What’s New in Marketing Analytics: Introducing Reference Lines

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Users can now add reference lines to existing Campaign Dashboard charts, highlighting a key success metric to watch.

Compared against the live data in your chart, reference lines make it easy to see your progress toward a goal, like a target Cost per Conversion for an event, a ThruPlay metric, or Spotify stream count.

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Reference line example: Campaign views vs. target

🎯 Why Reference Lines are Important

Marketing metrics on their own don’t tell us much. For example: Our campaign had 900 views. With context, we get a clearer picture: Our campaign had 900 views and our goal was 1,400. 

Now you know you should dive into your campaign to figure out what went wrong. Did the creative follow best practices? Was targeting set up properly? Was there a technical issue with the delivery of the campaign? The answers to these questions will set your next campaign up a greater chance of success. 

Learn how to add a reference line to your campaign charts in our step-by-step guide:

📈 How to Set Goals

Marketers need to aim for concrete goals, but how do they set them in the first place?

In order to move your marketing forward, goals should be ambitious, but realistic. Historical artist data provides the foundation of a goal. 

To collect this data, use Wavo’s Benchmark Dashboard, which aggregates multiple campaigns together and visualizes averages costs and results between them, so you can quickly get a baseline metric.

Consider how changes to creative or targeting may impact the final goal you enter as a Reference Line.

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Without a benchmarking solution, you may waste time stitching together disparate performance data sources because of how long it takes to clean and organize these numbers manually for every new campaign. 

Learn how to create a Benchmark Dashboard in our step-by-step guide: