# Goals

## Goals

**Goals** are the *primary outcome metrics* merchants choose to optimize in their experiments (e.g. **Conversion Rate**, **Average Order Value**, **Revenue per Visitor**). These drive test evaluation and lift reporting.

| Metric                    | Description                                                                | Formula                        |
| ------------------------- | -------------------------------------------------------------------------- | ------------------------------ |
| Clickthrough rate (CTR)   | % of visitors who navigated to a new page after seeing a tested experience | `Clicks ÷ Visitors`            |
| Add-to-cart rate (ACR)    | % of visitors who added to cart after seeing a tested experience           | `Cart adds ÷ Visitors`         |
| Conversion rate (CVR)     | % of visitors who made a purchase after seeing a tested experience         | `Conversions ÷ Visitors`       |
| Average order value (AOV) | Average revenue per order for a given experience                           | `Total Revenue ÷ Total Orders` |
| Revenue per visitor (RPV) | Average revenue per visitor for a given experience                         | `Revenue ÷ Visitors`           |

{% hint style="info" %}
**FAQ: I have a negative lift! Should I end my test?**

Do not be alarmed if your test lift is negative, especially if the minimum time requirement (3 days) and minimum sample size requirement (30 orders per test variant) have not been met. We recommend that you keep your test running, until you can identify clear and valid trends in the test data. If you have concerns about your test's lift, reach out to [Customer Support](https://docs.shoplift.ai/analyze/reports/broken-reference) for assistance.
{% endhint %}