Choosing your goal

Luria optimizes toward one thing. You choose what that thing is. Pick it early, pick it carefully, and then leave it alone, because the goal decides which variants win and which get retired.

Set it in the Train tab under Goal.

The goals

The goal changes what wins

This is the part that surprises people. Two variants can be "good" and Luria will pick a different one depending on your goal.

Say variant A gets more people to buy, but they buy the cheaper item. Variant B gets fewer people to buy, but they pick the premium option. Under a Revenue goal, B might win. Under a conversion-count goal, A wins. Neither is wrong; they answer different questions. Your goal tells Luria which question you're asking.

The sharpest example is margin. If you pick Margin over Revenue, Luria will sometimes show you lower top-line sales with higher profit. It might steer visitors away from your heavily discounted bestseller toward a full-price item that earns you more per order. Your Shopify revenue graph may look flatter; your bank account won't. Know that going in so you don't read a margin win as a revenue loss.

Which goal should I pick

• E-commerce with healthy margins: Revenue. It's the cleanest signal, and with good margins, more revenue is more profit.
• Thin or variable margins, or lots of discounting: Margin. This needs cost of goods (COGS) entered on your products in Shopify so Luria can calculate profit per order. Without it, Luria can't see margin and will fall back to Revenue.
• Services or coaching: Booked calls. A visitor who books is worth far more than one who fills a form, so optimize for the booking.
• Lead gen: Leads. If leads vary a lot in quality, consider Booked calls or a qualified-lead event instead, so Luria doesn't win by generating junk.
• Info products or software: Downloads or signups. Pick whichever is closest to money; a trial signup beats a newsletter signup if trials are what convert.
• Not sure: Revenue for stores, Leads for everyone else. You can change it later.

One goal, not three

Luria works best with one primary goal. It can track several events, but it optimizes toward one. If you give it "revenue, but also email signups, but also add-to-carts," it has no way to resolve a variant that wins on one and loses on another, and training slows down.

Pick the one closest to money. Track the rest as secondary events if you want to see them in the dashboard.

Make sure the goal is actually tracked

A goal Luria can't measure is a goal it can't optimize. On Shopify, purchases are counted automatically from the app. On other platforms, make sure your thank-you page fires the conversion (automatically for URLs containing /thank-you, /thank_you, or /orders/, or manually with the JavaScript call). Leads, booked calls, and downloads always need the conversion call on the confirmation page, or the platform connected. See Verify your install and JavaScript events.

Changing your goal later

You can change the goal at any time. When you do, Luria re-baselines: it measures your page against the new goal for a few days before it starts testing toward it, because its existing evidence was collected against a different definition of winning. Expect the timeline in Training timeline to partly restart. Your Brand Brain keeps everything it learned; only the scoring changes.

So change it if the business changed. Don't change it because one week looked slow.

Next steps

• Verify your install
• How to train Luria
• Training timeline: day 0 to day 90
• Pricing and offers