Objectives

An Objective defines the business outcome a Signal optimizes for. Every Audience Signal and Conversion Signal is linked to an objective, and Innkeepr’s causal engine ranks users by their predicted incremental impact on that objective. Common objectives include conversion likelihood, customer lifetime value (CLV), lead qualification, and other custom outcomes built from tracked events or calculated traits.

Objective Definition

Here’s an example objective definition:

{
  "name": "New Customer Revenue",
  "events": ["checkout_completed"],
  "filters": [],
  "aggregation": "value",
  "target_trait": "order_value",
  "direction": "maximize",
  "per": "user",
  "horizon": "30d"
}

Field	Type	Description
`name`	String	Name of the objective (freely definable)
`events`	Array	Event types (e.g. `checkout_completed`) used to calculate the objective value
`filters`	Array	Optional filter conditions to narrow the objective to relevant events or users
`aggregation`	String	How the objective value is aggregated across matching events — `count` (number of events) or `value` (sum of a trait)
`target_trait`	String	Required when `aggregation` is `value`: the numeric event property to aggregate (e.g. `order_value`)
`direction`	String	Direction to optimize for: `maximize` or `minimize`
`per`	String	Aggregation level: `user`, `session`, or `group`
`horizon`	String	Observation window over which the objective is measured

Note: Filter syntax is documented separately. Multiple objectives can be defined and versioned independently, and filtered by additional traits — for example “CLV for new customers in EU markets” or “7-day retention from paid social traffic.” Multiple objectives can run in parallel for different signal strategies.

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Objective Definition

​Objective Definition

Objective Definition