Overview
This dashboard keeps you in the loop when it comes to your company's digital advertising and non-digital marketing spend. Using data from the Digital Source Tracker, it analyzes cost from multiple angles, starting with the all-in price tag of digital advertising and drilling down to the campaign level. Manually-populated cost information on non-digital campaigns enables fair, realistic comparison between digital and non-digital marketing expenditures.
Where does this information come from? For your paid advertising online, it comes from the digital advertising sources that you have integrated with Google Analytics. Non-digital campaign costs are stored in the Salesforce Campaign object. Information related to digital advertising costs is pulled from the Full Circle Daily Aggregate Database.
Total Digital Advertising Spend
Total Digital Advertising Spend reflects the gross amount you've spent over the current and previous fiscal quarter on digital advertising. The figure here gives you a straightforward lump sum to refer to when you're called on to answer questions about how much your company spends to advertise online.
Please note that your total digital advertising spend reflects only what is currently integrated into Google Analytics, e.g. Google AdWords and YouTube ads.
Report Name: Total Digital Advertising Spend
Report Location: Full Circle Digital Cost folder
Report Type: Aggregate Database Entries
Database: Daily Aggregate Database
Total Digital Advertising Spend by Campaign
Total Digital Advertising Spend by Campaign shows you what proportion of your total spend is going to each of your digital advertising campaigns, allowing you to compare the cost of your efforts in relation to one another.
Refer to this chart when you want to see how much your individual digital advertising campaigns are costing you. In the example above, non-branded search accounts for $2.9k of the $5.6k overall spend - a bit over half - with DSA search accounting for $1.4k. The remaining campaigns collectively account for less than a quarter of the overall amount.
Report Name: Campaign Digital Advertising Spend
Report Location: Full Circle Digital Cost folder
Report Type: Aggregate Database Entries
Database: Daily Aggregate Database
Total Non-Digital Marketing Spend
Total Non-Digital Marketing Spend uses manually-entered data to tell you how much you're spending on non-digital marketing. This is valuable information on its own, and it also provides a point for comparison, allowing you to hold up your digital advertising spend against its non-digital counterpart.
To ensure that this component displays valuable information, enter an amount in the Actual Cost in Campaign field on the Campaign object. Check all your Campaigns and be sure accurate cost information has been entered for each one.
Report Name: Non-Digital Marketing Spend
Report Location: Full Circle Digital Cost folder
Report Type: Campaigns with Campaign Members
Database: Campaign Influence Detail Database
Non-Digital Marketing Spend
Non-Digital Marketing Spend breaks down your non-digital spend, color-coding each campaign and showing it as a proportion of your total. This data is entered manually at the campaign level; the more precise the figures you put in, the more accurately this graph will reflect your true cost.
This chart breaks down how much each of your non-digital campaigns costs. With your overall non-digital marketing spend displayed in the middle and each individual campaign represented as a color-coded segment of the donut chart, it's easy to see how campaigns stack up against one another in terms of cost. In the example above, for instance, each individual Appexchange campaign ($10k) costs twice as much to run as any of the other campaigns ($5k).
Report Name: Non-Digital Marketing Spend
Report Location: Full Circle Digital Cost folder
Report Type: Campaigns with Campaign Members
Database: Campaign Influence Detail Database
Total Digital Advertising Spend by Medium
Total Digital Advertising Spend by Medium shows you how much you're spending on each of your digital media, letting you know which proportion of your budget is going where.
When you want to understand how much of your digital advertising expenditure is going toward each digital medium, this chart provides an answer. In the example above, the company uses CPC as its only digital medium; if your company uses multiple digital media, each will appear as a color-coded share of the donut chart.
Report Name: Campaign Digital Advertising Spend
Report Location: Full Circle Digital Cost folder
Report Type: Daily Aggregate Database
Database: Aggregate Database Entries
Digital Campaign Costs by Medium
Digital Campaign Costs by Medium compares your monthly advertising costs for each medium. Color-coded bar charts make it easy to spot unexpected high or low points that could warrant further investigation.
This chart will show you the trend of your digital campaign costs over time for each medium. Each medium is represented by a color-coded bar in your monthly charts; in the example above, only one medium was used. If you use multiple media, this chart enables you to track not only the pattern of each medium for the foregoing three months, but also to understand its trend in comparison to others.
Report Name: Campaign Digital Advertising Spend
Report Location: Full Circle Digital Cost folder
Report Type: Daily Aggregate Database
Database: Aggregate Database Entries
Digital Advertising Spend by Campaign (Grouped by Medium)
Digital Advertising Spend by Campaign groups your digital campaigns by medium and lays them out in descending order of money spent, enabling you to compare the spend of each campaign for each medium in terms of financial outlay.
Check this chart when you want to understand how much each digital campaign costs in the larger context of its medium. In this chart, campaigns are color coded, grouped under their corresponding media, labeled with their associated spend, and arranged in descending order of cost. For example, within the CPC medium in the chart above, non-branded search costs $2.9k - more than twice the other campaign costs combined.
Report Name: Campaign Digital Advertising Spend
Report Location: Full Circle Digital Cost folder
Report Type: Daily Aggregate Database
Database: Aggregate Database Entries
Digital Advertising Spend by Campaign (Grouped by Month)
Digital Advertising Spend by Campaign groups your digital campaigns by month and lays them out in descending order of money spent. This gives you an idea not only of the cost of each campaign, but also the trend of those costs over time.
Referring to this chart will give you an overview of how much your campaigns cost over time. The color-coded monthly bar charts are arranged in descending order of cost, with your most expensive campaigns at the top. In the above example, non-brand search was by far the costliest campaign in April, accounting for nearly $300 more than fci-dsa-search did as January's top spend.
Report Name: Digital Campaign Costs
Report Location: Full Circle Digital Cost folder
Report Type: Daily Aggregate Database
Database: Aggregate Database Entries
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