Although the Sleep goal is consistent for everyone, your friends may have distinct goals for Steps, Active Calories, Training, and Water. The goals assigned for each performance indicator are determined by artificial intelligence, which employs a machine learning algorithm (Smart Goals) that considers several factors to establish your individual goal.
These factors include your age, gender, and body mass index (BMI), your tracker's type (Apple Heatlh, Fitbit...) and most importantly your prior activity patterns. Additionally, the algorithm examines the achievements of other users with similar profiles to help determine your numbers.
When you see "Ultimate Goal" on a card, it means you have reached the goal that suits you body best. The Ultimate Goal is also different from one user to another and it's basically based on your age, gender, and BMI.