Successful advertising campaigns start with goals—a statement of what needs to be solved or achieved.
To monitor your pacing toward goals, as well as give you the necessary information to update team members and stakeholders, Wavo sends Campaign Updates on marketing performance at twice-weekly intervals. They allow for simple validation of campaign strategy, update whether the media goals set in the campaign are on or off track, and include actionable steps to make the campaign more successful.
For each media goal in your campaign—for example, Views, Engagements, or Clicks—you will receive a qualitative and numeric score that ranks goal pacing and campaign performance. Here’s what your Campaign Updates scores mean:
Off Track: 0 - 69%
All goal pacing is relative to media goal performance at the time of the campaign when we share an update. So, an “Off Track” campaign refers to a campaign where we have achieved between 0–69% of what the media goal should be at this time interval.
For example, if the media goal is 100 clicks and we are 50% of the way through the campaign, an off-track campaign will be between 0–69% below 50 clicks.
Within the context of the campaign, budget, and platform, Wavo will provide actions to improve performance or share insights for future campaign strategy.
Under Pacing: 70% -84%
An “Under Pacing” campaign refers to a campaign where we have achieved between 70–84% of what the media goal should be at this time interval. Since performance is pacing slightly below, where possible, we will provide steps to improve performance.
On Track: 85% - 115%
An “On Track” campaign refers to a campaign where we have achieved between 85–115% of what the media goal should be at this time interval. Typically, no major changes are needed at this point, but we will make campaign optimizations if there is an opportunity to do so.
Over Pacing: 116-130%
An “Over Pacing” campaign refers to a campaign where we have achieved between 116–130% of what the media goal should be at this time interval.
Off Track (Over Pacing): 131%
An “Off Track (Over Pacing)” campaign refers to a campaign where we have achieved over 131% of what the media goal should be at this time interval.
Even if we are over pacing (and doing considerably better than what we originally thought) we consider the media goal off track. Wavo wants to set accurate, data-driven, and ambitious goals for clients—this score indicates a need to improve predictive analysis for future campaigns.