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Goals live under Data management → Goals, not in Settings, and that placement is deliberate: a goal is data you maintain as your business changes, in the same sense your costs are, rather than something you configure once and forget. Every report reads them.

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Creating one

1

Name it and pick the event

Give the goal a name your team will recognise in a report, then choose the event that counts as the conversion. The event is the only required part.
2

Narrow it, if you need to

Add filters so only some occurrences of that event count — orders above a value, or from one country. See Goal filters.
3

Say what it is worth

Add named values, such as revenue or units, that the conversion carries. Leave them empty for a count-only goal; the count is always computed either way.
4

Set a category

The category groups the goal, and it is also the key used when forwarding conversions to ad platforms. See Forwarded conversions.

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Changing a goal later

Goals are editable, and reports recompute against the current definition. That is usually what you want, but it means a report you ran last month can change if you change the goal it counted through — so a substantive change is often better as a new goal than an edit.

Goals

What a goal is made of, and how counting works.