Overview
Your campaign goal is the outcome you want MNTN to optimize toward.
Before building your campaign, consider your broader business objective, the action you want customers to take, and the conversion point you plan to measure. These decisions help inform your MNTN pixel implementation, audience targeting, creative messaging, and campaign goal.
Your business needs may also change over time. For example, you may initially focus on building awareness or increasing site visits, then shift toward purchases, form fills, or other conversion outcomes as your strategy evolves.
Consider Your Conversion Point
Before selecting your campaign goal, consider the event you will measure with your MNTN conversion pixel.
Your conversion point should align with the primary outcome you want the campaign to drive.
Choosing the right conversion point helps with:
Objective alignment: Measure a conversion event that directly supports your campaign objective.
Optimization: Pixeling the correct conversion point ensures technology efficiently optimizes toward the desired outcome.
Measurement accuracy: Evaluate performance against the conversion event that matters most to your campaign.
Decision-making: Use the resulting data to inform budget allocation, audience performance, and creative decisions.
Select a Goal Type
The goal types available to your campaign depend on the campaign objective and, where applicable, whether you're running a Prospecting or Retargeting campaign.
📝 Note: You can return to your campaign and adjust the goal type as your campaign strategy or business needs change.
Campaign Objective | Campaign Strategy | Available Goal |
Awareness | Prospecting | CPV or CPCV |
Traffic & Sales | Prospecting | CPA or CPV |
Traffic & Sales | Retargeting | ROAS |
Leads | Prospecting | CPA |
App Promotion | Prospecting | CPA |
App Promotion | Retargeting | ROAS |
Understand Each Goal Type
Cost per Visit (CPV)
Formula:
Campaign Spend ÷ Campaign Visits
Use CPV when your goal is to grow awareness and encourage site visits from your target audience. CPV helps MNTN reach households with a higher propensity to visit your site.
📘 Example: Sarah’s Nursery is launching a website that showcases current inventory, in-store events, and promotions. A CPV goal can support a campaign focused on encouraging people to visit the site and learn more.
Performance metrics:
Households Reached
Verified Visits
Visit Rate
Example conversion point:
If Sarah’s Nursery wants to promote its in-store events and promotions, it could place the MNTN conversion pixel on the events and promotions page.
Cost per Completed View (CPCV)
Formula:
Campaign Spend ÷ Campaign's Completed TV Views
Use CPCV when your priority is increasing the number of households that watch your ad through completion.
MNTN serves CTV ads on premium, non-skippable inventory. Unlike CPV, which considers both awareness and subsequent site visits, CPCV focuses on completed views. CPCV may be useful when your business is new, has launched a new product, changed its name, or otherwise wants to increase awareness.
📘 Example: Sarah’s Nursery is opening a new store in a new region and wants to build awareness for the location. A CPCV goal can support a campaign focused on reaching households in that area with its CTV creative.
Performance metric:
Completed View Rate: available through Custom Reports.
Example conversion point:
If Sarah’s Nursery is promoting its new location in the CTV creative, it could place its conversion pixel on a homepage button that directs visitors to the new location page.
Cost per Acquisition (CPA)
Formula:
Campaign Spend ÷ Total Campaign Conversions
Use CPA when you want to reach households likely to visit your site and complete a desired action. For example, CPA can support campaigns focused on newsletter sign-ups, form fills, or other conversion events.
📘 Example: Sarah’s Nursery has launched a monthly newsletter. A CPA goal can support a campaign designed to drive site visitors to complete the newsletter sign-up form.
Performance metrics:
CPA
Conversion Rate
Example conversion point:
If the campaign goal is newsletter sign-ups, Sarah’s Nursery should consider placing its conversion pixel on the confirmation page displayed after a user completes the form.
Return on Ad Spend (ROAS)
Formula:
Campaign Revenue ÷ Campaign Spend
Use ROAS when you want to reach households likely to purchase your goods or services. For example, an e-commerce advertiser may use ROAS when the primary campaign outcome is driving purchases.
📘 Example: Sarah’s Nursery has added e-commerce functionality to its website, allowing customers to purchase in-stock inventory online. A ROAS goal can support a campaign focused on driving purchases.
When selecting a ROAS goal, make sure your conversion point is mapped to a revenue-generating event with Order Amount mapped.
Performance metrics:
ROAS
Conversion Rate
Example conversion point:
If the campaign goal is to drive e-commerce purchases, Sarah’s Nursery should place its conversion pixel on the confirmation page displayed after a customer completes a purchase.
Enter a Goal Value
After selecting a goal type, enter a value in the Goal Amount field.
The goal value is not a bid. It is a variable MNTN considers when buying inventory for your campaign.
Use the Goal Amount field to enter the quantitative performance target associated with your selected goal. MNTN will then optimize toward the campaign goal you established.
💡 Pro Tip: Consider using performance benchmarks from your other marketing channels when setting your initial goal value.
For example, if your search and social campaigns typically generate a $45 cost per acquisition, you could select Cost Per Acquisition (eCPA) and enter 45 in the Goal Amount field.