Goals
Set financial, advertising, dashboard, shipping and margin-calculator targets for Keel HQ.
Go to Settings → Goals to set targets for Overview, monthly reports, Warehouse shipping KPIs and Inventory margin calculations. Each card saves separately. Leave an optional target blank to turn it off.
Financial Targets
Financial Targets uses percentages of net revenue. The defaults are Gross margin 50%, Contribution margin 40%, Net margin 15%, and Fixed cost overhead 20%.
| Goal | Where it shows |
|---|---|
| Gross margin | It currently does not flag a tile, alert or report row. It only helps complete the onboarding checklist. |
| Contribution margin | The Monthly Report P&L's CM2 row can show Below target. |
| Net margin | The Monthly Report's Net profit row and Net Margin scorecard can warn when it is below the target. |
| Fixed cost overhead | The Overview Fixed OpEx % tile shows Under goal or Over goal; the Monthly Report can warn when it is above the target. |
Ad Targets
Target ROAS is a multiple, defaults to 2.0x, and must be greater than zero. It drives the Overview Blended ROAS tile's On target or Below target status and its alert.
Max CPA is a dollar amount. It is blank by default, which turns it off. It can mark the Monthly Report's paid-ads CPA as High; it does not set a goal on the Overview CPA tile.
MER target is a multiple. It is blank by default and must be greater than 0 and below 100. It drives the Overview MER tile, its alert, and the Ads MER card.
These targets do not control Ads Intelligence kill or scale scoring. The separate Target ROAS in Ads → Settings does that.
Data Quality
Exclude zero-dollar orders from analytics is on by default. It excludes free gifts, samples and $0 test orders from revenue, AOV, customer counts and ROAS calculations. The setting saves as soon as you toggle it. It also changes Overview tiles, the uncosted-products list, monthly reports and ad pulls.
Overview Targets
These optional targets appear only on the Overview's MTD tiles. Use Save targets after setting one or more.
| Goal | Unit and default | Where it shows |
|---|---|---|
| Monthly revenue | Dollars; blank by default | The Overview Net Revenue tile shows a pace gauge and On target, Behind or Off pace. |
| Monthly orders | Whole number; blank by default | The Overview Orders tile uses the same pace gauge and statuses. |
| Monthly ad spend | Dollars; blank by default; a ceiling | The Overview Ad Spend tile uses total ad spend and can show On target, Over pace or Over budget. |
Shipping Targets
All Shipping Targets are optional and appear under the matching KPI in Warehouse → Shipping.
| Goal | Unit | Where it shows |
|---|---|---|
| Monthly shipment target | Whole shipments | The Shipping KPI target line, shown as N / mo. |
| Avg cost per shipment | Dollars; a ceiling | The Shipping KPI target line. |
| On-time delivery | Percentage from 0 to 100 | The Shipping KPI target line. |
| Avg transit days | Days | The Shipping KPI target line. |
Margin Calculator Defaults
Margin Calculator Defaults are assumptions, not goals. They feed Inventory → Margins, including the calculator and catalog margins.
| Setting | Unit |
|---|---|
| Average outbound shipping cost | Dollars per order |
| Free shipping threshold | Dollars |
| Return rate | Percentage from 0 to 100 |
| Payment processing rate | Percentage from 0 to 100 |
| Processing fixed fee | Dollars per order |
For the costs that feed margin calculations, see Settings → Costs.
Updated October 28, 2026