--- title: "Journey Goals" slug: "journey-goals" tags: ["architect set goals", "journey conversion", "journey set goals", "set goals"] updated: 2025-12-10T19:36:32Z published: 2025-12-10T19:36:32Z canonical: "academy.insiderone.com/journey-goals" --- > ## Documentation Index > Fetch the complete documentation index at: https://academy.insiderone.com/llms.txt > Use this file to discover all available pages before exploring further. # Journey Goals You can define the goal you expect users to perform after receiving a message through the journey. You can use your previously created default and custom events and attributes to define goals and their parameters. your title goes here**Purchase** activity is always tracked by default throughout the journey, even if you don't choose purchase as your goal. You can always see the purchase activity under conversion metrics on the analytics pages (if you have online selling on your website or mobile application).Your title goes hereYou can select all events received through the website, mobile app, and [Upsert User Data API](https://academy.insiderone.com/docs/upsert-user-data-api) (e.g., offline sources) as a journey goal. The Journey Goals option is available in the **Go to Launch** modal. When you click **Go to Launch**, the modal opens and allows you to select your conversion event using either default or custom events. You can also define a conversion goal using default or custom attributes. In this case, a change in the selected attribute will be treated as the conversion event. ![Go to launch modal](https://cdn.document360.io/c6df4583-da94-4cb2-bb8a-be0cbdd11109/Images/Documentation/image-20221017-131350.png)![](https://cdn.document360.io/c6df4583-da94-4cb2-bb8a-be0cbdd11109/Images/Documentation/image-20240904-164636.png) Your title goes hereThe [Exit Criteria](https://academy.useinsider.com/docs/exit-criteria) and Journey Goals steps are optional. ![](https://cdn.document360.io/c6df4583-da94-4cb2-bb8a-be0cbdd11109/Images/Documentation/Screenshot%20at%20Apr%2010%2015-18-41.png) You can select up to 10 goals, which can be events or attribute changes. **Event:** When a user performs the event within the attribution duration, it is counted as a conversion. Event parameters that belong to a single event are connected with the **and** operator. ![Conversion event](https://cdn.document360.io/c6df4583-da94-4cb2-bb8a-be0cbdd11109/Images/Documentation/image-20240904-173405.png) **Attribute Change:** When a user’s attribute changes from one value to another within the attribution window, it is counted as a conversion. You can choose the conversion to be counted when the attribute changes: - From any value to any other value, - From any value to one given value, or - From one given value to another given one. ![Goal selection](https://cdn.document360.io/c6df4583-da94-4cb2-bb8a-be0cbdd11109/Images/Documentation/image-20240904-173019.png) your title goes hereSelecting 10 conversion goals doesn't mean the user must complete all 10 events or attribute changes to make it count as a conversion. Each completed conversion event and attribute change is counted as a conversion.your title goes hereConversion goals are attributed to a channel by complying with the **last view and last click attribution** model. See [Conversions and Attribution Models in Architect](https://academy.useinsider.com/docs/conversions-and-attribution-models-in-architect).Your title goes hereYou can select only unique goals to track for a journey: You cannot select identical events (eg., two or more Purchase events without event parameters), or choose identical events and event parameters (eg., two or more Purchase events with the same event parameter). ![](https://cdn.document360.io/c6df4583-da94-4cb2-bb8a-be0cbdd11109/Images/Documentation/image-20240904-170137.png) Your title goes hereRevenue for custom goals can be calculated if you are sending the *usp* or *up* default parameters with the event. Otherwise, the revenue for the custom goal cannot be calculated and will be shown as **zero**. On the next step, you will define the Goal Duration, which determines how long Architect should track conversions after a user interacts with any campaign in the journey. This duration directly affects the attribution model. The attribution window begins when a user clicks or views a message in the journey and remains open for the time you specify. If the user completes the goal after this window closes, it will not be counted as a conversion. ![Goal duration](https://cdn.document360.io/c6df4583-da94-4cb2-bb8a-be0cbdd11109/Images/Documentation/image-20250108-170324.png) Architect comes with default goal durations of **14 days** for **Click-through** and **3 days** for **View-through**. You can adjust these durations for each journey based on your business needs. If these defaults values do not fit your overall strategy and you prefer new baseline values for all journeys, you can update them via **Settings** > **Inone Settings** > [Conversion Duration Settings](https://academy.insiderone.com/docs/conversion-duration-settings). The changes will apply only to newly created journeys and active journeys will keep their existing durations. You can set the following ranges: - **Click-through**: 30 minutes to 30 days - **View-through**: 30 minutes to 7 days Your title goes hereConversion Goal Duration applies only to Architect channels. For example, the conversions from single/bulk web push notifications on the Web Push product are not affected. After you create a conversion goal, Architect begins tracking it immediately. You can monitor the results across several areas: [Overall Architect Analytics](https://academy.insiderone.com/docs/architect-analytics-dashboard), [Journey Analytics](https://academy.insiderone.com/docs/architect-single-journey-analytics), Channel Analytics, and [Live Statistics](https://academy.insiderone.com/docs/architect-live-statistics) on the canvas. Each conversion goal and any event parameters or attribute values you define will appear in the Conversion Goal dropdown, making it easy to switch between goals and analyze their results. ## Related - [Conversions and Attribution Models in Architect](/conversions-and-attribution-models-in-architect.md)