Campaigns

Verification unlock: This feature is available for verified websites (when Campaigns are enabled on your plan). Verify your site now so campaign KPIs and triggers run correctly on live visitor data. Start here: Brands, Domains & Verification.

Campaigns help you track key visitor behaviors on your site and optionally show targeted messages when visitors complete certain actions.

This page explains what campaigns are and how to use them from a non-technical, user perspective.

Note: Campaigns may be a plan-specific or feature-flagged capability. If you don't see Campaigns in your account, check your plan or contact support.

What Is a Campaign?

In The Credibility Compass, a campaign is a set of rules that:

• Watches for important actions visitors take on your site.
• Tracks when those actions (KPIs) are completed.
• Optionally displays messages (modals, banners, toasts) after completion.

Examples:

• "Visitor views the pricing page and then clicks 'Start Trial'."
• "Returning visitors who read at least 2 blog posts."
• "Users who reach the checkout but don't complete purchase."

Each campaign can have one or more KPIs (key performance indicators) and an associated message or call-to-action.

When to Use Campaigns

Campaigns are useful when you want to:

• Understand how visitors progress along key journeys (e.g., awareness → consideration → trial).
• Nudge visitors with a timely message after they complete a certain action.
• Measure the effectiveness of content or UX experiments.

If you're just getting started, start with simple, high-impact journeys like "visited pricing" → "started trial".

Accessing Campaigns

If Campaigns are enabled for your account:

1. Log in to The Credibility Compass.
2. Open your main navigation or dashboard.
3. Look for a Campaigns item (label may vary slightly).

You’ll see a list of existing campaigns, their status, and basic performance indicators (e.g., how many users completed the main KPI).

Key Concepts (Plain Language)

• KPI (Key Performance Indicator) – A specific action or sequence of actions you care about (e.g., viewing a page, clicking a CTA).
• Visitor – A unique user or browser session, depending on how your site is instrumented.
• Campaign status – Typically one of:
• Draft – Not yet active or visible to visitors.
• Active – Tracking visitors and showing messages.
• Paused – Temporarily stopped.
• Archived – No longer in use.
• Message / Experience – The on-site message shown to visitors when they complete a KPI (modal, banner, toast, etc.).

Typical Campaign Workflow

1. Decide on the journey

Pick a simple, concrete journey, for example:

• Visitor views the pricing page and then clicks a "Start Trial" button.
• Visitor reads at least two articles in your blog section.

Be clear about:

• The start of the journey (e.g., visiting /pricing).
• The end of the journey (e.g., clicking a CTA).

2. Create a new campaign

In the Campaigns area:

1. Click "New Campaign" (or similar).
2. Give it a descriptive name (e.g., "Pricing to Trial Campaign").
3. Optionally add tags or a short description so you can find it later.

3. Define your KPI(s)

Your UI may allow you to describe KPIs in terms of:

• Page views (e.g., visited /pricing).
• Button or link clicks (e.g., a trial CTA).
• Custom events (e.g., "account_created").

For a simple campaign, you might define:

• KPI 1: Visitor viewed /pricing.
• KPI 2: Visitor clicked the "Start Trial" CTA on that page.

You can often specify whether the actions must happen in order and within a certain time window (e.g., within 24 hours).

4. Choose the delivery/message

If your plan supports on-site messages, configure:

• Layout – Modal, banner, toast, etc.
• Title and body – What you want to say once the visitor completes the KPI.
• CTA – Button text and destination (e.g., "Book a demo", "See FAQs").
• Caps/limits – How often a visitor should see the message:
• Only once per user.
• Once per session.
• Every time they complete the KPI (with an optional cooldown).

For example:

• Layout: Modal.
• Title: "Great to see you exploring pricing!"
• Body: "Got questions? Book a quick call and we’ll walk you through."
• CTA: "Book a call" → /demo.
• Limit: Show once per user.

5. Activate and monitor

When you’re ready:

1. Set the campaign status to Active.
2. Let it run for a reasonable period (e.g., at least a few days or weeks depending on traffic).
3. Review performance:
4. How many visitors meet the KPI criteria?
5. How often is the message shown?
6. How many visitors click the CTA?

Use these insights to iterate on your KPIs or message copy.

Best Practices

• Start small:
• One or two KPIs per campaign.
• A single, clear message.
• Focus on high-intent moments:
• Pricing pages, checkout steps, or key product pages.
• Avoid over-messaging:
• Respect caps so visitors don’t see the same prompt too often.
• Use clear value-focused copy (what they get by clicking).
• Use campaigns as experiments:
• Try different messages for the same KPI.
• Compare performance over time.

Troubleshooting Campaigns

I don't see my campaign firing

If a campaign seems inactive:

• Confirm the status is Active, not Draft or Paused.
• Make sure the underlying tracking is installed on your site (the embed or client snippet).
• Visit your site and perform the expected actions:
• Check if your event/activity logs show corresponding events.
• Double-check that KPI conditions:
• Match the actual URLs and event names.
• Are not overly restrictive (e.g., wrong path, incorrect match patterns).

If everything looks correct but still doesn’t fire, contact support with:

• The campaign name.
• The KPI definitions.
• Example URLs or user journeys you tested.

Visitors see the message too often (or too rarely)

Review your caps and cooldown settings:

• If visitors see the message too often:
• Reduce frequency (once per user/session).
• Increase cooldown between impressions.
• If visitors rarely see it:
• Check that the KPI conditions are realistic.
• Consider broadening the journey (e.g., include more paths).

How Campaigns Fit With the Rest of The Credibility Compass

Campaigns build on top of the event and journey tracking you may already use:

• User Journey – Shows you step-by-step behavior across sessions.
• UX Insights – Highlights friction areas or UX issues.
• Page & Site Analysis – Evaluates the quality of the content and structure on key pages.

Use Campaigns to:

• Turn insights into targeted, measurable interventions.
• Close loops between content, UX improvements, and user actions.