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

# Conversation Goals

> Define and track measurable objectives for every conversation

export const Screenshot = ({lightSrc, darkSrc, alt, caption, maxWidth = "880px"}) => {
  return <div style={{
    margin: "1rem auto",
    maxWidth,
    width: "100%"
  }}>
      <Frame>
        <img className="block dark:hidden" src={lightSrc} alt={alt} />
        <img className="hidden dark:block" src={darkSrc} alt={alt} />
      </Frame>
      {caption ? <p style={{
    marginTop: "0.5rem",
    fontSize: "0.875rem",
    color: "inherit",
    opacity: 0.8
  }}>
          {caption}
        </p> : null}
    </div>;
};

## What Conversation Goals Do

Conversation goals are optional metrics that help you measure success. Define what outcomes matter to you, and AI will analyze each conversation transcript to determine whether the conversation achieved those goals. This enables performance reporting, success rate tracking, and data-driven optimization.

<Warning>
  **Goals are for reporting only.** The agent doesn't know about goals during the conversation. AI evaluates goals after the call ends by analyzing the transcript.

  To guide the agent's behavior during calls, define what you want the agent to accomplish in your [agent prompt](/build/conversation/prompt).
</Warning>

**Access:** In your agent editor → **Analytics** tab → **Post-Call Analytics** section

***

## Setup

<Screenshot lightSrc="/images/goals__goals-light.png" darkSrc="/images/goals__goals-dark.png" alt="Analytics tab showing Post-Call Analytics with goal rows, insight rows, active toggles, edit and archive actions, and the Default Insights collapsible section" />

<Steps>
  <Step title="Access Goals">
    In your agent editor → **Analytics** tab → **Post-Call Analytics** section → **Add** → **Goal**
  </Step>

  <Step title="Choose goal type (optional)">
    **Primary Goal:** Your main success metric

    * The most important outcome to measure for this agent
    * Used to calculate overall conversation success rate
    * Example: "Appointment booked"

    **Secondary Goals:** Additional metrics

    * Track extra outcomes without affecting primary success rate
    * Measure additional value delivered
    * Example: "Email collected"
  </Step>

  <Step title="Configure goal">
    **Name:** Clear, concise label

    ```
    Example: "Follow-up meeting scheduled"
    ```

    **Description:** What success looks like (be as specific as possible - AI uses this to evaluate)

    ```
    Example: "A follow-up meeting was successfully scheduled with
    a specific confirmed date, time, and list of attendees. The
    customer agreed to the scheduled time and received confirmation."
    ```

    <Tip>
      More specific descriptions = more accurate goal evaluation
    </Tip>
  </Step>

  <Step title="Save">
    The platform now tracks this goal for all future conversations.
  </Step>
</Steps>

***

## Primary vs Secondary Goals

<Tabs>
  <Tab title="Primary Goal">
    **Optional.** Choose the single most important outcome to measure.

    <Info>
      **Why only one primary goal?** Having one primary goal defines your main success metric. Conversations are considered successful if the primary goal is achieved, making your analytics dashboard easier to interpret.
    </Info>

    **Examples:**

    * 📅 Appointment booked
    * ✅ Lead qualified
    * 🔧 Issue resolved
    * 💳 Payment collected
    * 📞 Callback scheduled

    **Reporting:**

    * Used to calculate overall success rate
    * Primary metric in analytics dashboard
    * Determines if conversation was successful
  </Tab>

  <Tab title="Secondary Goals">
    **Optional. Multiple allowed.** Additional outcomes to track.

    **Examples:**

    * 📧 Email collected
    * ⭐ Feedback gathered
    * 💰 Upsell opportunity identified
    * 📝 Contact information updated
    * ✓ Preferences confirmed

    **Reporting:**

    * Tracked separately from primary goal
    * Doesn't affect overall success rate
    * Measures additional value delivered
  </Tab>
</Tabs>

***

## Examples

<AccordionGroup>
  <Accordion title="Appointment Booking" icon="calendar">
    **Primary Goal:**

    * Name: "Appointment booked"
    * Description: "An appointment was successfully scheduled with confirmed date, time, service type, and contact information"

    **Secondary Goal:**

    * Name: "Email collected"
    * Description: "Customer provided their email address for appointment reminders"
  </Accordion>

  <Accordion title="Lead Qualification" icon="filter">
    **Primary Goal:**

    * Name: "Lead qualified"
    * Description: "Lead meets qualification criteria with confirmed budget, timeline, decision-maker status, and identified pain points"

    **Secondary Goal:**

    * Name: "Demo scheduled"
    * Description: "Product demo was successfully booked with the qualified lead"
  </Accordion>

  <Accordion title="Customer Support" icon="headset">
    **Primary Goal:**

    * Name: "Issue resolved"
    * Description: "Customer's problem was addressed and resolution confirmed to their satisfaction"

    **Secondary Goal:**

    * Name: "Feedback collected"
    * Description: "Customer provided feedback rating or suggestions for improvement"
  </Accordion>

