Daniel,
The 'Personalizar columnas' function is to allow you to tailor which columns appear in the scorecard from those available. It does not allow you to modify names - that is what the UI strings Administrator is for.
It looks to me as though someone has activated the 'Use Measure type dimension' option on the Scorecard defaults page.
The result is that instead of being compared to your Target (Objetivo) you are comparing your Actual (Real) with the Actual value in the Operaciones dimension to calculate your Score (Puntuacion). If you set the Measure Type dimension back to default i.e. not activated then you should see Objetivo again.
Hope this helps.
Regards
Colin