Build the dash using the Manual and answer questions like:
- Are we hitting our targets for pipe gen / campaign influence to meet forecast targets?
- Are our leading indicators at TOFU and MOFU trending and pacing the right way?
- Are our lagging indicators trending and pacing the right way?
- Should we increase / decrease / maintain budget?
- If we notice problem areas or positive indicators - what next? How do we dig a layer deeper to start diagnosing next steps or determining next steps?
Key takeaways:
- Build your dashboard with reports that show leading and lagging indicators for all paid social campaigns.
- On a daily basis, review your dashboard for anomalies in the data (PRO TIP and anomaly is where the spend doesn’t match the resulting KPIs)
- Follow the anomaly down the lifecycle (the life cycle is comprised of each funnel stage and the corresponding KPIs)
- If you see green flags through the lifecycle
- Consider adding spending
- Dig into the campaign and identify what’s working
- Replicate what’s working across other, struggling campaigns, or brand new campaigns
- If you see the following red flags readjust spend or stop spending altogether - DIG IN!
- Monitor for low ICP match that doesn't translate to MOFU or BOFU results
- 0s anywhere in the lifecycle in the uniform model
- TOFU and MOFU metrics are way down compared to spend when comparing against the previous period
Action on the green or red flags every 4-6 weeks. That said, if you see something, say something. No need to waste spend if it’s obviously a dud.
