One of the most important elements of Feathr campaigns are Goals. In this article, we'll learn what a Goal is, how it interacts with your data, and how to optimize campaign Goals to track success.
A Goal is any action you'd like your campaign to influence and report back to you as a conversion.
Goals are optional in Feathr, but they are the most meaningful way of tracking the ROI of your campaigns and the overall value of Feathr to your organization.
Goals = Conversions
When launching a campaign, you almost certainly have a desired end result in mind. If your goal is quantitative, such as a number of event or membership registrations, it's useful to be able to translate it into visible data. With a properly configured campaign goal, you will know exactly how many registrations your campaign influenced.
Registration, however, is just one common example. Any action can be tracked as a goal provided that your Feathr Super Pixel is present on the page where that action occurs.
When identifying a Goal in a Feathr campaign, you are telling Feathr two things:
- What action you'd like to define as a conversion for that campaign.
- What dollar amount one conversion is worth to you.
As long as you have a properly configured Goal, Feathr's campaign reporting tools will tell you:
- How many conversions the campaign earned.
- The total value of those conversions.
- A list of each unique conversion, providing insight into the digital "journey" of everyone who converted.
We'll discuss how to properly configure your Goal, but first...
What's NOT a Goal?
There is no need to configure a goal for any activity that your campaign already tracks by default. Stats such as ad clicks and page views are integral to any campaign regardless of its goal, and your Campaign Report will always provide that data.
A Goal should be an additional action beyond what is reported to you by default. Take a look at this article about Campaign Reports to learn about everything your report will tell you, even if you have not established a specific Goal.
Goals and Segments
In Feathr, goals must be in the form of a Segment. If you're not familiar with Segments in Feathr, you can learn about them here.
Whatever your goal is, you will need to build a segment that matches the criteria of your goal. That gives Feathr two crucial pieces of information that allows conversion tracking:
- Who has met the goal criteria.
- Who among that group has seen or clicked on ads from your campaign.
If your campaign goal is to increase event registrations, first you will build a segment of confirmed attendees, then apply it as the goal segment in your campaign. That way Feathr can connect the two dots above and know that your campaign is reaching its goal.
A segment defined as anyone who has landed on the registration vendor's confirmation page since reg opened.
The above segment applied as a Goal within an upcoming ad campaign. Configured this way, Feathr can report
A Goal-meeting Story
While browsing the web, Dylan sees an ad for a conference. This reminds Dylan to register to attend before rates increase.
Dylan clicks the ad. Because the Super Pixel is embedded in every Feathr ad, Feathr knows Dylan clicked.
Dylan then submits a registration, pays $399, and ends up on a confirmation page. Because the Super Pixel is embedded on the confirmation page, Feathr knows Dylan registered.
In Feathr, Dylan becomes a member of a segment called "Confirmed Registrants" because the Feathr user, Jordan, has created a segment with the criteria of anyone who lands on the confirmation page.
In the Feathr Campaign, Dylan's conversion is added to the campaign report and the campaign's ROI increases by $399. This is because the Jordan identified the "Confirmed Registrants" segment as the campaign's Goal, and told Feathr what each conversion is worth.
Now Dylan is happy to have saved money by registering before rates increase, and Jordan is happy because the campaign goal is being met.