# Step 2: Create your program rules

Your program depends on the pairings of goals and actions to appropriately reward your referral participants. Together, these goals and actions form [program rules](https://help.impact.com/en/support/solutions/articles/155000001026-advocate-program-rules-explained).

First you’ll need to set goals. A goal is your desired target user behavior. The goals you set will depend on your program and the outcomes you want to drive. This can apply to both your customer advocates and the friends they refer. At least one conversion goal is required for every referral program.

Next come the actions. Actions are tied to specific goals. When the participant achieves a goal, an action (like issuing a reward) is triggered.

Rewards are used to motivate your customer advocates and their referred friends to take part in your referral program. Once you have your goals and actions in place, you’ll want to [create your rewards](https://help.impact.com/en/support/solutions/articles/155000001413). Rewards can be customized and made available across all of your referral programs (global rewards) or to only one program (program-specific rewards).

The next step would be to specify your referral landing page. The landing page is where referred friends will be directed when they click on an advocate’s share link. You’ll need to set up your [program share options](https://help.impact.com/en/support/solutions/articles/155000000322) too. Referral codes, share links, and message links are the main methods your customer advocates use to refer their friends.


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