Concept

This page gives statistical information for each Pardot campaign. Pardot campaigns are created and managed under Marketing > Campaigns. Statistics are found under the Reports > Campaigns.

Instructions

  1. Navigate to Reports > Campaigns.

Campaign Performance Overview Report

The Campaign Performance report gives a high level overview of a campaign’s overall health in comparison to other campaigns in a graphical, highly configurable interface. You can adjust the graph’s view by the campaign’s status (current, archived or all) as well as by date range. Use the 4 axis campaign report to pinpoint which campaigns are high performers and returning good ROI value and then comparatively display those campaigns.

To access the Campaign Performance Overview Report:

  1. Navigate to Reports > Campaigns.

  2. View the Campaign Performance report at the top of the Campaign Reports page

The report is configurable across all 4 axes: X, Y, Size and Color. The axes labels are interactive and will change to reflect the choices made in the sidebar.

You can adjust the range slides for each axis. When you move the range sliders for the X and Y axes, you will zoom in and out of the graph. When you move the range sliders for the Color and Size axes, you are filtering out values so campaign bubbles will appear or disappear based on your range.

Mousing over each campaign bubble will show that campaign’s name as well as the statistics related to the axes set on the sidebar.

cost vs revenue zoomed out

The values available on each axis are dependent on the other axes’ chosen values. The X axis will default to Cost and the Y axis will default to ROI.

The Size axis displays a circle representing the size of the chosen option. The larger the value, the bigger the circle. The Size axis will default to Prospects.

The Color axis is represented as a heatmap across the top of the graph. The Color axis will default to Opportunities.

Please note that the axes filter settings or dimensional mapping will not be saved when you navigate away from the page.

Campaign Performance Report Templates

Looking for guidance or examples as you create your 4-axis campaign reports? The template below shows a sample report and explains the chosen metrics to help you get started.

Lowest Cost per Opportunity:

This report graphically illustrates the campaign that gave the lowest cost per opportunity while returning the highest value.  To build this report, set the X-axis to Cost ,the Y-axis to Cost/Opportunity, the Size axis to Prospects and the Color axis to Value. The campaign with the lowest cost per opportunity is easily identifiable as the largest red circle: Created from SFDC. It’s Cost/Opportunity is $74 while returning a value of $439,119. **from the bottom up**

cost per opportunity

Individual Campaign Reports

  1. Select the name of a campaign to view specific prospect and visitor data.

Or

  1. Navigate to Marketing > Campaigns.
  2. Select campaign’s name from the table.
  3. Click Reports at the top of the page.

Metrics Captured

MetricDefinition
NameName of the campaign (clicking this will take you to a graphical representation of the number of visitors on a particular day compared with the number of converted prospects that are tagged with this campaign).
CostThe cost associated with the campaign in Prospect Insight (see Campaigns for more details).
VisitorsThe number of anonymous visitors captured by the tracking code associated with each campaign.
ProspectsThe number of anonymous visitors who converted as part of a campaign (see How are prospects associated with campaigns? for more details).
AssignedThe number of prospects who are associated with the campaign who have been assigned to a user.
Cost / ProspectThe cost per prospect, which is calculated by dividing the cost for the campaign by the number of prospects for that campaign.
OpportunitiesThe number of prospects with opportunities for each campaign.
Opps / ProspectsThe percentage of prospects associated with the campaign who have an opportunity. This is calculated by dividing the number of prospects with opportunities by the number of prospects in the campaign.
Cost / OppsThe cost per opportunity, which is calculated by dividing the cost for the campaign by the number of opportunities for that campaign.
ValueThe total value for any opportunities for prospects associated with each campaign (sum of all opportunities), that are not archived.
RevenueThe total value for opportunities marked closed-won for prospects associated with each campaign (sum of closed-won opportunities), that are not archived.
ROIThe return on investment, which is calculated by dividing the value for the campaign by the cost.

Monthly Cohort Report

The Monthly Cohort graph gives you a look over a selected period of time to see how many prospects and opportunities were created. You can filter the graph by month and drill into campaigns to see  how that monthly cohort performs.

This view on the data makes it easier to visualize if there is seasonality for a campaign, if the effectiveness is increasing/decreasing over time, and more. You can also drill into a specific campaign and view its cohort report.

A Specific Campaign’s Report

From the Reports > Campaigns page, select the name of a campaign to view specific prospect and visitor data. On this page you see a graph report of recently created visitors and prospects who are associated with the selected campaign.

The page also shows a table of all prospects associated with the campaign and tables of sent emails, landing pages, forms, form handlers and custom redirects associated with the campaign. Each table includes statistics so you can review how well the campaign elements are performing. You can also view the campaign’s Cohort Report by clicking the link at the top of the page.