Tracking a Metric in a Goal or Campaign

Overview

Ensure that your marketing activities are effectively tracking the expected results.

To maximize the effectiveness of your campaign, it's important to assign an expected outcome and allocate a budget. Whether you have created specific metric funnels or want to track common metrics from our default list, adding metrics to your campaigns and goals is a straightforward process. From the detailed view of a Goal or Campaign, simply click + Add metrics located on the right side of the screen:

A drop-down menu will appear, displaying all your available metrics. Standalone Metrics will be listed first, followed by metric funnels:

Select one or more metrics from the list, and you are ready to proceed!

Once you have selected the metrics, you can click each metric to set a target and enter the corresponding counts. Planful for Marketing will utilize this information to forecast costs and ROI.

Metric Drawer

The Metric drawer slides out from the screen's right side, operating similarly to campaign and expense group drawers, streamlining workflows. These drawers stack serially, allowing access to information in sequence. The Metric drawer manages three different aspects:

• Details
• Update/Update History
• Performance

Details

The Details tab offers various functionalities for managing campaign-related information.

• Created and Updated: It showcases non-editable dates at the top.
• Start Date: Users can select by clicking the date field.
• Key Metric: This section operates within the campaign drawer, and you can set it at the campaign level.
• Funnel: This metric displays the funnel's name, while standalone metrics default to N/A.
  
• Add Milestone: Allows input for milestone/target amount and ‘to be achieved by’ date selection, facilitating the addition of multiple milestones in sequence.
  
• Breakdown: The table displays campaigns, child campaigns, the last update date for each metric, current metric values, target metric values, and totals for both the campaign and any child campaigns contributing to the metric. 
• Notes: This section allows additional input.
  

Update/Update History

The display of columns in the Update/Update History section depends on recorded metric values over a given month. Columns include Date, Change in Value, Running Total, and Updated on. Only months with recorded metric values from child campaigns, integrations (e.g., Salesforce, Google, Facebook, LinkedIn), or manually entered data via the application are displayed.

Metric values are sourced from integrations like Data Connector, Salesforce, Google, FB, and LinkedIn, and also from manually entered data via the UI. Values from child campaigns are aggregated at the parent or goal level when the same metric exists in both the goal/parent campaign and its child campaigns.

When no recorded metric values exist for any month, the history grid appears empty, displaying only the column headers.

Performance

The Performance tab monitors metric performance, displaying crucial information such as the metric name, current value, performance, and target value. For currency metrics, the display consistently shows the currency (always utilizing the budget currency), while count metrics display only numerical values.

The CPO (Cost Per Outcome) and ROI (Return on Investment) tabs display each metric's current and target values.

• Current CPO
• Target CPO
• Current ROI
• Target ROI

Actions on each tile within this tab offer a user-centric experience:

• Clicking on a Metric tile prompts the display of the Progress Toward %metric% Target chart and a table (with the chart as the default view), excluding future months.
• Clicking on the CPO tile reveals the CPO chart.
• Clicking on the ROI tile reveals the ROI chart.

In cases where insufficient data exists to calculate CPO and ROI, the tab presents 0 values and displays empty charts.