Campaigns
A campaign is the thing that holds one marketing effort together: the mailings, the posts, the landing page and the leads they brought in. Everything in it carries one campaign value, so a mailing and a post report as one campaign instead of two.
At a glance
| You want to ... | Open ... |
|---|---|
| Start a campaign | Marketing > Campaigns > New campaign |
| Give a mailing to a campaign | Marketing > Blasts > (the blast), the Campaign field |
| Publish a landing page with a sign-up form | Marketing > Campaigns > (the campaign), the Landing page section |
| See what a campaign did | Reports > Campaign report |
1. Start a campaign
Go to Marketing > Campaigns and click New campaign. Give it a name and say in one
sentence what it should achieve. Pick a source and a medium: the source is
where the visit comes from (nieuwsbrief, linkedin, beurs), the medium is
how it travels (email, social, cpc).
Both come from a list your administrator maintains under Settings, and
both are lowercase. Pick one that is not on the list and the form refuses it
and shows you what is allowed. That is not tidiness. LinkedIn and linkedin count as two
different campaigns in every analytics tool, and you only notice when a report
comes back half the size you expected.
Pipelinq derives the campaign value from the name. "Webinar AI voor gemeenten"
becomes webinar-ai-voor-gemeenten, and that value never changes again, even
if you rename the campaign. Links that have already gone out keep working.
2. Point a mailing at the campaign
Open a blast and set its campaign. From that moment every link in that mailing
carries the campaign's source, medium and campaign value instead of the
per-blast defaults. The blast's own id stays in utm_content, so two mailings
in one campaign can still be told apart.
A blast that belongs to no campaign keeps working exactly as before.
3. Publish a landing page
Open the campaign and use Create landing page. Fill in the page summary and the page body first: portaliq refuses a page without them.
Pipelinq asks portaliq to publish the page and to bind a sign-up form to it, with a name, an email address and an organisation. Portaliq answers with the route and the public address, and Pipelinq records both on the campaign.
If portaliq refuses, you see its own reason and where to fix it:
| What it says | What to do |
|---|---|
| The route is already in use | Type a different route and try again |
| The portal does not exist | Check the portal in the marketing settings |
| The campaign needs a summary and a body | Fill both in on the campaign |
| Portaliq is not installed | Ask your administrator to install it |
4. A form submission becomes a lead
Someone fills in the form. Pipelinq looks for a contact with that email address, creates one if there is none, and writes a lead. The lead remembers two things: the campaign parameters of the visit that first brought this person to your site, and the parameters of the visit they submitted on. That is how you can later see that the newsletter found them and LinkedIn closed them.
Every submission also lands in the campaign's touchpoint log. Submit the same form twice and you get one lead, not two.
5. Read the report
Open Reports > Campaign report and pick a campaign. You see reach and clicks per channel, how many people submitted the form, how many leads came out of it, what those leads were worth, and what the campaign cost.
Attributed value is divided three ways, and you choose which one you look at. First touch gives a lead's whole value to the first thing that reached them. Last touch gives it to the last. Linear splits it evenly over everything in between. Switching between them changes the split, never the total, and it never changes what is stored: all three are computed from the touchpoint log every time you open the report.
Every lead says what it closed on. A lead whose customer has a paid invoice
in shillinq closes on that invoice, and the report says Paid invoice. A lead
with no invoice closes on the value somebody entered on the lead, and the report
says Won lead. The first is money that arrived. The second is a forecast, and
the report keeps the two apart so you know which is which.
An invoice is only ever counted once, even when two leads point at the same customer.
A cost nobody recorded reads as "not recorded", not as zero. A campaign that looks free is a campaign nobody questions.
Next
Send the campaign's first mailing with the marketing blasts guide, or write the article its landing page opens with using the articles guide.