Help / Goals and reports

Measuring a campaign

Every campaign has a Results tab that adds up what it did, from the posts and emails that went out to the families who enrolled. The numbers count themselves while it runs. When it ends, the final review saves them as they stood.

What the Results tab shows

• Targets: each target you set, with where it stands and where pace says it should be by now.
• How it's going: leads and enrollments day by day, against the pace line and last year's run of the same campaign.
• Channels: email, Facebook, Instagram, paid ads, your website, flyers, events, and more. Each shows what went out, reach, clicks, visits, leads, trials, enrollments, conversion, and (for Owners and Admins) spend and cost per enrollment.
• What each piece did: every post, email, and other piece, with its numbers and the leads it brought in.
• What the team did: posts and emails out, follow-up calls, emails, texts, and conversations with its leads, how fast leads heard back, offers and registration promotion, tasks, and graphics.
• Registrations and revenue: what you recorded, what its event or registration period recorded, new enrollments in its target programs, and tuition estimated from program prices. Each number says where it came from.

From goal to result

The strip across the top of Results follows the chain: Goal → Campaign → Activity → Leads → Conversion → Result. Each step opens the place its number comes from. A goal's page has the same chain across every campaign linked to it, with what each campaign added and how much came from elsewhere.

Channels and the best channel

A lead's channel is the short link they came through. Without one, it's the post or email they responded to (an email they opened or clicked in the 30 days before inquiring). Otherwise it's the source on the lead. The best channel is the one that enrolled the most families, as long as it enrolled at least two. Until then, Results points to the channel bringing in the most leads.

Short links and QR codes

On a campaign's Overview, under Registration links, choose Make a short link for each place you share the campaign: a post, an email, a flyer, a poster at an event. Pick the channel, the piece it's for, and where it goes (a registration link, one of your website forms, or any page). Each one gets its own /go/ link and a QR code to download and print.

Clicks are counted once per person a day, and link previews and bots are left out. Anyone who inquires after clicking is credited to that campaign and that exact piece. Removing a short link stops it working, including printed QR codes, but its clicks stay in the results.

Counting website visits

In Settings → Leads → Website forms, copy the one-line website snippet and paste it so it runs on every page of your site. It counts each visitor once a day, and notes which campaign sent them (from a short link or the campaign's tracking code). No cookies are used and no IP addresses are kept. Visitors whose browsers ask not to be tracked aren't counted.

The snippet also remembers the campaign while someone moves around your site, so an inquiry form on a different page still credits it.

Families moved by its emails

Some families respond to a campaign without being credited to it: they open or click one of its emails (or an email from an automation linked to it), then inquire, book a trial, or enroll within 30 days. Results counts them separately as influenced, so nothing is counted twice.

Targets and pace

Pace is where a target should be by now. By default that's a straight line from the first day to the last. When last year's run of the same campaign had at least 8 of the same thing, its timing sets the pace instead, since most campaigns start slow and finish fast. Each target reads ahead, on track, behind, or at risk. Registrations, revenue, and attendance are recorded at the final review, so they show Not recorded yet until then.

What needs attention

While a campaign runs, Results flags what needs attention:

• leads nobody has contacted in two days
• targets behind pace once 30% of the time has passed
• leads enrolling at under half your usual rate
• first replies slower than the campaign's follow-up rule
• spend with no leads after two weeks
• planned pieces past their date
• no targets set

The campaigns list and the dashboard show the urgent flags too, and the Strategist turns them into recommendations. If a campaign is behind pace past its halfway point, its owner gets a notification. When it ends, they get a summary of how it did.

The final review

After a campaign ends, record registrations, revenue, and how it went. Results suggests the outcome from your targets. What worked, what didn't, and what to change next year go on the Lessons tab, which opens next (see Reviews, lessons, and the playbook). Finishing the review saves the results as they stand, so they stay as reviewed even if leads move later. Results notes anything that has changed since. Owners and Admins can Recalculate to replace the saved numbers with today's.

To share results, use Print or save as PDF for a clean one-page version, or Export CSV for every number in a spreadsheet.

Comparing campaigns

Reports → Campaigns lists every campaign that ran in the dates you pick, compared with the period before or last year. It shows each campaign's full results, the channels added up across them, and the lessons their reviews wrote down. A campaign's Results tab also compares it with last year's run of the same campaign.