# Goals (/settings/goals)

Go to **Settings → Goals** to set targets for [Overview](/modules/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]

**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](/reference/metrics#gross-margin-pct) | It currently does not flag a tile, alert or report row. It only helps complete the onboarding checklist. |
| [Contribution margin](/reference/metrics#contribution-margin-pct) | The Monthly Report P&L's CM2 row can show **Below target**. |
| [Net margin](/reference/metrics#net-margin-pct) | The Monthly Report's Net profit row and Net Margin scorecard can warn when it is below the target. |
| [Fixed cost overhead](/reference/metrics#fixed-opex-pct) | The Overview **Fixed OpEx %** tile shows **Under goal** or **Over goal**; the Monthly Report can warn when it is above the target. |

## Ad Targets [#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 [#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 [#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 [#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]

**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](/settings/costs).