The following FAQs provide additional context on Campaign Performance Indicators and how they work.
Q: What are campaign performance indicators?
A: We understand the need of our customers to measure the success of their campaigns. Therefore we leave no stone unturned to bring you the most valuable analytics and actionable insights wherever possible. Campaign Performance Indicators or CPIs is an initiative to help our users understand their campaigns’ performance, empowering them to take self-serve decisions at improving delivery.
CPIs continuously monitor your campaign’s delivery status and forecast how much of the total budget is expected to be spent by the end of the campaign.
Q: What CPIs are available on the campaign dashboard?
A: Select from the following metrics columns by clicking the Modify Columns button and checking/un-checking the boxes beside each option.
Form-Fill Conversions indicate how many form-fills were influenced by this campaign.
Q: How can I use the indicators to improve my campaign delivery?
A: The Performance Analysis card is a new section introduced within the Performance tab to help you learn about your campaign’s delivery. The card will keep detailing itself with estimated delivery, potential reasons and suggestive optimizations as your campaign starts to under perform.
Campaign Phases: This section will guide you through the different phases of your campaign as it progresses. It will also highlight the delivery status of the campaign that indicates the pace at which your campaign is exhausting it’s daily max budget. Delivery status helps monitor the performance of the campaign.
Estimated Delivery: This is a possible indication of the spend that can be expected from your campaign upon completion. In case of evergreen campaigns or campaigns with ‘no end date’, the platform will provide projected number of days the campaign will take to exhaust the entire budget, instead of estimated delivery in $.
Potential Reasons: If the campaign is under performing , the platform may indicate possible reasons that could be impacting delivery, based on your configurations.
Recommended Optimizations: All potential reasons with be backed with a suggestive optimization that can help you fix your campaign delivery before reaching out to your respective CSM for help. The user will also be guided on the right time to reach out to the respective CSM for advise.
Q: What are the different campaign phases?
A: A typical life of a campaign starts from prepping for launch, getting ad creatives approved for delivery, execute campaign goals and end after accomplishing the set objectives. We have broken out the different phases of your campaign to help you learn the progress and take appropriate actions to reach your target.
Campaign Phases | What does it mean? |
|---|---|
Scheduled | This is the phase when a campaign is scheduled to start anytime in the future. |
Launch | During this phase the campaign will be setup and launched for delivery. Note that analytics will be reported after 24-36 hours of launch. This provides time for: ad creatives to go through audit, campaign to start serving impressions, 6sense receiving and processing logs. |
Launch Aborted | During the launch, if you chose to deactivate the campaign for any reason, the system will abort launch. |
Monitoring | After Launch is complete, when the campaign starts delivering, it moves into Monitoring phase where the platform continues to track delivery to provide better budget exhaustion forecast. |
Creative Audit in Progress | After the launch, the platform simultaneously runs creative audit approvals to fetch additional inventory for better delivery. Note that ad creatives can still run on publisher sites that do not need audit approvals. However, there will be very limited inventory. |
Creative Audit Failed | If the creatives fail the audit approval process, the platform will inform you at this stage to take immediate action and fix them. |
No Delivery | Post launch, if the campaign does not register any delivery, it moves into this phase. Our campaign operations team steps in at this point to review the setup and get the campaign started. |
Steady Delivery | This is one of the delivery statuses that indicates the pace at which your campaign is spending budget. Steady delivery suggests that the campaign delivery is healthy and will exhaust >85% of the budget upon campaign completion. For campaigns with no end date, Steady Delivery indicates that the campaign delivery is >85% of the daily spend cap. This means the campaign will deliver in the expected timeframe. |
Under Delivery | An Under Delivery indicates mediocre performance suggesting a budget exhaustion rate between 50% to 85%. For campaigns with no end date, Under Delivery indicates that the campaign delivery is between 50% to 85% of the daily spend cap. This means the campaign will take slightly longer than expected to deliver the entire budget. |
Low Delivery | A Low Delivery indicates a campaign’s struggle for inventory. It’s important to review campaign configuration settings like daily budget, max bid cpm, frequency capping, persona targeting, etc. For campaigns with no end date, Low Delivery indicates that the campaign delivery is <50% of the daily spend cap. This means the campaign will take considerably longer time to deliver the entire budget. |
Overpaced Delivery | An Overpaced Delivery indicates that your campaign is spending more than it was supposed to during the time period and therefore could run out of budget before the scheduled end date. The platform will proactively inform you about the projected number of days the campaign will end in, so that you have sufficient time to take any action (if needed). |
Delivery Paused | A campaign can run into a ‘Delivery Paused’ state when it has – No Active Accounts – If the segment tied to the campaign, no longer has any active account membership, the campaign may not be able to deliver as there is nothing to target. No Active Ads – If all the ads of an active are deactivated from source, the campaign will not be able to deliver anymore. |
Q: What are the different reasons for my campaign’s underperformance and how can I optimize them?
