Add New Goal

  1. Open Campaigns from the menu (Campaign Icon).
  2. From the Campaigns Overview, click on the campaign you want to add a goal to.
  3. Click the Add new goal button located in the bottom of the Campaign overview.

    A new page opens up:

    Goal Creation Page
  4. Fill in the following fields:
    1. Goal name: enter the name of the goal.
    2. Goal mode:
      • Normal goal (default setting): populate a number of ad positions in an ad break. Normal goals compete for inventory with other normal goals.
      • Sponsor goal: used for extra sponsor messages and guarantee a prime position directly after pre-roll and mid-roll ad breaks, and before post-roll ad breaks, meaning they are delivered closest to content. Therefore, the option "Ad position" is greyed out. Sponsor goals act within their own sponsor break, which means that the insertion policy settings do not affect sponsor goals (with the exception of the Time based frequency cap setting).

        For example, if you have set your pre-roll insertion policy to 3 pre-rolls and you book a sponsor, Pulse first shows 3 normal pre-roll ads and then the sponsor ad.

        Note: Sponsor goals are by default set to 100% Share of Voice, therefore the below options "Delivery goal type" and "Delivery goal" are greyed out. However, you can check the Use impression cap box and enter a number to limit the amount of impressions delivered for the sponsor campaign.
    3. Ad position: select the desired ad position that ads from this goal are allowed to run within an ad break. Use this option to deliver ads close to content.
      • Any position (default setting)
      • First position only
      • Last position only
      • First or last position
      • Break exclusive: means that an ad of the goal, if selected, is the only ad within the ad break. Read more about break exclusivity in Glossary.
    4. Start date: the start date of the goal.
      • The Full day box is checked by default, which means that the goal starts running on the first second of the selected day if the start date is in the future, or on the first second after saving the goal if the start date is today's date. For example, your account time zone is set to Europe/Stockholm - UTC+2:00. You set the start date of your goal to be in the future, May 5th, 2017, Full day. When retrieving this goal's data through the API, you see <start>2017-05-05T00:00:00+0200</start>.
      • Uncheck the Full day box if you want to enter a precise start time (hours and minutes) of the goal.
    5. End date: the end date of the goal.
      • The Full day box is checked by default, which means that the goal is running the whole day, including the last second of the selected day. For example, your account time zone is set to Europe/Stockholm - UTC+2:00. You set the end date of your goal to be May 27th, 2017, Full day. When retrieving this goal's data through the API, you see <end>2017-05-28T00:00:00+0200</end>, which means that the API response marks the first second this goal is not running. For the same reason, this option also affects how end dates of Competing Goals are displayed in the Campaign Simulation Report.
      • Uncheck the Full day box if you want to enter a precise end time (hours and minutes) of the goal. You may run the campaign without an end date ensuring it can deliver ads when other goals have met their delivery quota.
      • To discard what you entered, click on the red X icon.
    6. Delivery goal type and Delivery goal
      Note: The Pulse Distribution Engine looks at delivery goal types when deciding from which goal to select an ad and in what order. For more information, refer to Pulse Distribution and Prioritisation Rules. For more detailed documentation around Pulse Ad Decisioning, please contact your Account Manager.
      Delivery goal type Description Delivery goal
      Impressions Need to secure a fixed number of impressions for the entire time period. Enter the desired goal in number of impressions. The goal is completed when this number is reached. The default setting is 0.
      Share of Voice (%) Take a percentage of all the possible impressions. Share of Voice goals are for this reason more aggressive in distribution and always take their share in the advertising slots before any other goal. Enter the desired goal as Share of Voice percentage (%). The goal is completed when it reaches its end date. The default setting is 100%.

      Use impression cap: check the box and enter a number to limit the amount of impressions delivered for the share of voice campaign.

      Unlimited impressions Goals without a defined impression target, which are ideal for lower revenue filler campaigns. They take up any remaining inventory. None.
      25%, 50%, 75% or 100% Ad completion Need to secure a fixed number of 25%, 50%, 75% or 100% ad completions. The ad completion feature measures for how long the ad played or if it was played to completion. Enter the desired goal in number of completions. The goal is completed when this number is reached. The default setting is 0. When you click on the field, a pop up window appears on the right, showing impression estimates.

