I prefer the nutaku version. in the "normal" one i got stuck with my daily quests cause i opened all pictures of my favorite tag and would have to spend crowns to change it to another...
The goal is the same as in other clicker/idle games: keep improving your stats and get as far as you can. The game doesnt really motivate you to push further though. From what ive seen most ressources are much easier to farm on lower levels. Its incredibly hard to progress at lvl 100+ and you dont really gain anything from it...
They need to work on that or people will wont keep playing for long.