Last Updated 10/8/18.
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 the Segment that a user joins for the first time when they complete the desired action your campaign is driving.
How do Goals affect my Conversions?
Goals determine when Campaign Conversions are tracked. A person targeted by a campaign is considered 'converted' after they have interacted with the campaign creatives in some way and then complete the Goal, therefore matching the conversion rules. If your Goal is incorrectly set, your campaign conversions will not accurately reflect the value being driven by your campaign.
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 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 Advanced Segmentation.
! Goals cannot be based on imported email data. Why? Imported email data is a pre-existing group of users that cannot be joined by performing an action.
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.
Help! I have set my Goal Segment incorrectly and my campaign has already started running. Can you rerun my campaign to show the correct number or conversions?
Unfortunately, if your Goal Segment has been set incorrectly, we cannot rerun your campaign to reflect the new changes or retroactively count your conversions. Your campaign will begin to count the conversions associated with the new Goal Segment from the time you made those changes. We recommend contacting your Customer Success Manager if you have any questions setting up your Goal Segment before flighting your campaign.
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.