Not all goals are created equally. In many sports, the ultimate goal of the game is to win by earning points, whether that’s from hitting a home run, sinking a three-pointer or scoring a touchdown. However, we also track other stats during games like batting average, assists or tackles, which could be considered secondary goals. If players are doing well in their individual stats, they will be better able to help their team win the game.
In advertising, like sports, there’s an ultimate goal, which is usually a sale. If it’s a branding campaign, it might be increased awareness. However, there are other metrics we track, too, like increased site visits, eCPA, or increased foot traffic, to name a few. Depending on where in the funnel you are trying to reach customers, you might focus on a sales goal, or secondary or proxy goals. Let’s dive into which goals best match the different parts of the sales funnel.