Successful conversion is generally the ultimate metric marketers hope to achieve. This could be a registration, a volunteer commitment, a dues renewal, an upgrade purchase, or a new donation. Being able to keep an eye on that key directive is becoming increasingly important to organizations.
Marketing Automation Professional campaigns support goals, which help you set custom benchmarking. You can even use queries from an integrated database to set goals that are based on items your integrated database is tracking that Marketing Automation Professional may not be.
After establishing the group participating in the campaign, and then comparing that to those who converted, the percentage is available for reporting.
How to set a goal
When saving a campaign, you'll see the Set a goal for this campaign option. Set this to Yes to expand the goal's criteria below.
- Set the percentage of subscribers you're hoping to see convert to reach the goal.
- Select the Target Group subscribers must belong to in order to count as a subscriber who has converted. You can base these goals on the Score that subscribers have achieved, their persona, and activity like click and open rates. You can also use Target Groups that are dynamic queries being sent over from an integrated database.
- Enter a brief description of the goal that you hope to achieve.
- Click Save.
You can only change the goals for campaigns that are In Progress (view these on the In Progress tab) of the campaigns view. From there, edit the campaign and click the Settings (gear) icon.
You can view the campaign reporting in either the Active or Archive tabs.
Once viewing the report, you will see a meter that shows you how close you are to achieving that goal.