When it comes to campaigns, successful conversion is typically the ultimate metric organizations 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 likely of the upmost importance to your organization.
Marketing Automation Professional (MA 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 MA 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
A Goal can be set when saving a campaign for the first time OR subsequently when managing it via the gear icon.
In the resulting dialog, expand the Goal Settings area and set the Set a goal for this campaign option to Yes. This displays the goal's criteria below.
Then:
- Set the percentage of contacts you're hoping to see convert to reach the goal.
- Select the Target Group contacts must belong to in order to count as a contact who has converted. You can base these goals on the Score that contacts 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.
- Click Save.
Update a goal
You can only update goals for campaigns that are In Progress (view these on the In Progress tab) on the Admin > Campaigns page.
From there, edit the campaign and click the gear icon.
Goal reporting
You can view the campaign reporting in either the Active or Archive tabs. Just hover over the campaign's menu icon and select Report.
On the Overview tab, you'll see a meter that shows you how close you are to achieving that goal.
