Last Updated: 6/17/19
In order to track Conversions that are driven by your campaigns you must first set a Campaign Goal. Read on for suggestions on how to determine your Goal, common Goals and their related Segments.
What is a Goal?
In Feathr, a Goal is the desired outcome of a marketing effort, most commonly the action you're driving your Target Segment to perform. The Segment you select for your Campaign Goal should be based on filters that match the activity you want your audience to do, such as registering for your Event.
How do Goals affect my Conversions?
Goals determine when Campaign Conversions are tracked. A breadcrumb is counted as a conversion if the person making the breadcrumb has interacted with the campaign in the past and the breadcrumb matches the filters in a Goal Segment. If your Goal is incorrectly set, your campaign conversions will not accurately reflect the value being driven by your campaign.
Requirements for Goal Segments
Any segment that uses Activity filters is eligible to be used as a Goal, although some configurations may be more useful than others. It is important to note that segments that are based on Attribute data gathered through Feathr CRM integration will not work correctly. Goals have to represent a behavior or activity that you want your audience to do, not an attribute or property that you want them to have.
The following examples are a few of the most common types of Goals we see for campaigns in Feathr and what their related Segments might look like:
If the Call to Action of you campaign creatives is directing targets to register, your Goal should be tracking who completes registration after interacting with the campaign. That Segment may look like the below which captures the registration confirmation URL:
Exhibitor or Sponsor Interest
If the Call to Action of you campaign creatives is directing targets to sign up for or inquire about booth space or sponsorship opportunities, your Goal should be tracking who completes exhibitor or sponsorship sign up after interacting with the campaign. That Segment may look like the below which captures the exhibitor inquiry confirmation URL:
If your campaign's Goal is to have your target fill out a form, your Goal can be any persons who have reached the 'Thank You' page that follows a submitted form. If the form does not have a unique confirmation URL the form submission can be captured using Feathr CRM integration.
You can view the success of each of your campaign Goals, by navigating to the campaign's Details page. Under the 'Performance' tab, you will find your conversions By Goal Segment. The conversion Goals are listed along with their respective number of conversions and the percentage of your audience who has fallen into each Goal Segment.
Do I have to set a Goal Segment to run my campaign?
No, you can leave the Goal Segment portion blank, however, you will not be able to track conversions or see your calculated ROI.