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Establishing filters, global goals, and campaign goals within Evergage helps you can monitor the results of a specific campaign as well as the impact of each campaign on your overall business goals. Filters and global goals can be used within campaign statistics and reports to gain different insights into campaign performance. There are several default filters in Evergage and you can also use any global goal as a filter. Global and campaign goals are built from segments already defined in Evergage. 

This article will give detailed information on global goals, campaign goals, and filters.

Filters

Strategy and Planning

There are several default filters you can use in reporting and campaign statistics in addition to any you’ve configured for your dataset. When you apply a filter, only the people who meet the filter category will be included in the metrics. For example, you can see how first time and repeat visitors performed for a campaign, so you can cater experiences to these different groups of visitors. Or, you can see if your campaign is performing well on all devices, or only mobile, or only desktop. 

Filters are recorded for all relevant activity starting from the time when they are created so it is important to plan ahead and create them before the activity you are hoping to measure occurs.

 

Sections included in this article

Create a New Filter

  1. Log into the Evergage platform as an administrator
  2. Create the segment you'll use as the filter

    Best Practice

    Create folders that logically group segments so you can find them quickly in Filters and Goals and in Campaign Statistics. For example, segments with members who have clicked through an email would all be in a folder named Email.
  3. Select SETTINGS
  4. Select Filters and Goals in the Setup section
  5. Select the entry field under Filters to see a list of segments organized by segment folder. You can type a partial name or scroll through the list
  6. Select the segment you want to add as a filter
  7. Click SAVE to save changes

 

Apply Filters in Campaign Statistics

Once you have selected the filter, the campaign statistics will recalculate to only the activity of visitors matching the selected filter. For instance, if you select the built-in filter "Computer" only the activity of visitors using a desktop computer will be included in the statistics shown.

  1. Select CAMPAIGNS
  2. Select the campaign and click STATISTICS
  3. From the Results Filter drop down, select the Filter to apply to campaign statistics for this campaign. The data will recalculate based on your selection

Apply Filters in Reports

There are several reports that give you the option to apply a filter. This provides you with a way to more granularly view data. For example:

  • If you want to see visit time and duration of customers who have purchased more than $100, you could view Visit Length in the Day and Time report, then create and apply a Purchase > 100 filter
  • You could also apply that same Purchase > 100 filter that you created to the Technology report to see what browser type is used by customers who purchase more than $100
  • Using the Revenue report, you could see the revenue from two different customer groups based on how they interacted with a specific email campaign or with all email campaigns

To view a report with a filter:

  1. Select REPORTS
  2. Select a report that includes the option to add a filter (listed by section > report name):

    • Visits > Behavior
    • Visits > Technology (shown at right)
    • Visits > Day and Time
    • Activity > Actions
    • Sales > Revenue
    • Goals > Comparison
  3. Click No Filter Selected to select from the list of available segments. The report will recalculate based on your selection

 

Global Goals

Strategy and Planning

Global goals are the primary actions you want visitors or users to complete on your website, SaaS app, or mobile app. For example, global goals could include completed a purchase, added to cart, downloaded or viewed content, or completed a form. A visitor or user completes a global goal when they join the corresponding segment. As a result, global goals typically are only achieved once by a user but a user could leave and re-join a segment, accomplishing the goal multiple times. Additionally, since you can pull offline data into segments, and segments are used to create global goals, you can also include offline goal metrics.

Once a global goal has been created, you can view how any campaign is performing against that goal as well as other site-wide reporting. Global goals are recorded for all relevant activity starting from the time when they are created. It is important to plan ahead and create them before the activity you are hoping to measure.

When thinking about global goals, it is important to consider your strategic company goals as well as any KPIs you are measuring on your site or in your business.

 

Create a Global Goal

Since global goals are created from segments, you must first create a segment defined with the criteria you want to use for the global goal. Any global goal can also be used as a filter.

  1. Log into the Evergage platform as an administrator
  2. Create the segment you'll use as the goal

    Best Practice

    Create folders that logically group segments so you can find them quickly in Filters and Goals and in Campaign Statistics. For example, segments with members who have clicked through an email would all be in a folder named Email.
  3. Select SETTINGS
  4. Select Filters and Goals in the Setup section
  5. Select the entry field under Goals to see a list of goals organized by segment folder. You can type a partial name or scroll through the list
  6. Select the segment you want to add as a global goal
  7. Click SAVE to save changes

 

Use a Global Goal in Campaign Statistics

Selecting a global goal in campaign statistics will display the total number and the rate of goal completions for that global goal. It also adds a corresponding graph of these values over time below the summary. For example: Select the global goal "High Value Customer". 10 visitors saw the campaign. Of those 10 visitors, 2 became a high value customer after seeing the campaign. The goal completions will be 2 and the goal completion rate will be 20%.

  1. Select CAMPAIGNS
  2. Select the campaign and click STATISTICS
  3. From the Goal Selection drop down, select the Global Goal to apply to campaign statistics for this campaign. The data will recalculate based on your selection

Campaign Goals

Strategy and Planning

Campaign-level goals are usually tied to very specific, narrow actions because once you set a campaign-level goal, any visitor who has reached the goal will not see the campaign again. One example of a good campaign goal is moving people through different audience segments. For example, once a visitor watches a getting started video, he would have completed the campaign goal of “Watched Intro Video” and would not see the message again.

How do you know if your goal is good for the campaign-level? Consider whether you want visitors to see a campaign again after achieving the goal. Typically, product purchase goals are not good at the campaign-level because any visitor who made a purchase would not see any campaign with that goal again. However, a specific form completion goal would work well at the campaign level because it is likely that you do not want visitors who have already submitted a specific form to see it promoted again. If you select a global goal as a campaign goal you can also choose "Goal Completions" as the "Measure of Success". If you do this, when viewing this campaign's statistics that global goal will be selected by default and goal completion statistics will appear first in the graphs.

 

Set a Campaign Goal

Remember, once a visitor is added to the segment you are using for a campaign-goal, he will no longer see any campaign with that goal.

  1. Log into the Evergage platform as an editor or higher (editor permissions are required for segment creation)
  2. Create the segment you'll use as the goal

    Best Practice

    Create folders that logically group segments so you can find them quickly in Filters and Goals and in Campaign Statistics. For example, segments with members who have clicked through an email would all be in a folder named Email.
  3. Create a new campaign or edit an existing campaign
  4. Select SETUP
  5. Select CAMPAIGN SETTINGS
  6. Click the Goal drop down and select the segment to apply as a campaign goal

 

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