This page describes the various filters available on the Campaign Reallocation page that help you analyse the campaigns and their ROI. This helps you reallocate the spending from your low-performing campaigns to the high-performing campaigns to maximize the ROI.
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Filters
This filter allows the user to choose the campaigns for the analysis as well as the leads, accounts, and opportunities. This is based on various dimensions that are configured to show up in this filter.
You can add the desired dimensions to this filter by clicking the three-dot menu on the top-right of the page and selecting the ‘Edit Page’ option. Then add the dimensions you want in the ‘Filters’ section of the ‘Edit Page’. When you go back to the main page, the selected dimension and its options will now appear in the ‘Filter’ dropdown.
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Period Filters
Period Filters
This is the period within which a lead/opportunity should have been created in the funnel (funnel created date and not the source created date) from the campaigns that were filtered using the previous filter of ‘Campaign Date & Time’. Using this option, we look at the leads/opportunities that have a created date that falls in the date range selected by the user.
These two filter options work in tandem with each other to help you narrow down the desired leads
Campaign Metrics Date
This filter determines which time period should be considered for aggregating campaign metrics such as Spend, Budget, Impressions, CPC, Clicks, CPM, CTR, and Conversion. This works only on the campaign metrics and does not affect the number of campaigns or the attributed leads, or the opportunities. However, since it affects metrics like Spend, this will have an effect on your ROI.
Campaign Member Engagement Date
This filter is used to filter only leads/opportunities that have actually engaged with the campaign in the selected time period. This works on the campaign member engagement date.
This is different from Lead/Opportunity Created Period because it determines when the engagement should have happened and not when the Lead/Opportunity should be created in the funnel.
Attribution Look back window
This is used to filter the campaign member engagements that have engaged in the last x days with leads/ opportunities for attribution
It can be helpful when filtering out obsolete engagements that probably should not get credit for attribution.
This can be different for leads and opportunities. For example, Leads - 30 days and Opportunities - 90 days. Only engagements that have engaged in the last 30 days for leads and 90 days for Opportunities will be used in the attribution.
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Opp Attribution
This option allows the user to select one of the three methods of attribution for the opportunities, as explained below:
Primary contact: Only those campaigns will get the contribution for an opportunity that have engaged with the primary contact of the opportunity.
All contacts: Only those campaigns will get the contribution for an opportunity that have engaged with any contact of the opportunity.
E.g., if an account has 5 contacts and three of those contacts are linked to an opportunity, then all three contacts will be taken into consideration.Account: Only those campaigns will get the contribution for an opportunity that have engaged at an account level or all contacts in the account linked to the opportunity.
E.g., if an account has 5 contacts and three of those contacts are linked to an opportunity (and the remaining 2 are not linked to an opportunity), even then, all five contacts will be taken into consideration.
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Attribution Method
RevSure has multiple attribution models available out of the box (OOB). Additionally, we can also add any custom attribution model for our customers.
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Reallocation Logic & Criteria
Using this drop-down, you can choose how to reallocate the spends from the bottom-performing campaigns to the top-performing campaigns. You can choose from one of the following options:
Equal Allocation: The spends from the bottommost Y campaigns will be equally distributed among the top X campaigns.
Proportionate Allocation: The spends from the bottommost Y campaigns will be distributed among the top X campaigns based on one of the metrics you have selected.
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You can choose the top X and bottommost Y campaigns (based on a metric of choice) using the drop-downs just above the cards section for the top and bottom campaigns.
Advanced Controls
There are 2 types of advanced controls available to the user to suit their use case.
Campaign Touches Considered
This option helps the user perform attribution for all the touchpoints or only on filtered touchpoints. This will impact the credit being given to the campaigns. The two options are:
All: When this option is selected, all the touchpoints from various campaigns will be considered, and the attribution will be performed. Only after the attribution is performed will the filter from the first ‘Filters’ option be applied.
Filtered: In this case, first, the filter using the ‘Filters’ option will be applied, and the attribution will be performed post that on the filtered data.
Consider Only the First Movement
Sometimes, the leads and opportunities may move backwards in the funnel or may leak and come back to the funnel after some time. This will cause them to go through some part of the funnel multiple times.
In case you want to only consider the first time a lead/opp progressed forward in a funnel, then set the toggle to ON.
In case you want to consider all the times a lead/opp progressed through the funnel, then set the toggle to OFF.
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