We examined achievement goals measured by self-reports and by traces (behavioral indicators) gathered as undergraduates used software tools to study a multimedia-formatted article. Traces were operationalized by tags participants applied to selections of text and hyperlinks they clicked in the article. Tags and hyperlinks were titled to represent achievement goal orientations. Self-reported goal orientations did not correlate with goals traced as actions. In separate regression models, traces of goal orientations were stronger predictors of achievement than self reports. We suggest future research include traces in studies of achievement goals because traces reflect proximal events that comprise learning activities that can supplement static orientations that are operationally defined to be indifferent to the dynamics of learning activities. (Contains 3 tables and 1 figure.)