TACoS

2. Review current performance

Before setting a goal, check the current value.

Example:

• Current Content Quality Score: 88%

• Recommended target: 95%

This is a clear and practical goal.

Avoid setting goals without knowing the current baseline.

3. Use historical performance

Look at the last 30 days, last quarter, or trailing 12 months.

Example:

If the account usually generates $100,000 per month, setting a goal of $300,000 next month may be unrealistic unless there is a strong reason, such as new inventory, promotions, or increased ad budget.

4. Match the goal with available actions

A goal should be something the team can influence.

Examples:

5. Keep the goal specific

A strong goal should answer:

• What metric are we improving?

• What is the current value?

• What is the target value?

• By when should it be achieved?

Example of a weak goal:

Improve sales

Example of a strong goal:

Increase Total Sales Last 30 Days from $80,000 to $100,000 by June 15.

Best Practices for Setting Goals

1. Set one primary goal first
   Avoid creating too many goals at once.

2. Use realistic targets
   Base the target on current performance, past trends, budget, and inventory.

3. Review progress regularly
   Check whether the goal is on track, behind, or achieved.

4. Connect goals with actions
   Every goal should lead to clear next steps.

5. Use different metrics for different problems
   Sales goals, content goals, and ad efficiency goals solve different business needs.

Example First Goal

Scenario

An account has a Content Quality Score of 87%. Many listings are missing complete attributes and optimized content.

Recommended Goal

Increase Content Quality Score from 87% to 95% by June 30.

Why this is a good goal

• It has a clear metric.

• It has a current value.

• It has a target value.

• It has a deadline.

• The team can take direct action by improving titles, descriptions, key features, images, and attributes.

Summary

Goals help you define what success looks like, track performance against a target, and take action when progress is behind.

Use Goals when you want to monitor key business outcomes such as sales growth, content quality, advertising efficiency, or digital contribution.

A good goal should be:

Specific, measurable, realistic, time-bound, and connected to actions the team can take.