Goal Tracking for Outbound Campaigns

Goal Tracking lets you measure the impact and ROI of your Outbound Campaigns by attributing customer actions (such as purchases, survey completions, or even custom uploaded events) back to each marketing send. This feature helps you understand if a campaign met your business objectives and compare campaign performance over time.

What is Goal Tracking?

• Goal Tracking allows you to define specific outcomes you want for a particular send within a campaign or workflow (e.g., "Drive Olo Orders," "OpenTable Reservations," or "Survey Completions").
  • These goals should be contextual, based on the content of the message being sent to the customer. For example, if your email is advertising an in-store happy hour deal, you can track "Dine-In Toast Orders", or for a workflow that sends a text message with a survey link after an order, you can track "Survey Completions"
• When a customer receives a text message or opens an email, their subsequent actions (like placing an order) can be attributed back to the campaign send—if those actions happen within a customizable "look-forward period" (default: 7 days).
  • This is detected when an event matching the criteria you have selected for the goal appears in the customer's profile in your Customer Data Platform.

How to Set Up Goal Tracking

1. Create or Edit a Campaign

           The "Goal Setup" section is located below the template selection menu when creating an Email send, or (US-                only) below the text message creation menu for text messages. 

1. In the Goal Tracking section:
   • Select up to 3 Goals for the campaign using the dropdown menu. These can be counts of an event (e.g., “Olo Order”) or aggregates of numeric values (e.g., “Sum of Sale Amount”).
   • Optionally, add filters to the goal (e.g., count only orders that include “Spicy Chicken Sandwich” as an item).
   • Name your Goal for easy tracking and future reuse.
   • Adjust the Look-Forward Window (the attribution period)—default is 7 days, but you can customize this.
2. Save Goals: 
   • Once a goal is set and the campaign is sent, the goal cannot be edited or deleted.

How Attribution Works

• When a customer opens an email or receives an SMS: The system watches for your chosen "goal events" on their customer profile for the next X days (the look-forward period).
• If an event matches: That action is attributed to the campaign send and shown in your analytics. For example: Customer opens email → Places order within 7 days → Revenue from the order is credited to the campaign.
• If another campaign with the same goal is sent and opened by the same customer within the look-forward period, only the most recent campaign gets credit (to avoid double-counting).

Viewing Results & Analytics

• Campaign Performance Table: Key goal metrics are shown for each campaign under a "Campaign Goals" subheader (up to 3 per campaign by your priority; expand to see all goals).
• Charts & Filtering: Visualize goal metrics directly in the analytics dashboard. You can change chart types (line/bar) and filter to compare multiple campaigns.
• Summary Cards: See attributed revenue, revenue per send, total goal completions, and conversion rates for each goal.

Best Practices

• Use clear, specific goal names to track performance trends over time and across campaigns.
• Select the most relevant goals for your business objective.
• Keep the number of goals manageable (up to three recommended).
• Customize the attribution period to best match your customers' purchase behavior.

Frequently Asked Questions

Q. How soon are results available?

A. Data for your goals is updated within one hour after the campaign send.

Q. Can I compare campaigns by specific goals?

A. Yes! Use dashboard filters to select and compare up to five campaigns’ performance on any tracked goal.

Q. What if I want to track a goal not listed?

A. Goals can be created using any trackable event in your system. This means all events from partner platforms you have integrated with Momos are available by default. If you're like to track something else, you can upload the data to a custom data source in the Customer Database