Its strength is in setting very specific areas to develop, & crediting things done well.
As a secondary English teacher who's been involved in AfL/APP from the outset, I find it hugely useful.
More importantly, so do the kids - I've just returned assessed pieces of work to years 7 & 9, & they do like the way we give feedback - it's an A4 sheet of assessment focuses with the areas of attainment highlighted, & a cover sheet with their attainment, their target, & a comment on their work. It sounds an awful lot more cumbersome than it is.
It does encourage progress - students can quickly see, for example, that they structured their work in paragraphs but they need to work on making links between those paragraphs, so that the whole piece of writing 'flows'. It's the best way of communicating to students HOW they can improve that I've come across in 10 years' teaching.
& yes, calling it 'level 5'is pretty crude, but it's effective - I routinely now get students assessing each others' work & saying things like 'you'd really need to include more persuasive techniques to get a level 6 here'...it encourages reflection.
I really don't like giving feedback that just says 'well done' - I wouldn't thank you for it myself; I'd want to understand what I'd done well & what I needed to do next.
I do do individual cover sheets for all assessed pieces - I've got a blank on Publisher & use the office clipboard to cut'n'paste comments. So to a degree, yes, some students within a group will have similar or identical targets. It also informs ME - if I'm pasting 'try to comment more on the structure of the text' for the 20th time, then I need to ensure our next piece of work focuses closely on structure, because obviously my teaching has missed the mark there.
I've started printing out two copies - IME students like one to take home & show their parents.
So yes, I do set 'goals' for individual children & I think it's fairly routine to do so.