Performance Dashboard: Reading the Scores

The Performance Dashboard is the analytics view for one campaign. The scores on it are worked out from work recorded elsewhere in the product, so you do not set a score here. What you do enter here is the actual figures against your KPIs, and the evidence behind your business outcomes. Targets are never set on this page. Open it from the top menu at RESULTS > Performance Dashboard.

That menu item appears in Campaign mode and Business mode. In Pitch mode and Report mode there is no Performance Dashboard item at all.

Before any scores appear

The page opens on the CAMPAIGN tab, which is the campaign picker. Choose a campaign and the remaining tabs appear: OVERVIEW, OUTPUTS, QUALITY, MEASUREMENT and IMPACT. Four of those carry a small BP badge - OUTPUTS, QUALITY, MEASUREMENT and IMPACT - which ties each one to a Barcelona Principle, so you can see where on the measurement ladder you are reading. OVERVIEW carries no badge.

If a score reads Not yet measured, nothing has been scored for that campaign yet. Coverage is scored at DELIVER > Coverage, on that page's SCORE tab.

The Campaign ProofScore, and the CQI beside it

The headline quality figure on QUALITY is the Campaign ProofScore, out of 10. Next to it sits the CQI (Coverage Quality Index), the same campaign before the client lens is applied, shown as a before-and-after pair. The CQI is never the campaign score on its own.

Underneath, a breakdown bar shows what the CQI is made of, with the share each part carries:

Tier (30 per cent) - the authority of the outlet the coverage landed in.
Sentiment (30 per cent) - the tone of the coverage.
Message (20 per cent) - how much of your key message came through.
Prominence (20 per cent) - how prominently the story was placed.

Two tiles sit alongside: Positive Sentiment and Message Pull-Through. Sentiment shows a dash and the words Not yet measured until coverage has actually been scored, rather than a misleading zero.

Also on QUALITY: a Campaign KPIs card, which carries the same KPI set as Campaign Builder, and Coverage Quality by Outlet Size, which shows whether the score came from large outlets or smaller ones.

The Success Score

The MEASUREMENT tab leads with the Success Score out of 100, with the Campaign ProofScore beside it. The Success Score is built from four equal parts, 25 per cent each:

Planning - how complete the campaign set-up is.
Execution - the quality of the activity delivered.
Coverage - the quality of the coverage that resulted.
Outcome - results against the targets set.

Each part shows a bar with its own percentage. Where a part is scoring badly the page tells you what would lift it, for example filling in SMART objectives or scoring the coverage items. Media Landscape Context also sits on this tab, for campaigns that have that data.

Where the KPI numbers live

Targets are set in Campaign Builder. Progress against them is split across three tabs, so look in the right place:

Delivery targets (what you sent out) - OUTPUTS > DELIVERY KPIS.
Engagement targets (sentiment, message pull-through, share of voice, social) - the Campaign KPIs card on QUALITY. Most of these are measured for you from the coverage; where one has to be counted by hand you can type the actual straight into the card.
Business outcomes (leads, revenue, registrations) - IMPACT, where you record the actual figure and the evidence behind it using Add Outcome.

When to use a different page

Performance Dashboard - one campaign, in depth.
RESULTS > Brand Performance - one client brand across its campaigns.
RESULTS > NewsWire Analytics - every campaign together, as a set of cards: Engagements by Story, Engagements by Media Type, Download Trend, Email Engagement and Recent Contact Activity.
PLAN > Campaign Builder - where the brief, the objectives and the KPI targets behind these scores are set.

Common questions

A piece of coverage is not moving the quality score. Tone and message come from scoring the item. New coverage counts towards volume straight away and picks up the quality parts once it has been scored.
Which number should I give the client? The Campaign ProofScore for quality and the Success Score for the campaign overall. A raw CQI on its own is not the campaign score and should not be quoted as one.
Why are the tabs after CAMPAIGN missing? No campaign has been picked yet. Choose one on the CAMPAIGN tab.
Where do I change a target? Not here. Targets are set in Campaign Builder; this page reports against them.