Before you do anything else in Growth Method, set your growth goal. It’s the single business metric every campaign aligns to, and defining it well is the most important job for your management or leadership team. Until everyone is tied to the same outcome, you get individual wins that don’t add up to team wins.
This is your primary metric, sometimes called the North Star Metric (NSM) or the One Metric That Matters (OMTM). Growth Method holds one active goal at a time.
What makes a good goal
- It unifies everyone around one business outcome at a time. For B2B teams that’s usually something like meeting requests, MQLs, demo requests, or new trials.
- It’s measurable. We connect to your source of truth for the metric (GA4, PostHog, Search Console, and similar) and track it daily.
- Once it’s set, every campaign aligns to it and all team reporting centres on it.
Why we use averages, not absolute targets
An annual target like “3,600 qualified leads this year” tells you where you want to end up, but nothing about the system that gets you there. You could hit it through one viral month and eleven mediocre ones. That’s luck, not an engine.
A monthly average like “300 qualified leads per month” is a throughput metric: it describes the capacity of the machine you’re building. When you miss it, you know straight away. When you hit it consistently, you can trust the engine works, and start asking how to get to 350. This framing pulls teams towards reliable, compounding channels rather than one-off big bets, and it pairs well with a tight monthly campaign cycle.
Example goals
- Increase demo requests from an average of 100/mo to 200/mo this year
- Increase quote requests to 100 per month within six months
- Increase trial starts from an average of 200/mo to 300/mo over 12 months
- Increase MQLs from content from an average of 150/mo to 180/mo within six months
- Increase organic traffic from an average of 15,000 sessions/mo to 25,000 sessions/mo
Setting up your goal
You set a goal through a short chat with your AI assistant. It handles the fiddly part for you, finding the right metric from your connected integrations and checking it returns real numbers before anything is saved.
- From your home page, or from Settings → Goals, choose Add goal (or Set a goal).
- Tell the assistant what you want to achieve, for example “grow demo requests”, and it turns this into a goal name.
- It looks at your connected integrations and, where you have more than one, asks which to use. It then builds the metric and shows you the actual daily figures so you can check they look right.
- Using that current baseline, it suggests a target and a date. Adjust either, then confirm.
- Review the goal it proposes and approve it, then open it from the link it gives you.
You can change an existing goal’s metric at any time from Settings → Goals with Reconfigure with AI.
Your goal needs a connected integration to measure against, so connect your source of truth first if you have not already.
How your goal guides the AI
Once your goal is tracking its metric, the AI uses that live progress across campaign work:
- Campaign suggestions favour ideas big enough to close a meaningful share of the gap to your target.
- Idea scoring weighs each idea’s likely impact against the uplift still needed.
- Campaign analysis reports results as progress towards your target.
Each campaign page also shows the goal it contributes to, with the uplift still needed, and links through to your goals in Settings.
Changing your goal
You can have more than one goal, but only one is active at a time. Goals usually change infrequently, rarely more than once every six months or once a year. Adding a new goal archives the previous active goal and makes the new one active.