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Radius Historical Success Rate

In Radius, your historical success rate is a key factor for measuring the performance of your marketing efforts, and a benchmark to meet or beat for future campaigns. Historical success is calculated based on rules you set up for your selected goal.

To make sure your historical success rate is accurate, it’s important to define your goal based on two factors: 

  • The criteria you use to identify successful and unsuccessful campaign results.
  • The marketing channel you use.

When defining a goal in Radius, you identify criteria for Won records and for Lost records. For example, as a marketer, you might consider an MQL conversion to be a “won" record, whereas a record that does not convert is “lost”. 

In Radius, historical success rate is calculated as: 

Won / (Won + Lost)

Put simply, your rate tells you how many records were won (or converted) as a percentage of how many attempts were made. So if you made 220 attempts and won 100 of those, you’d have a 45% success rate. 

Radius Insights surfaces the signals where you’ve historically done well and shows your success rate across all signals or a subset of signals. You can use selected signals to build a segment directly from Insights in order to try to match or beat your historical success in marketing campaigns you deploy to. 

Radius Segments shows your historical success for segments based on the signals they include. And your list of recommended segments shows historical success for each of the top segments Radius identifies for you.  

Across Radius features, historical success is tied directly to the currently selected goal. If you use multiple goals and switch between them, you’ll see your historical success rate change on Insights and on individual segments. 

Example: Goal for Facebook Custom Audiences Campaign

Let’s say your company sells products and services with Facebook campaigns. You’ve just started using Radius Facebook Custom Audiences and you need to set up a goal that will reflect your past historical success with Facebook campaigns and give you a target rate to beat. 

Your previous Facebook campaigns returned a 10% success rate, with success being defined as a purchase of the product that you advertised on Facebook. So the historical success rate Radius calculates can be accurate based on those previous campaigns, you need to set up the goal to reflect their 10% success rate. They key to accuracy is to categorize the 90% that did not not purchase the advertised product, and that 90% isn’t as clear-cut as the 10% who did purchase.

Let’s say your previous campaigns typically break down this way. Out of 100 prospects… 

  • 10 purchased your product, so those are obviously won.
  • 10 hid your Facebook ad, so those are definitely lost for that campaign.
  • 30 clicked through to your site but did not purchase. They may or may not purchase from future campaigns. 
  • 50 did nothing, so you have no specific information.

It’s tempting to categorize Won and Lost as solely black-and-white: if a purchase is made, the record is Won and if the ad is hidden, the record is Lost. But if those are the only outcomes you track, Radius can’t account for the remaining records when calculating your historical success. Tracking only the 10% who purchased and the 10% who hid your ad in previous campaigns would calculate a highly inaccurate historical success rate: 50% won instead of 10% won.

10 Won / (10 Won + 10 Lost) = a historical success rate of 50%.

Instead, to get the accurate rate of 10% won, it’s important to categorize as Lost all outcomes that aren’t specifically Won, even though you may  continue to serve up Facebook ads to the majority of the Lost records, and some of them will eventually convert to Won. So the rules you define for your goal might look like this. 

Won

Condition: All

Object

Salesforce Field

Condition

Value

Lead

Lead Source

equals

Facebook

Opportunity

Stage

equals

Closed Won

Lost

Condition: Any

Object

Salesforce Field

Condition

Value

Lead

Lead Source

equals

Facebook

Lead

Status

equals

Rejected 

Lead

Status

equals

Renurture

Lead

Status

equals

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As you continue to run campaigns using Facebook Custom Audiences, your historical success will be accurate, and you’ll have a realistic target to beat. 

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