Success Metrics

This guide focuses on setting and managing success metrics to measure campaign performance against objectives. It explains configuring metrics like leads or conversions for platforms like Meta Ads, Snapchat Ads, and Google Ads, and applying consistent metrics across campaigns. The guide also covers filtering data for analysis and the affect of these metrics on AI insights and calculations.

What Is A Success Metric

A Success Metric is a performance indicator that measures whether your campaign is achieving its specific objectives, such as generating leads, driving sales, or increasing engagement. For instance, if your goal for a Meta campaign is to generate leads, your success metric in Grower could be set as "On-Facebook Leads."

By customizing success metrics, you gain deeper insights into your campaign’s performance based on what matters most to your business. This tailored approach ensures that your tracking and reporting are closely aligned with your strategic goals, ultimately enhancing the accuracy and relevance of your campaign analysis.

Setting Success Metrics

Meta Ads & Snapchat Ads

For Meta Ads and Snapchat Ads, success metrics can be configured directly from the Grower platform. To begin, navigate to the "Performance" page within the Campaign Group of your choice, and then locate the "Channels Performance" section.

Since this is your first time setting a success metric, you'll notice a "setup now" button next to the text labeled "Default," which indicates the default conversion metrics provided by the advertising channels. To set your own custom success metric, click on the "setup now" button within any Campaign.

A popup titled "Change Campaign Success Metric" will appear. Within this popup, locate the "Select Success Metric" dropdown, where you can choose from the available success metrics associated with the selected channel.

After you’ve chosen your preferred success metric, click the "Apply" button at the bottom right of the popup.

Once applied, the default conversion data will automatically update to reflect your new success metric across the entire campaign. This change also affects all ad levels, such as Ad Sets and Ads, without the need to refresh the page!

Google Ads, TikTok Ads & LinkedIn Ads

For Google Ads, TikTok Ads and LinkedIn Ads, success metrics need to be set directly within the respective platforms.

For detailed instructions on configuring success metrics on these platforms, use these provided links for Google Ads, TikTok Ads and LinkedIn Ads.

Once set, Grower will fetch these metrics on the next sync, and your custom success metric will appear within the platform under the relevant campaigns.

Updating Success Metrics

Meta Ads & Snapchat Ads

Updating success metrics for Meta Ads and Snapchat Ads follows the same process as setting one for the first time. The only difference is that a confirmation popup will be displayed after you click the "Apply" button. 

Once updated, the success metric will automatically reflect across all components of the platform.

Google Ads, TikTok Ads & LinkedIn Ads

Similar to the setup process, updating success metrics for Google Ads, TikTok Ads and LinkedIn Ads must be made directly within their respective platforms.

Once updated, Grower will fetch the new metrics during the next sync, ensuring the latest data is reflected in your reports.

Setting & Updating The Same Success Metric For Multiple Campaigns

Grower allows you to apply the same success metric across multiple campaigns at once for Meta Ads and Snapchat Ads.

To do this, simply select the checkboxes next to the campaigns where you want to set or update the success metric.

Once you’ve selected the campaigns, a "Change Success Metric" button will appear. Clicking this button will bring up the same process as outlined for setting or updating a success metric in Meta Ads and Snapchat Ads.

This ensures that you can maintain consistent performance tracking across multiple campaigns without having to configure each one individually.

Viewing Success Metrics

Once your success metrics are set or updated, you can view the total sum of all success metrics and cost per success metrics within the "Summary" tab of the "Channels Performance" section.

Filtering Success Metrics

Grower provides a "Success Metric" filter within the “Channels Performance” table, allowing you to filter data based on the success metrics you’ve set. This filter will automatically display all success metrics available for the selected channel, and you can choose multiple metrics to filter by.

If multiple success metrics are available, a search bar within the dropdown will help you locate specific metrics. For example, in the Meta Ads channel, if the available metrics are "In-App Ad Clicks" and "Total Conversions," these options will be listed in the filter dropdown.

Once a filter is applied at one ad level (such as Ad Sets), it will dynamically update the tables at other ad levels (Campaigns and Ads) to display only the data relevant to the chosen success metric. This ensures that all reporting remains consistent across different levels.

How Setting & Updating Success Metrics Affects Other Components

When you set or update a success metric, several key components within the Grower platform are dynamically adjusted to reflect the change. By ensuring that every level of performance analysis is customized to your success metric, you’ll have a clearer picture of your campaigns' effectiveness and how they contribute to your broader objectives.

AI Analysis

Success metrics are fully integrated into Grower’s AI-powered analysis. Both the General Analysis and Deep Analysis features use your chosen success metric when generating performance insights and recommendations. This allows you to receive optimization suggestions and forecasts that are aligned with your specific goals.

Summary Page

All success metrics across Meta Ads, Snapchat, Google Ads, and LinkedIn Ads are combined to provide a unified view of campaign performance. This ensures that you can assess conversions and outcomes across all channels using consistent metrics.

Return On Ad Spend (ROAS) Calculations

The ROAS formula is automatically updated to incorporate the new success metric. For instance, if you choose "Leads" as your success metric, ROAS will be calculated based on the number of leads generated, instead of the default conversion data like purchases.

Performance Spotlight

Grower’s Performance Spotlight features, such as "Best Performing Channel" and "Most Converting Campaign," are updated based on your success metrics. This allows you to quickly identify which campaigns and channels are driving the best results, based on your selected indicators.

Conversion-Related Metrics

All conversion-related metrics within the platform are dynamically updated to reflect the newly applied success metric. This ensures that your data and insights are aligned with your business goals across every aspect of your reporting.