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Anchor Campaign Dashboard in Marketing Intelligence
The Anchor Campaign dashboard provides a unified view of how campaigns from different channels, such as social, email, and search, perform together under a shared business objective. Anchor Campaigns group related campaigns using rules that automatically include new campaigns, reducing the need to track campaigns individually.
What the dashboard shows
The dashboard reflects data for the selected Anchor Campaign. Depending on whether your campaigns have been classified, you'll see one of two views.
Classified campaigns
When campaigns are grouped under an Anchor Campaign, use the dashboard to:
- Evaluate combined campaign performance: Review impressions, spend, cost per thousand (CPM), and clicks across all campaigns in the Anchor Campaign.
- Analyze performance over time: Understand how campaign performance changes over time.
- Compare campaign spend: See how spend is distributed across the individual campaigns within the Anchor Campaign.
- Compare conversion distribution across channels: Understand how conversions are attributed across channels.
- Assess engagement by channel: Compare engagement rates across the channels in your Anchor Campaign.
Unclassified campaigns
When campaigns haven't been assigned to an Anchor Campaign, use the dashboard to:
- Identify unassigned spend: See how much budget is running outside of any Anchor Campaign.
- Find campaigns to classify: Review which unclassified campaigns account for the most spend and determine whether they should be grouped under an existing Anchor Campaign.
- Review campaign details: Examine individual unclassified campaigns to understand their performance before grouping them into an Anchor Campaign.
When to use
Use the Anchor Campaign dashboard when:
- You want to evaluate a marketing initiative that spans multiple channels.
- You want to identify which channels or campaigns contribute most to overall performance.
- You need to monitor the combined performance of related campaigns without manually aggregating data from multiple sources.
- You need to identify campaigns that should be grouped into an Anchor Campaign.
Use case
David, a marketing manager, runs campaigns across email, paid search, and social media for a product launch. Each campaign is tracked separately, making it difficult to understand overall performance.
He creates an Anchor Campaign to group all related campaigns under the same business objective. Using rules, new campaigns tied to the launch are automatically included.
With the Anchor Campaign dashboard, David can see total performance across channels and identify which channels contribute most to results. He uses this to adjust budget allocation and improve overall campaign performance.