      Use impression cap: check the box and enter a number to limit the amount of impressions delivered for the ad completion campaign in order to prevent inventory waste if the goal is not met. The cap is filled in automatically based on the delivery goal and the average completion rates for the last three weeks.

      Click throughs Need to secure a fixed number of click throughs. Enter the desired goal in number of click throughs. The goal is completed when this number is reached. The default setting is 0. When you click on the field, a pop up window appears on the right, showing impression estimates.

      Use impression cap: check the box and enter a number to limit the amount of impressions delivered for the click through campaign in order to prevent inventory waste if the goal is not met. The cap is filled in automatically based on the delivery goal and the average CTR (Click Through Rate) for the last three weeks.

    7. Pricing (optional): specify the type of pricing and the corresponding value, which signifies the value of this goal against the entire campaign budget. Goal pricing shows how each campaign goal is performing financially in Pulse and through reports.
      Note: If you edit the pricing later in Goal overview, the new pricing is only taken into account in revenue reports for impressions delivered after the change.

      Each campaign also has a calculated effective cost per thousand impressions (eCPM). You can prioritise campaigns that have a higher eCPM value by enabling the "eCPM Campaign Optimisation" option. For more information, refer to Campaign Settings.

      Note: Campaign priority prevails over eCPM campaign prioritisation.
      Pricing Description eCPM calculation
      No Pricing Default setting. Setting the pricing is not mandatory, but if skipped, you are not able to use the revenue reporting and automatic campaign prioritisation on eCPM. Always set to zero.
      Budget The total goal budget.
      Note: eCPM can only be calculated for event-based goal types (Impression, % Ad completion, or Click through goals) with a delivery target greater than zero. eCPM of non-event goal types without a delivery target, like Share of Voice and Unlimited impressions goals, cannot be calculated because we cannot estimate the number of impressions required to complete the delivery. Therefore, it is always set to zero.

      eCPM is calculated based on the following formula: eCPM=(1000*ratio*budget)/delivery target. The ratio is calculated as ratio=delivered events/delivered impressions, which always equals 1 in case of impression goals.

      For example:
      • The budget of an impression goal is $100 and the delivery target is 100,000 impressions. The eCPM of the goal is $1.
      • The budget of a click through goal is $100 and the delivery target is 2,000 clicks. The goal delivered 100,000 impressions, out of which there were 1,000 clicks. The eCPM of the goal is $0.05.
      Note: When you specify the budget for 25%, 50%, 75%, or 100% Ad completion goals or Click through goals, the Pulse UI displays NaN at the time of creation since no events are tracked for these goal types yet.
      CPM Cost Per Thousand or Cost Per Mille. The price of 1,000 advertisement impressions on one webpage. For example, if a website publisher charges $2 CPM, that means an advertiser must pay $2 for every 1,000 impressions of its ad. eCPM is identical to CPM.
      CPM 25%, 50%, 75%, or 100% Ad Completion The price of 1,000 advertisements played to 25%, 50%, 75%, or 100% of ad completion. For example, if a website publisher charges $2 CPM 50% Ad Completion, that means an advertiser must pay $2 for every 1,000 advertisements that played to 50% completion. eCPM is calculated based on the following formula: eCPM=goal pricing*ratio. The ratio is calculated as ratio=delivered % ad completion events/delivered impressions.
      For example:
      • An impression goal has the pricing set to $2 CPM 50% Ad Completion. The goal delivered 100,000 impressions, out of which 2,000 ads played to 50% completion. The eCPM of the goal is $0.04.
      • A click through goal has the pricing set to $3 CPM 75% Ad Completion. The goal delivered 100,000 impressions, out of which 1,000 ads played to 75% completion. The eCPM of the goal is $0.03.
      CPC Cost Per Click. The price the advertiser pays a publisher when the ad is clicked. For example, if an advertiser books 2000 clicks for $2 CPC, then they must pay $4,000 if they are all delivered. eCPM is calculated based on the following formula: eCPM=goal pricing*ratio*1000. The ratio is calculated as ratio=delivered click events/delivered impressions.
      For example:
      • An impression goal has the pricing set to $2 CPC. The goal delivered 100,000 impressions, out of which 2,000 ads were clicked on. The eCPM of the goal is $40.
      • A click through goal has the pricing set to $3 CPC. The goal delivered 200,000 impressions, out of which 3,000 ads were clicked on. The eCPM of the goal is $90.
  5. Click SAVE.

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