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.
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.
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.
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:
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.
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.
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%.
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.
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.