The goal is the desired result that you want to measure performance against when viewing intelligence. You can set an optimization goal during the campaign launch process. (Eg. Purchases, On-Facebook Leads, Link Clicks, Reach, etc.) - but choose to view your results using any other metric as the main KPI after a campaign is launched. Marpipe provides access to all available metrics from Facebook including the custom columns.
Change Campaign Goal
Go to Intelligence
Select Campaign or Insights, depending on what you want to explore.
Select the Goal dropdown on the top action bar.
Select Goal from all the available options and you'll see the table is updated.
Notes
The intelligence table is always sorted by the selected goal.
The percentage change column always responds to the selected goal.
Statistical Significance analysis and Impact are determined using the selected goal.