Manage campaigns

Campaigns are integral to how you plan work in Optimizely Content Marketing Platform (CMP). You can nest your tasks, events, or other sub-campaigns in a campaign.

Create a campaign

To create a campaign, click + in the top toolbar and select Campaign.

Enter the campaign name, description, start and end date (if the campaign is not open-ended), select a color to identify your campaign, and add custom labels. Click Create Campaign.

Select Add a Parent Campaign to establish a hierarchy of related marketing activities (sub-campaigns) subordinate to the broader initiative. Typically, use parent campaigns to organize and coordinate similar campaigns across teams, markets, and lines of business across the organization.

Campaign templates capture the repeatable processes, information, and settings associated with a campaign in your organization (see Campaign Templates).

Update a campaign

Users can share campaigns and update campaign details from the Plan module's list view or calendar or timeline views.

Click a campaign title to view campaign details. Select Edit from the options menu (...) to change the campaign's name, short description, parent campaign, dates, color, or labels.

Copy a campaign

In List view, select the options menu (...) and select Copy to copy a campaign that includes the campaign's briefs, labels, tasks, attachments, and events.

You can also copy the campaign from the upper right corner of a campaign. Select the options menu (...) and select Copy.

The Copy Campaign dialog box displays options to copy (such as briefs, labels, attachments, tasks, and events) from an existing campaign.

To copy a campaign's assets, select the ones you want and show them in the copied campaign.

Archive a campaign

In List view, select the options menu (...) and select Archive. Archiving a campaign prevents the campaign from showing up in the Campaign module and under filters. However, the articles are still available in the Analytics section.

You can also archive a campaign directly from the campaign page.

Delete a campaign

If you delete a campaign, CMP also deletes the tasks and events under it.

You can delete a campaign from the campaign view or the campaign page. To do so, select the options menu (...) and select Delete.

Create a campaign brief

The Brief view lets marketing teams collaboratively define each campaign's strategy. By increasing awareness and visibility of each campaign objective, teams can stay better aligned on the strategic goals, monitor the downstream impact if and when a change in direction occurs, and provide the context needed to accelerate the time from campaign planning to execution.

In the Brief view, you can create a brief in several ways, as shown in the following image:

Template – Click Brief Template to select from several saved Campaign Brief templates.

A template displays.
Upload file – Select Upload. You can connect to your Microsoft 365 OneDrive Account to upload a brief. You can upload the following formats:
- Word
- PowerPoint
- Excel
- PDF
- Video (MOV, MP4)
- Image Files (JPEG, GIF, SVG and BMP)
Unsupported files will display a "no preview" icon but remain available to download.
Add URL – Enter the URL to a file on Google from Figma, Milanote, or a non-gated website.
Write Brief – Click to begin writing your brief. The editor automatically saves the content that you enter. You can go to other tabs; when you return, you will see the draft is still there. However, other users cannot see your draft until you click Save.

Add fields to the campaign

You can add fields from the campaign creation form. Click Add field and select the fields you want.

CMP adds the fields to the campaign.

You can work with fields in the Fields view on the campaign page and add more from this view.

View campaign content

You can manage, discover, and reuse existing content assets to support future campaigns and content creation, which is critical for delivering consistent brand experiences. The Content tab stores completed content and brand assets from the tasks of that campaign so you can repurpose them in future planning and creation efforts.

Gallery view – Campaign content is shown in the gallery view by default, just like the Library. The following image shows the grid view after adding assets to the Content tab.
The following image shows the list view.
Click a content piece to view its information in the right panel without leaving the page.
Click Create Task to start a workflow from a piece of content. Click Download to download the content (download as PDF, Word file, or HTML).
Click Show All to expand the article preview panel to see more details about that piece of content.

Share a campaign

To share your campaign with other users, click Share.

See Manage permissions and custom roles to learn about sharing campaigns.

Comment in a campaign

Commenting helps users collaborate on campaign-specific content in the Content Marketing Platform (CMP).

Click Comments to display the Campaign Details, Comments, and Attachments panel, where you can enter and resolve comments directly. Click Show Resolved to display the comments that were marked as Resolved.

Attach a file in a comment

To attach a file, click the attachment icon on the bottom left of your comment panel and choose a file.

You may also download these attachments by clicking on the icon or title and opening up the Preview Panel for that attachment.

Delete Comments

To delete a comment, select the options menu (...) and select Delete.

Interpret campaign health status

The campaign health status bar provides a view of the status and health of each campaign, and a summary of the progress of work within that campaign.

CMP displays the health status bar in the upper-right-hand corner of each campaign. It contains a progress bar and a status button that updates automatically based on the status of tasks associated with the campaign. The progress bar shows completed work (green), overdue work (red), and remaining work (gray). The status button automatically updates to Not Started, On Track, At Risk, Off Track, and Complete based on the percentage of complete and overdue steps.

