Campaign Monitor

Key activities of campaign monitoring include:

1. Campaign tracking: Once the campaign has begun, the campaign support team needs to start monitoring various elements of the campaign like-
   • Campaign delivery: Has the campaign started delivering what it was supposed to achieve?
   • Ad unit accuracy: Are the ad units visible to client and showing the correct message they were intended to?
   • Creative size, format, and functionality: Is the creative unit showing up with the right size, in the desired format, and with the specific functionality it was designed to deliver?
   • Targeting QA: Are all targeting parameters like geography, networks, devices, languages, etc., being executed as pre-decided and configured?
2. Data monitoring: involves making sure that necessary tracking data to measure the campaign is being obtained from all third party tools.
3. Managing metrics: Once data has been captured, pre-set metrics can be measured against available numbers to understand if the campaign is measuring up well to the intended output or is lagging behind, and needs to be fine-tuned.
4. Building reports/dashboards: Regular reports and dashboards on campaign tracking activities and reported metrics are provided by campaign teams to help the marketing team assess the health of the campaign at any stage.
5. Performance measurement: Finally, after obtaining all the available data and metrics, the campaign team and client need to decide campaign performance parameters like conversion analysis, channel effectiveness, closed leads, win–loss ratio, etc., to make sure whether they need to keep running the campaign as-is or make specific changes through campaign fine-tune activities, as discussed in the next stage.