You got the gist of what Marketing Performance Management is from this article, now let’s dive a little deeper to understand how to navigate and read the data. You will have two different views available for each performance tab: Table and Chart.
Whenever you open the Performance tab, no matter which level you are viewing, you will be brought to the Performance table. However, the level that you are viewing will determine the data that will be displayed.
At the Organization level the table view will show you performance by Advertiser.
At the Advertiser level the table view will show you performance by Campaign for that Advertiser.
At the Campaign level the table view will show you performance by placement for that Campaign.
At the Placement level the table view will show you an overview of performance for that placement.
Here you will be able to view a grid of performance data for the particular level you are viewing. The grid includes name of the applicable level (Advertisers, Campaigns, Placements), Period Start & End, and a full list of associated KPIs (including both cost and quantity). The table view can be filtered to only include information that you want to see (see Filters section of this article).
To get more detailed information for a particular KPI hover over the emoji (see below for more about emojis) to view:
- Cumulative Goal
- Period Goal
- Cumulative Actual
- Period Actual
You will also be able to click the "see details" button to bring you over to the chart view for that particular KPI. Each performance table will also give you a total row for the view you have selected to see how your doing overall for the Campaign, Advertiser or your Organization as a whole.
You can download the table view into an Excel file by clicking the download button just to the right of the filter options. Any filters that you have applied will carry through to this export.
Emojis appear both in the table and chart views, they allow you to get an idea of how a KPI is performing at a glance. If the emoji is green and looks happy, you guessed it, this means you’re doing well. On the other end of the spectrum, if the emoji is red and looks angry ... things are not going so well.
Here is a breakdown of what each emoji represents (colors/faces are based upon pacing percentage):
|Pacing Value||Color Code||Emoji|
|pace > +25%||green|
|+10% <= pace < +25%||green|
|0% <= pace < +10%||standard (dark gray)|
|-10% < pace < 0%||standard (dark gray)|
|-25% < pace <= -10%||yellow|
|pace < - 25%||red|
Performance filters allow you to narrow down the information that you are seeing to fit your needs. These filters can be applied to either the Table view or Charts view. Available options:
Currency Chooser - select the currency that you would like to apply to your performance view. Campaign currency will be the default.
Granularity Chooser - select the granularity of reporting that you would like to see.
Date Filter - select the specific date or time range that you would like to view.
KPI Filter - identify the KPIs that you would like included in your view. NOTE: Only KPIs that have been included in your plans or reporting will appear here.
The other view that is available is the Chart view. Here you will be able to view a variety of charts for each KPI that you are tracking, including: Progress, Pacing, and Cost charts. You have two options for accessing this view:
1) Clicking through on any of the values within the performance table (this will bring you to the chart view for that specific level & KPI)
2) Clicking on the Chart toggle just above the Performance table
Below is a list of available charts and what each represents. Charts can be adjusted by filter options (see filters section of article for more info). All charts will show more detailed information when hovering over the bars and each can be exported as either an image or PDF.
Progress: This shows you how you're doing meeting your specific goals for each metric.
Pacing: Compares pace for whichever time scale (daily, weekly, etc.) you are looking at with overall pace.
Cost Per [KPI]: Shows actual cost per metric used in comparison to your goal cost per metric used.
NOTE: This tab is not available for Net Media Cost.
Data Sheet: Spreadsheet showing figures for all data included for that specific metric, including: planned, cumulative planned, actual, cumulative actuals, etc.
- Can be downloaded as an Excel file by clicking the Download button next to the filter options
Lines & Goals: Allows you to see which lines are being used to track the metric that you are viewing.
- You can click through on any of the placements to be brought to the Performance tab for that specific line item (ie. Placement level performance tab)