Step 5: Goals & Tracking
Once you’ve set up the Daily Budgets for the Line Items and Flights of your campaign, move on to the Goals & Tracking tab within the Campaign Builder to apply the campaign goals, set up and prioritize any tracking mechanisms, and assign pixels to the campaign.
Select the Client Objective from the list, and then enter the performance baseline that the campaign wants to achieve. This baseline differs based on the desired objective.
For example, the goal might be "Conversions" and "1000" or a "CPA" and "$10". Only CPA and CTR objectives affect how the DSP AI drives the campaign.
Zeta offers the ability to apply multiple goals to your campaigns, line items, or tactics. This feature allows you to optimize against two or more goals. While achieving all of your goals is an ideal state, this feature allows you to ensure your most important goals are secured first.
Benefits of applying multiple goals include:
Less manual monitoring of campaign delivery is necessary
Greater reach, value, and effectiveness over data segments
After setting a Client Objective, you can assign specific Goals to campaigns and line items. These direct the DSP AI technology. Considerations to keep in mind when setting goals:
If your Client Objective was not CPA or CTR, click on at least one goal that matches the Client Objective.
When you use multiple goals, the DSP AI pursues each goal separately. You may sometimes find that one goal dominates another. In this case, you can adjust the value of the dominant goal to make it less aggressive; this gives other goals more opportunity.
When you change elements during a campaign, the change is immediate, but the AI learning process can take time. It is wise to refrain from making further changes for a week or even longer to understand the full extent of the results.
When your campaign or line item has multiple goals, you can set the priority of these goals.
Set Goals on Line Items and Tactics
1. Click on the symbol against a listed entity to add a goal to the line item/tactic by overriding campaign-level settings.
Each line shows a 🔗 icon which means that it is inheriting the value from the campaign-level
When the line item is not inheriting the campaign's goals, the 🔗 icon is updated as overridden with a slash through the icon.
2. Once you’ve selected a goal from the menu, you can adjust its Type, Value, and Priority.
Click on Set to save the new Goal or click on Remove Goal to delete it.
3. You can select multiple Goals for each line item/tactic.
Multi-Goal Campaign Recommendations
Suggested Primary Goal
Suggested Secondary Goal
Improve Brand Awareness
Video Completion Rate
CTR or CPA
For optimal performance, two goals are recommended. Do not add more than three goals.
Only one goal can be selected from each goal group (for example, CPC & CTR).
If you want the DSP AI to optimize for Viewability, you must add a Viewability goal (not a Client Objective). For more information, refer to the Viewability Setup page.
1. Click on the symbol against a listed entity and select Viewability Rate.
2. Set the overall Viewability Rate as a percentage.
3. Determine the Priority of the Goal and click on Set.
Assigning a high priority to a Viewability Rate over 80% can cause campaign delivery issues.
4. Scroll down to the Viewability Measurement (Required With a Viewability Goal) section and then set the following:
Select Display or Video.
The DSP reacts to your selection to display only valid vendors for this source. This option identifies the type of the line item.
Select Zeta Integrated or Advertiser Reported.
Zeta suggests using Zeta Integrated vendors, which allows for advanced viewability checks, and ensures incorrect ad types appear on the line.
Select a Vendor.
The list of available vendors is dependent on the selections of a Format Type and Source.
Every Pixel the campaign uses must be associated with a particular consumer activity.
1. Scroll down to the Pixels (Required With Conversion Goal) section. Click on + Pixels to view the Pixel Assignment window.
2. Add the pixel from the list of the ones available. If you have many Pixels to choose from, type a few letters from the name of the one you want to filter within the list.
3. You can further sort by the Pixel Type to view Third-Party Pixels.
4. Once you’ve selected the pixel(s), click on Assign.
5. You can override a pixel's view and click attribution at the campaign level. To do so, navigate to the Manage subtab. Click on a pixel to edit it within the pixel settings window that appears.
Modify the click/view attribution values and click on Save.
5. Click on Close to move out of the pixel assignment window
View the day-to-day pixel fires by clicking on the Activity column for a pixel.
A chart showing pixel fires appears.
Optimize for Retargeting
Enable this toggle if the Pixels assigned to this campaign are to be used only for retargeting decisions.
Leave the icon as disabled if you want the campaign to consider all actions assigned to the company as being equally relevant for targeting.
Finally, after you’ve set the Client Objective, Campaign Goals, and the Pixels, click on the Save button in the upper-right corner to save your campaign as a draft.
Click on Continue to Targeting at the bottom of the screen to continue building your campaign.