The campaign overtime report tracks the cost of a campaign from the start of the campaign to the end of the campaign. The report tracks the following metrics:
- Last Sync Date Time and Next Sync Date Time
- Total and cumulative spend
- Total clicks and cost per click
- Total INQs and Cost Per INQ
- Total MQLs and Cost Per MQL
- Total SALs and Cost Per SAL
- Total MQOs and Cost Per MQO
- Total Pipeline Value and the cumulative E:P value
- Total Won deals and the cumulative E:R value
- Total lead value and the average pipeline value
- Data breakdown of each of the creatives codes for the campaign such as impressions, clicks, CTR etc...
General details regarding dates
Each chart is broken down on a daily basis by default and can be changed using the chart settings.
The date used to track the spend and clicks uses the click date of the advert however, the dates for leads that have entered into WMS work slightly differently. If the DigitalUniqueID is present in the WMS then the report is able to use the click date of the advert. However, if the DigitalUniqueID is not in WMS then the report has no way of knowing the click date of the advert and instead uses the created date of the process in WMS.
General details regarding Sync
Why does this report need syncing?
In order to generate the report, we get the data from different sources (Digital & WMS) and bring it together within a Data Warehouse. So, in order to ensure this data marries up correctly, we need to synchronise the data at a set time. This ensures that the calculations in the report are accurate. The report is synced on a daily basis.
Last Sync Date Time - This displays the last date & time the data was synchronised in the Data Warehouse.
Next Sync Date Time - This displays the next date & time the data will be synchronised in the Data Warehouse.
INQ to SQO dates
The total number of INQs / MQLs / SALs / SQOs for a given date is based on the date the lead was created, not the date it was moved to the relevant funnel stage.
Example: There are a total of 5 SQOs for 4th May, this means that there were 5 leads created on the 4th May and have since progress to SQO.
You might also notice that in some reports INQs and MQLs seem to “bunch up” and all be delivered on one day (e.g. May 4th). That is very strange, given the evenness of the campaign spend and clicks....
However this is quite easily explained!
The INQ to SQO dates are dependant on a process having a DigitalUniqueID. If the DigitalUniqueID is present in the process then the report is able to get the actual date of the contact clicking the advert and submitting the form. However, if the process does not have a DigitalUniqueID then the report has no way of joining to the AdSpend table so as a fallback we use the process created date.
The reason you see a large grouping of leads on days such as 4th May is because the leads are bulk imported into WMS from Salesforce. This means that you will see large groups of data aligned with the frequency with which EIMS bulk import data into WMS if the processes do not have a DigitalUniqueID.
... And we can avoid the "bunch up" of INQs and MQLs by using data sync to get the DigitalUniqueID for each record into the system as and when it is synced with the client system!