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Nicolai Stampfer's Overview for Regions and Campaigns Dashboard
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What does this dashboard measure?

This dashboard provides insights into:

- The pacing of key metrics against goals

- Business, channel, and campaign performance over time

- The lift of channels on MQL, pipeline, and revenue

- Campaign and ad performance for auditing paid activities

How can I use it?

This dashboard enables you to:

- Monitor campaigns across different regions in real-time

- Analyze the performance of various KPIs over time

- Drill down into metrics for campaigns and ads to enhance the effectiveness and accuracy of your audits

Overview for Regions and Campaigns Dashboard

Pacing per region

Managing campaigns across multiple regions with separate budgets and targets can be a daunting task, making it difficult to obtain accurate figures and track performance.

That's why this dashboard begins with reports that display the pacing of ad spend, pipeline, revenue, and ACV versus targets, providing a comprehensive overview of top-level key metrics and enabling you to quickly identify performance issues.

In this example, we can see that ACV is on track across both regions, and the revenue target is ahead of the budget spent for the month. However, a discrepancy is evident between NAM Pipeline and NAM spent. By easily viewing this data in one place, displayed as a gauge bar, you can quickly spot and address the issue.

This dashboard showcases two regions: NAM and EMEA. However, with HockeyStack's customizable reporting capabilities, you can easily track performance across different regions, countries, personas, company sizes, and more.

New Business Performance Over Time

Next, we have the New Business Performance Over Time section, which provides a detailed breakdown of critical data by month. You can customize the time range (e.g., Last 12 Months, This Quarter, Last Quarter, etc.) and date breakdown (daily, weekly, monthly, or quarterly). In this template, the Last 6 Months' time range is selected, allowing you to analyze the performance of key metrics over time.

Nicolai tracks the following key metrics:

- MQL: when someone books a demo call to see the product

- MBs (Meetings Booked): a critical metric indicating how many demo requests result in booked meetings, which reflects MQL quality

- MAs (Meetings Attended): data showing how many MQLs attend demo calls, indicating prospect intent and lead quality

- SQL: prospects who attended the call and are qualified by sales

- Pipeline and Pipeline ROI: essential metrics for Nicolai, a pipeline and revenue-focused marketer, to evaluate campaign effectiveness

- CWs (Closed Won Deals), Revenue, and Revenue ROI: three crucial metrics that demonstrate the effectiveness of campaigns, enabling Nicolai to adjust his marketing strategy and budget allocation as needed

By having these metrics in one place, broken down over time, Nicolai can easily identify patterns and make data-driven decisions to optimize his campaigns across regions.

New Business Performance by Channel

The next report in this dashboard is the New Business Performance by Channel, which utilizes a position-based attribution model. This model enables you to measure not only last-touch conversions but also the profitability of your channels, taking into account top-of-the-funnel activities that may not directly convert.

As a manager of multiple channels, Nicolai recognizes that paid media campaigns require ongoing monitoring and auditing. They are not set-it-and-forget-it initiatives, but rather dynamic entities that demand continuous attention.

Having a high-level overview of channel performance is crucial, as it facilitates not only reporting but also the identification of trends and patterns. This insight enables him to adjust his budget and strategy as needed, ensuring optimal campaign performance.

Lift Reports

Next, he tracks the uplift of each channel in terms of generating leads, pipeline, and revenue. Lift Reports measure the incremental impact of an action or property on conversion rates, such as how a specific paid channel affects MQL generation.

By creating these three reports, you can easily identify which channels have the most significant impact on lead generation, pipeline, and revenue. By comparing them side by side, you can also distinguish between activities that lead to pipeline growth versus revenue growth.

In this example, we see that Reddit has a 2.5x uplift in generating leads, indicating that accounts that interacted with Reddit Ads have a 2.5 times higher chance of becoming a lead compared to those that didn't interact with Reddit Ads.

However, Reddit does not appear to have a significant uplift in generating pipeline (it's not among the top 5 channels).

Campaigns, Ad Groups, and Ads performance

This dashboard concludes with a comprehensive view of key channels, campaigns, and ad metrics, primarily used for reporting purposes. This section provides a holistic view of in-platform metrics and their impact on your KPIs.

In this example, all channels and campaigns are aggregated, but you can easily use the search bar to filter the data and focus on specific channels or campaigns.

For instance, if you want to audit YouTube, simply type "YouTube" into the search bar, and the system will display only the data related to YouTube.

This feature enables you to access all the necessary data for auditing in one place, eliminating the need to navigate through multiple data sources and reports.

Here’s the Full Dashboard

About the author:

Nicolai is a Digital Marketing Manager working at Cognism, where he manages ads across DACH, EMEA, and North America.

His areas of experise are managing paid media across multiple regions and spearheading Youtube Advertising for B2B SaaS companies.

Nicolai Stampfer
Digita Marketing Manager at Cognism
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