Explore Global Goals and Filters
Learning Objectives
After completing this unit, you’ll be able to:
- Define global goals and filters and their roles in Marketing Cloud Personalization.
- Configure global goals and filters in Marketing Cloud Personalization.
- Use global goals and filters to measure campaign success.
- Apply best practices for setting up goals and filters to optimize personalization strategies.
Introduction to Global Goals and Filters
Before launching a personalization campaign, defining global goals and filters is essential. These elements help track performance and measure success against broader marketing objectives. Whether the goal is to increase leads, improve conversion rates, or promote user engagement, setting up clear and measurable global goals ensures that your campaigns are aligned with strategic objectives.
Global goals track key user actions, while filters refine data analysis, allowing you to assess campaign performance with precision. Understanding how to configure and apply these tools enhances your ability to optimize personalization efforts effectively.
Set Up Global Goals to Measure Campaign Performance
Global goals represent the primary actions you want users to complete on your website, SaaS app, or mobile app. Examples include signing up for an email newsletter, adding items to a shopping cart, downloading or viewing content, or completing a form.
Since global goals are based on segments, they can also incorporate offline data from external sources. Users complete a global goal when they meet the defined segment criteria. Depending on the segment’s parameters, a user may complete a goal multiple times.
For instance, if a global goal tracks users who download an ebook today, they exit the segment after 24 hours. However, if they return in two days and download another ebook, they rejoin the segment and complete the goal again.
Once a global goal is set, it can be used to analyze campaign performance through reports and campaign statistics. These insights include:
- Campaign-specific goal tracking: Assessing how individual campaigns contribute to specific global goals
- Goal comparison reports: Comparing goal completions across different segments, such as new versus returning visitors
- Goal completion reports: Measuring total completions and completion rates over a selected time period
Since goal tracking is not retroactive, it’s important to establish goals before launching campaigns to ensure accurate measurement.
Configure Global Goals
To configure a global goal in Marketing Cloud Personalization:
- Create the segment: The goal is based on an existing segment that defines the criteria for goal completion.
- Access the Goals and Filters settings: Log in to Marketing Cloud Personalization as an administrator, hover over Settings, and select Filters and Goals.
- Select a goal segment: Choose a segment from the Goals folder or search by name.
- Save the goal: Confirm the selection and save the changes.
Once created, global goals can be applied to campaign reports to track success metrics.
Use Filters
Filters refine data analysis by segmenting reports and campaign statistics. They help you compare behaviors across different user groups, devices, and engagement levels. Here are some common uses for filters.
- User segmentation: Compare campaign performance for new versus returning visitors.
- Device analysis: Determine if a campaign performs better on mobile versus desktop.
- Behavioral insights: Identify engagement patterns by filtering based on purchase behavior, content interactions, or campaign responses.
Filters can be applied to various reports, including:
- Goal comparison reports: Measure goal completions across different user segments.
- Technology reports: Analyze user behavior based on browser type or device.
- Revenue reports: Filter purchase data to assess customer spending patterns.
Configure Filters
You configure a filter much the same way you configure goals.
- Create a segment: Filters are built from pre-defined segments.
- Access the Goals and Filters settings: Navigate to Settings, then Filters and Goals.
- Select a filter segment: Choose a segment to use as a filter.
- Save the filter: Confirm and save the configuration.
Filters can then be applied in campaign statistics and reports to refine data analysis.
A segment used as a filter cannot also be selected as a goal, but any global goal can be used as a filter.
Global Goals and Filters Best Practices
1. Plan Goals and Filters Before Launching Campaigns
- Define key business objectives and align global goals with them.
- Set goals before launching campaigns to ensure data tracking from the start.
2. Balance Multiple Goals to Avoid Conflicts
- Consider how optimizing one goal can impact other objectives.
- Example: Increasing average order value might negatively affect add-to-cart rates.
3. Use Filters Strategically
- Apply filters to refine campaign analytics without over-segmenting data.
- Compare different audience behaviors to tailor personalization efforts.
4. Organize Goals and Filters Efficiently
- Group related filters and goals in designated folders for easier navigation.
- Regularly review and update goals to ensure alignment with evolving strategies.
Global goals and filters are essential tools in Marketing Cloud Personalization, enabling precise measurement of campaign performance. When configured and used effectively, goals and filters enhance personalization efforts, ensuring that campaigns align with business objectives and deliver measurable results.
Now you know about the Marketing Cloud Personalization platform, Recommendations, Reports, Global Goals, Filters, and more. All of these features combined, help you deliver personalized experiences that drive customer engagement and support business objectives.