A: Here’s a list of possible reasons:
Potential Reason | What does it mean? |
|
|---|---|---|
Low Max Daily Budget | If the campaign is paced lower than the optimum, the platform will immediately draw your attention to increase the max daily budget to an optimum level, making sure that the campaign is given enough opportunity to make up for the leftover budget by the end of the day. However, it is important to know that just increasing the daily max budget will not necessarily increase the spend exponentially. When the campaign’s delivery rate is significantly low, it’s important to review your bid CPM rate in order to increase the chances of winning the ad inventory. Alternatively, the platform will also provide a projected end date for extending the campaign in order to exhaust the entire budget, if you do not wish to increase the daily spend cap. | Consider increasing the daily budget or spend cap to the suggested level for better delivery opportunity. Additionally, consult your respective CSM to check if your campaign needs a revised bid rate. |
Low Max Bid CPM | ABM campaigns are generally hyper targeted and we suggest to not lower the bid CPM rate less than $4 to ensure the campaign has better chances of winning ad properties across publisher sites. | Consider keeping the max bid rate at $4 to begin your campaign. |
Low Frequency Cap | This refers to the max number of impressions shown to the user per day. In B2B industry, the customer journey is fairly long from ‘awareness’ to ‘decision to purchase’ along-with having multiple stakeholders for decision making. Keeping the ad more frequently in-sight is helpful. | We suggest an optimum cap of 3 to 5/user/day if the delivery rate is not improving. |
Limited EU Inventory | Due to GDPR enforcement, it’s likely to have limited EU inventory for delivering targeted ads. | Refer to IP Targeting in the EU for more details. |
Low Inventory | If the campaign has been under performing for a while and none of the above mentioned configurations are working to uplift performance, it’s quite possible that your campaign is extremely hyper-targeted and not able to fetch any relevant inventory for delivering ads. | Consider disabling profile targeting or loosen up the rules. |
Creative Audit Failure | Campaign Requires Attention! | Refer to FAQ: Fixing Creative Audit Failures |
No Active Ads | Campaign Requires Attention! | Activate ad placements for delivery. |
No Active Accounts | Campaign Requires Attention! | Consider changing segment definitions to add more accounts. |
Running Out of Budget | Campaign may Require Attention! | You may consider reviewing the campaign. |
Out Of Budget | Campaign Requires Attention! | You may consider re-loading the budget or reviewing the setup. |
Q: When do I know that my campaign needs immediate attention?
A: When the campaigns have run into any failures that will impact delivery and performance, the platform will immediately highlight them to you with appropriate suggestions.
Campaign Failures | What does it mean? | How can I fix it? |
|---|---|---|
Creative Audit Failed | Creative assets are examined before they are considered appropriate and eligible for being placed on a publisher ad property. Creatives are validated against certain criteria before being passed and if they fail the audit approval process, the platform will inform you at this stage to take immediate action and fix them. | Refer to FAQ: Fixing Creative Audit Failures |
No Active Ads | If all the ads of an active are deactivated from source, the campaign will not be able to deliver anymore. | Activate ad placements for delivery. |
No Active Accounts | If the segment tied to the campaign, no longer has any active account membership, the campaign may not be able to deliver as there is nothing to target. | Consider changing segment definitions to add more accounts. |
Out Of Budget | If an active campaign has run out of budget before time, the platform will give you the sign. | You may consider re-loading the budget or reviewing the setup. |
Running out of Budget | If a campaign is nearing budget, the platform will proactively inform you with a warning sign. | You may consider reviewing the campaign. |
Q: How can I be notified about my campaigns that require immediate attention?
A: Whenever your campaigns run into a failure, you will not only be notified within the platform but also through an email alert. Note that the email notification will be received only by the respective campaign creator.
Q: When do analytics refresh across all my campaigns?
A: The analytics across all the campaigns within an organization are refreshed once in every 24 hours. The ‘Analytics Last Updated’ timestamp will inform you about when your campaign’s analytics were last refreshed as per your local time zone.
Q: Why does my campaign’s estimated delivery fluctuate ?
A: The campaign spend rate or budget exhaustion rate is calculated with each passing day. Minor delivery fluctuations can be expected due to variations in bidding costs. Any change in the campaign’s configuration may also result into a noticeable fluctuation in the estimated delivery.
Q: Why does my campaign over-deliver?
A: All our campaigns deliver in UTC time zone. Hence, if you are running campaigns from a different timezone that falls behind UTC, expect a spillover of upto a few hours that will be reported on the following day after the campaign has ended.
Q: Do the ad creatives get audited before launch of my scheduled campaign?
A: Yes, ad creatives are audited after the campaign is setup regardless of campaign flight dates.
Q: Why is >85% delivery rate considered as a ‘Steady Delivery’?
A: ABM campaigns are hyper-targeted for precision. Adding more layers of targeting can make campaigns struggle for inventory to deliver targeted ads. Your campaign is considered healthy enough if it’s able to stick to 85% or more of budget exhaustion rate / delivery rate.
Q: Why are there no suggestions for certain campaigns with ‘Under Delivery’?
A: The platform looks at basic campaign configurations like bid rate CPM, Frequency caps, Country targeting, Profile targeting, Pacing calculations for making optimization suggestions. If the campaigns meet all the targeting benchmarks but have niche profile targeting criteria, it may struggle for inventory. At this point, such campaigns need human intervention for customized suggestions.
Nonetheless, the platform continues to provide delivery forecast to keep the users informed about performance in order to take any proactive decisions (if needed) to improve delivery.
Q: Why has my campaign status tagged with ‘Low Delivery’ even after exhausting all the budget?
A: Evergreen campaigns or campaigns with ‘No End Date’ generally run until the entire budgets are exhausted. However, exhausting 100% budgets does not imply that campaign performance was overall steady or good. The platform monitors the rate at which the campaign is delivering and averages out to a delivery status depending on daily exhaustion rate. In case of ‘Low Delivery’ status, if the average daily spend rate is less than 50% of the set spend cap, the performance of the campaign is considered to be ‘low’ or below average. This also implies that the campaign took considerably longer time to exhaust the entire budget.