How progress is calculated

% Complete – Number of steps completed in tasks associated with the campaign, divided by the total number of steps.
% Overdue – Number of incomplete steps with due dates before today, divided by the total number of steps.

If a task is overdue, CMP counts all incomplete steps as overdue.
% Remaining – Number of steps that do not have a due date or are due today or later, divided by the total number of steps.

The above percentages only consider full steps, not sub-steps.

How the status is calculated

Hovering over the status bar shows the percentage of the steps completed. The green part shows the percentage of completed steps, the red part shows the percentage of overdue steps, and the grey part shows the percentage of incomplete tasks.

Not Started – 0% of tasks complete. (The progress bar shows 0% of steps remaining if there are no tasks in the campaign.)
On Track – Less than 3% of steps are overdue.
At-Risk – Over 3%, but less than 10% of steps are overdue.
Off Track – Over 10% of steps are overdue, or the campaign end date passed with more than 10% of steps remaining.
Complete – 100% of steps are completed, or the campaign end date passed with <10% steps remaining.

Analyze campaign operations

Campaign Analytics lets you view the productivity and effectiveness of work in each campaign.

In the Operations tab of Campaign Analytics, you can review Operations summary metrics, Productivity, and Efficiency.

Operations summary metrics

The Operations Summary metrics show the following details:

Tasks completed – number of tasks in the campaign that are marked complete
Average task duration – average duration of completed tasks in the campaign
Average task delay – average between the due date and the completed date for completed tasks in the campaign
Average steps/task – average of the number of steps for completed tasks in the campaign

Operations productivity

In the Productivity section, you can review a team's productivity relative to what was produced. These charts visualize the output of your campaign through the lens of content, highlighting the strategic and format breakdown of content created so that you can compare it to the goals outlined in this campaign's brief.

Content Production – How much content was produced for each label type?
CMP calculates this metric by counting the content for each option of the campaign's label types. With this method, CMP counts a piece of content multiple times (once for each label).
Content Format – What content was produced for each label type?
For each label type selected, the user can select one of the options and see the distribution of content formats for that label. CMP calculates this metric by identifying tasks tagged with the selected label and the Content Format standard label type.

Operations efficiency

In the Efficiency section of Campaign Analytics, charts help to identify potential issues in workflows, tasks, and steps where delays may be leading to wasted time and effort with regards to team workload, inefficient processes, or possible misalignment; explore alternative ways of working or planning work to increase efficiency.

On-Time Performance – What is the on-time % for each workflow or content format used in this campaign? CMP calculates the on-time % using completed tasks only by (# of task steps completed on-time of that workflow / total number of task steps completed in of that workflow) * 100
Workflow/Step Duration – Where is work getting stuck by workflow? By default, this chart displays the six workflows used in this campaign with the longest average duration and an "other" bucket that captures any additional workflows.
- Teal shows the average planned task time in each workflow.
  (the average of task due date - task creation date)
- Red shows the average time for overdue work.
  (average of task completion date - task due date)
  
  Hovering over the bars displays the full workflow name, the total number of tasks in that workflow, the total task duration, and a summary of the scheduled and overdue time.

Analyze campaign performance

In the Performance tab of Campaign Analytics, you can review Performance summary metrics, Content performance timeline, and Content performance carousel.

Performance summary metrics

Performance summary metrics represent an overview of the total performance metrics for the campaign, including:

Pageviews – Sum of pageviews for the content in the campaign within the period.
Unique visitors – Sum of unique visits for the content in the campaign within the period.
Attention time – Sum of attention time to content in the campaign within the period.
Engagement rate – a weighted average of engagement for content published in the campaign, calculated by dividing the sum of engaged visits (>30 seconds) by the total number of visits to content in the campaign, then multiplied by 100.

Content performance timeline

How is your campaign performing by pageviews?

Select pageviews with the dropdown to unique visitors, engagement rate, average attention time, and average page views per visitor.
Compare one campaign's performance metrics to another campaign's using the current campaign's timeline as a reference. If it is an ongoing campaign, CMP date-matches the comparison between the two. If it is time-bounded, CMP matches the comparison by the day of each campaign (day 1, day 2, and so on)
Select daily, weekly, and monthly views.
It shows the last 30 days of ongoing campaigns; for time-bounded campaigns, it shows the period from the beginning of a campaign to today.

Select performance metrics to display Pageviews, Unique Visitors, Engagement Rate, Average Attention Time, Average Pageviews per visitor. You can compare that performance metric to another campaign and select daily, weekly, or monthly views.

Content performance carousel

What content resonates most?

Displays the top six pieces of content produced in this campaign (all time), as ranked by the total number of page views received by that piece of content.
Click a piece of content to open that article's Single Article Analytics page.
Selecting a label group and a child label obtains filter results.