  <Accordion title="Information Collection" icon="clipboard-list">
    **Primary Goal:**

    * Name: "Requirements collected"
    * Description: "Complete project requirements gathered including scope, budget, timeline, and decision process"

    **Secondary Goal:**

    * Name: "Urgency identified"
    * Description: "Project urgency level and ideal start date were determined"
  </Accordion>
</AccordionGroup>

***

## Viewing Results

### Individual Conversations

View goal status for each call:

1. Go to **Conversations**
2. Click on a conversation
3. View **Goals** section
4. See which goals were achieved (achieved, partially achieved, or not achieved)

### Dashboard

View goal metrics across all conversations:

Go to **Dashboard** to see goal completion rates and performance trends.

[Learn more about Dashboard →](/manage/dashboard)

***

## Best Practices

<AccordionGroup>
  <Accordion title="Write Clear Descriptions" icon="pen">
    The AI uses your description to evaluate goal completion.

    ❌ Vague: "Get customer info"

    ✅ Clear: "Collect customer's full name, email address, phone number, and reason for inquiry"
  </Accordion>

  <Accordion title="Start with One Primary Goal" icon="bullseye">
    Don't try to accomplish too much in one call.

    ✅ Focus: One clear primary objective

    ❌ Overload: Multiple competing primary goals
  </Accordion>

  <Accordion title="Use Secondary Goals Strategically" icon="list">
    Secondary goals track additional value beyond your primary metric.

    **Examples:**

    * Primary: "Appointment booked" + Secondary: "Email collected"
    * Primary: "Issue resolved" + Secondary: "Feedback gathered"
    * Primary: "Lead qualified" + Secondary: "Demo scheduled"
  </Accordion>

  <Accordion title="Archive Outdated Goals" icon="folder">
    Archive old goals to keep them out of the way while preserving historical data.

    **To archive:** Click archive icon next to goal

    **To restore:** Open **Archived** → click the unarchive icon
  </Accordion>
</AccordionGroup>

***

## Tips

* **Align your prompt with goals** - While the agent doesn't see goals during calls, write your agent prompt to guide conversations toward achieving your defined goals
* **Review regularly** - Check goal achievement rates weekly to identify optimization opportunities
* **Refine definitions** - Adjust goal descriptions if AI evaluation doesn't match your expectations
* **Combine with insights** - Use [Gather Insights](/build/analytics/gather-insights) for detailed quality scoring

***

## Troubleshooting

<AccordionGroup>
  <Accordion title="Goals not showing in conversations" icon="eye-slash">
    **Causes:**

    * Goals created after conversations took place
    * Goals archived

    **Solutions:**

    * Goals only apply to new conversations after creation
    * Open **Archived** in the Analytics tab and restore the goal if needed
  </Accordion>

  <Accordion title="Inaccurate goal evaluation" icon="triangle-exclamation">
    **Causes:**

    * Vague goal description
    * Description doesn't match actual success criteria

    **Solutions:**

    * Make description more specific and detailed
    * Provide clear success criteria
    * Test with a few calls and refine
  </Accordion>

  <Accordion title="Low achievement rates" icon="chart-column">
    **Causes:**

    * Goal too ambitious for conversation type
    * Agent prompt doesn't align with goal
    * Goal description not specific enough

    **Solutions:**

    * Review if goal is realistic for your use case
    * Update your agent prompt to guide toward desired outcome
    * Make goal description more specific
    * Adjust goal definition based on actual conversation patterns
  </Accordion>
</AccordionGroup>

***

## Next Steps

<CardGroup cols={2}>
  <Card title="Gather Insights" icon="magnifying-glass-chart" href="/build/analytics/gather-insights">
    Extract detailed insights and LLM-based evaluations
  </Card>

  <Card title="Post-Call Automation" icon="envelope-open-text" href="/build/analytics/post-call-automation">
    Send emails, team alerts, and tasks after calls
  </Card>

  <Card title="Dashboard" icon="chart-line" href="/manage/dashboard">
    View performance metrics
  </Card>

  <Card title="Conversations" icon="messages" href="/manage/conversations/overview">
    Review goal results in conversations
  </Card>
</CardGroup>

***

## Common Questions

<AccordionGroup>
  <Accordion title="When are goals evaluated?">
    The platform evaluates goals automatically after each conversation ends. The analysis runs asynchronously — results appear in the conversation detail view within a few seconds.
  </Accordion>

  <Accordion title="Can I change goals after my agent is live?">
    Yes. You can add, edit, or archive goals at any time. New goals only apply to future conversations — they won't retroactively analyze past calls.
  </Accordion>

  <Accordion title="What's the difference between goals and insights?">
    Goals measure success (did the call achieve its purpose?). Insights pull out specific data from the conversation (what was the caller's sentiment? what topic was discussed?). Use both together for a complete picture.
  </Accordion>
</AccordionGroup>