What are Goals in TapClicks?
Goals is a feature in TapClicks that helps you monitor and stay informed about the progress of your campaigns, allowing you to adjust your strategy if your goals are not being met.
While each ad has specific objectives, all ads generally have one of three goals: 1) to inform, 2) to persuade or 3) to remind customers about your brand or product. During the campaign, it is essential to set goals and monitor them continuously.
There are multiple metrics available when creating a new goal. You can select metrics per your campaign needs. Some examples of common metrics include the following:
- Page Likes
- Page Views
Set short-term, manageable goals and be flexible and make changes as needed.
An Example of Using Goals in TapClicks
Every metric has a specific purpose. As an example, if you're running a campaign with a goal to get 10k impressions in six months, rather than waiting until the end to assess your results, it's better to create an interim goal by using the impressions metric. Set the benchmark at 900 impressions for the first 15 days. After completing that period, take a look at the results. If your goal results meet the target, you don't have to do anything. If not, revisit your campaign details and change the campaign strategy.
How to Create a New Goal
1] Login to TapClicks and on the Reports menu, click Goals.
2] To create a new goal, in the upper right click the Add Goal (i.e., plus sign) icon.
3] You are presented with the New Goal screen. First, click on the association you want for this goal. You have four choices:
- Client Group
- Business Unit
- Instance Wide
4] From the dropdown menu that appears immediately below, choose the specific association you want.
5] Click on the metric you want for this goal. You have three choices:
6] In the lower left click Next.
7] Click on a data category. You have three choices:
- Data Source
- Smart Campaign
8] From the dropdown menu that appears immediately below, choose the specific data category.
9] From the next dropdown menu that appears immediately below, choose the data view.
10] From the third dropdown menu that appears immediately below, choose the metric you want the goal to be based on.
|NOTE: You can search for the metric by scrolling through the list or searching by entering the term into the upper textbox. Search results appear automatically.
|NOTE: If you were to create the goal as is, you'd be looking at the totals the client has for that particular metric, which you may not want to do. Perhaps you only want to see the data for specific a campaign or certain ads or a specific gender. You can create those goals by filtering the data.
11] To filter the data, click Advanced Filter.
12] From the Group by Dimension dropdown menu that appears immediately below, choose the dimension you want to use to filter the data.
13] From the new dropdown menu that appears immediately below, choose the specific filter criteria for the dimension chosen above.
|NOTE: If you change your mind about the filter, you can always remove it by clicking the "x" to the far right of it in the dropdown menu.
14] Click the Next button at the bottom. You're taken to the Goal Definition page. The goal you just defined should appear at the top.
15] Enter a target amount for your goal in the Goal Target textbox. Commas are not required.
16] Click in the Date Range box and a calendar appears.
17] Click on the first date as the start date for your goal and a second date as the end date for your goal and then click the Apply button.
|NOTE: Now that you've established the parameters of your goal, you can set performance indicators that give you a visual indication of how well you're tracking toward your goal during the date range. With these indicators, you'll know whether you're on-pace (green), at-risk (orange), or off-pace (red). To help you, TapClicks calculates an underperforming goal target and an exceeding goal target as upper and lower bounds of acceptable performance. The process of using these indicators to continuously evaluate your performance is referred to as pacing.
18] Evaluate the underperforming goal target and decide whether it's good or bad.
19] If it's bad, leave it as is. If it's good, click Good. The button is highlighted in green.
20] Repeat the process for the exceeding goal target.
|NOTE: You can set both upper and lower limits to "bad" and you can set one to "bad" and the other to "good" but you cannot set both to "good".
21] Under the performance indicator buttons click Advanced Customizations.
|NOTE: Advanced Customizations enables you to put an acceptable variance around both the underperforming target and the exceeding target.
22] To set an acceptable underperformance variance, slide the Lower Threshold button to the On position and enter the acceptable underperformance value in the textbox below.
23] Repeat for the Upper Threshold.
24] Click Next. You'll see the visual performance of your goal.
25] Click Save at the bottom.