Goals & your monthly storyline
Set monthly KPI targets, get a viability read, and let each month's storyline write itself - then follow it all in one month-grouped feed.
The Storyline tab is where direction lives - the targets you're aiming for and the story behind them. Goals also feed the dashboard (KPIs vs targets) and your reports.
Setting targets
Pick the month and set a target for each KPI that matters to you (revenue, ROAS, leads, and so on). These become the benchmarks the rest of the platform measures against - your goals are the one list of metrics that matter, so each one gets a row on the KPI Targets card on your dashboard, and your AI reports and Studio tools work towards them.
Viability check
When you set targets, the Brain gives a quick viability read - is this realistic, a stretch, or unlikely, given your current pace and what it knows? It comes with a short rationale, so you're setting ambitious-but-grounded goals rather than guessing. The read is refreshed each month alongside the monthly story, and the panel shows the date it was last assessed.
Will we hit it?
For each goal on a measure the platform tracks automatically, a projection shows whether the current trajectory reaches the target by its deadline, with a confidence level. A goal on a measure that isn't tracked, or one with less than two months of history, says so in plain words instead of showing a projection. With an online shop connected, a revenue or sales goal is measured against the shop's net sales, and goals on orders, average order value, new customers or returning customers are tracked from the shop too.
The storyline
Beyond the numbers, there's a monthly storyline - the narrative of what you're doing and why. You don't have to write these by hand: at the start of each month the platform automatically writes the story for the month just ended, drawing on your data, the activity logged against your account and what the Brain knows. It works even before you've set any targets - a month with no goal plan still gets a plain performance recap, so an active account builds a story from day one. The storyline feeds the Brain's reflection, and each published one appears as a monthly story in the feed below and in your reports. How a storyline goes live - published straight away or drafted and reviewed first - depends on your account type (see below). You can still write or regenerate any month by hand.
It's a "storyline", not a forecast - the human context that makes the numbers make sense.
The story so far
Everything that's happened lives in one month-grouped feed, The story so far, with the newest month at the top. Each month weaves together three kinds of entry:
- Monthly stories - the published plan write-ups: what the month was about and why. A story carries an On track / At risk / Off track chip only for a month that had a target to measure against.
- Advice & results - recommendations that were accepted, each stamped with where it is: Not started yet or In progress while the work behind it is open, Awaiting result once it's done and the measurement window is running, then a verdict: Improved, No clear change or Declined. Advice whose task was removed before it was done reads Dropped. A cumulative Track record scoreboard keeps the running totals: recommendations you decided on (accepted or dismissed), acted on, and - once something has been measured - improved. See Recommended actions & advice tracking for how results are measured.
- What we learned - moments the Brain updated a belief about your business: what it used to think, and what it thinks now. The full timeline lives on What we know about you.
Filter pills - Everything, Monthly stories, Advice & results, What we learned - narrow the feed to one thread. Recent months load first; Show older months takes you further back.
Because targets, stories, advice and lessons are all kept month by month, you build a track record of what was planned, what was tried and what actually worked - useful for spotting patterns over time.
Goal change log
Below the story, a collapsed Goal change log records when targets were added, changed, removed or closed. Edits made while the plan was first being set up are folded into one Plan set up line; anything changed later stays as its own entry.
When the tab appears
The Storyline tab is on your dashboard whenever there is a story to show: a goal plan, a published monthly story or accepted advice. On a self-serve account it's always there, so you can set the plan before the data arrives.
Setting your goals (self-serve)
On a self-serve account you set your own goals - there's no agency in the loop. The Storyline tab - your monthly goals and the narrative behind them - is always there on your dashboard, even before you've connected a platform or set a single KPI, so you can lay out the plan first and let the data catch up.
The workspace owner builds a goal plan directly on the Storyline tab:
- A plan title for the stretch you're working towards.
- A start and end month for the plan.
- Milestone metrics with targets - the KPIs that matter (revenue, ROAS, leads, and so on) and the number you're aiming at for each.
From there your monthly storylines are written and published automatically - at the start of each month the story for the month just ended is generated and goes live at the top of the story feed and in your reports, with no draft-and-review step because it's your account. Publishing triggers the Brain's reflection. Because it's automatic, you get a story every month even if you never open the tab - and even before you've set a plan, as a plain performance recap. You can still write or regenerate any month yourself.
Who can edit: only the workspace owner can set or change goals and the plan. Other members can see the Storyline tab and everything on it, but the editor is owner-only.
Setting goals for a client (agency)
Your team sets the client's goals and writes their storylines on the Storyline tab of the client's own dashboard - the same tab the client reads, opened as a team member. The client's Manage page (Goals & work zone) links straight to it, and a note at the top of the editor reminds you that you are editing as the account team. Which metrics the client sees as tiles is still chosen on the Manage page; the targets for them are set here. Previewing as the client never shows the editor.
Storylines follow a draft -> review -> publish flow. At the start of each month the platform automatically drafts the story for the month just ended and drops a Review & publish task in your queue - you don't write it from scratch (though you still can, or regenerate it). Review and edit the draft with your team, then publish it to make it appear as a monthly story in the feed on the client's dashboard. Clients see goals and published storylines read-only - they can't change them, and a draft stays invisible to them until you publish. Publishing triggers the Brain's reflection, so it's worth keeping current.
That review step is the key difference from self-serve accounts, where the account owner sets their own goals and monthly storylines auto-publish.