For experiment results to be readable, goal names need to be short. Unfortunately, it can be difficult to describe a goal accurately in just a few words.
For example, I am currently setting up a goal that tracks wiki edit submissions, but only on certain pages. The name "Edit submission" is misleading, because not all submissions count. A longer, more descriptive goal name would be better, except that this would make the results page difficult to read—long names cannot be easily skimmed and when a goal name is long, scrollbars appear and part of the name is hidden.
An optional goal description would allow an experiment creator to share additional detail without hurting readability.