Campaign goals make it clear what you're trying to accomplish.
Set campaign goals by selecting Initiative from the left-hand sidebar, clicking the Campaign tab at the top, and selecting any campaign.
Click on the "Activity" pull-down menu in the top right-hand corner of the app. Select "Goal".
This is where you will set your campaign goal.
Reach: This will optimize towards getting your brand in front of as many different devices as possible.
CPC (Cost Per Click): This will optimize towards the lowest Cost per Click possible.
Benchmark: For most industries, $1.50 is a good place to start.
Equation: CPC = $ Spent / # of Clicks
CTR (Click-Through Rate): This will optimize towards the inventory that drives the highest percentage of clicks with respect to the number of impressions.
Benchmark: The industry standard CTR for programmatic advertising is 0.106%.
Equation: CTR = # of Clicks / # of Impressions Served
CPA (Cost Per Acquisition): This will optimize towards the inventory that drives the most conversions for your spent amount.
Benchmark: Your cost-per-acquisition (CPA) goals will depend on your industry and business model. One strategy we recommend is to take 1/3rd of your average order value (AOV).
Equation: CPA = $ Spent / # of Conversions
Note: This goal requires a conversion pixel to be set on the desired clickable action to calculate properly.
Once you have set your desired Goal, click the Save Changes button at the bottom right-hand corner of the section to lock in your selection.
Related Articles: The Marketer’s Glossary: Digital Advertising Terms • Initiative • Simulation