In a previous post, Report of the Day: Campaign Performance Summary, I showed you how to create a basic report to answer the question, “How are my campaigns performing?” Today, I want to show you how you can take that report and put it on steroids to look at campaign performance in different ways.
One way I like to look at campaign performance is by Campaign Type. I use Campaign Type as a logical grouping of different campaign tactics. You might have Campaign Type values of Contact Us, Direct Mail, Email, Inbound Inquiry, Online Advertising, Public Relations, Trade Show, Webinar, Web Site. You can think of these Campaign Types as relating directly to the Marketing lead source values that you’re using.
You can take your existing Campaign Performance Summary report and add the dimension of Campaign Type to see how your various campaign tactics are performing.
To do that, open your existing report, and:
- Click Save as and give the report a new name, Campaign Performance Summary by Campaign Type
- Click Customize
- On the left-hand navigation menu, scroll down and select Campaign Type and drag it to the far left column of your report
- Click Run Report
You should now see your Campaign Types with each campaign associated with them on the left side, and your campaign responses for each month by campaign. The report will summarize the total responses by Campaign Type for you.
I also like to look at campaign performance by group, i.e. was this an Inbound, Outbound or Nurture campaign, to help me understand which groups perform best. An Inbound campaign would be one that originated on my web site – any content I post on the web site behind forms would be considered inbound. I create a campaign for each of these web site assets. An Outbound campaign would be a trade show, webinar produced with an outside vendor or online advertising — essentially any campaign that I paid money for. A Nurture campaign is one in which I am promoting offers into my existing database via drip programs.
To track this, I create custom SFDC fields in Campaigns and Leads called Campaign Group, with picklist values of Inbound, Outbound and Nurture. I also need to create this field in Pardot. I add the field as a completion action on all of my forms and as a field in all imports into Pardot.
To view your campaign performance summary by Campaign Group, just edit the report we created above and replace Campaign Type with Campaign Group.
If you’d like to learn more about how we can help you build campaign reporting, please contact us. We’re happy to help!
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