What can I set a goal for?

Five measures you can set today: revenue, active customers, cost per lead (lower is better), ad spend, and monthly expenses (lower is better). One active goal per measure, each with a baseline, a target and a date; progress is read from your real numbers as they land, never typed in. Google rating and review count goals need a Google Business Profile connection, which isn't available yet, so they can't be set today; one made earlier shows a dash and says it isn't tracked, never a zero. Hitting one is called out on the page rather than passing silently.