Welcome! I can’t tell you how valuable it is to answer questions like this (or, even better, see veterans’ answers – I don’t want to make others shy to jump in on such questions) because we learn so much about how to make Beeminder less confusing and off-putting to newbees (which our business very much depends on).
So, let me take initial stabs at answers, and please keep asking!
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Deadlines and end dates. You can set the end date of the goal with the Road Dial right under the graph. And what we refer to as the deadline is the time of day that you have to have your datapoint on the Yellow Brick Road each day. There’s a link to change that next to the countdown timer above the graph.
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Daily vs weekly. First thing to clarify is that this is just cosmetic – “3 per day” is equivalent to “21 per week”. But if it’s easier to think in terms of daily instead of weekly, the option is in Terrifyingly Advanced Settings (and shouldn’t be; thank you for the reminder that settings need to be reorganized!).
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Yellow Brick Road sloping up. This is a common point of confusion and I’m failing to find a concise explanation in the Newbees post or the FAQ so thank you again for asking about this! Wait, here it is, in the Glossary entry for “Do More”. Short answer is that, no, an upward-sloping Yellow Brick Road doesn’t mean that the rate – the amount you’re doing per day or per week – is increasing. What’s plotted on the y-axis is (for standard Do More and Do Less goals) your cumulative total.
Does that help?