Scenarios: What to do with alerts
Stay on top of performance issues
Keeping yourself informed on the performance of all your budgets and core metrics can be a big task - especially if that involves multiple accounts and multiple ad platforms. Use alerts to keep a pair of eyes on things at all times.
Alerts
Ensure your KPIs are on track
Customize you alert profile
Track budgets against targets
Getting the most from alerts
Alerts are a powerful tool in a digital marketers arsenal – but getting them right can be tricky. Understanding the balance between too few and too many is crucial.
Pulling all you ad platform data into one place makes for quick and easy analysis from a single platform – one login per day and you can get an immediate understanding of how your budgets are spending and where your KPIs are in comparison to your goals. Going beyond that we have Alerts. The Alerts feature in HawkeAI allows you customize an alert profile to have the platform alert you at the first sign of trouble – that means as soon as budgets or goals start to go the wrong way, you won’t even have to login to find them, the platform will tell you.
That said, getting your Alert profile right can be tricky, so here’s some pointers to ensure you get the most from this feature:
1. Identify the metrics that matter most
When you jump into Alert Settings one of the first things you’ll notice is that you can include basically any metric from any of your integrated platforms (you can even include your custom metrics). The temptation then is to comb through that list and pick out all the metrics that you think will be useful to get alerts for. This is where you have to stop yourself. Be ruthless, pick only the true core success metrics. The reality of performance across a broad data set over the course of a month is that things go up and down – the more metrics you have selected, the more likely you’ll keep getting pinged with alerts that are not really indicators of anything. What you’re trying to avoid here is alert fatigue. You want it so that when an alert is triggered, it means you’re probably going to have to take some action. If alerts keep dropping in that don’t really have any bearing, then quickly you’ll get in the habit of ignoring them altogether.
2. Experiment with thresholds
Once you’ve picked out the metrics that you know you’ll need to stay on top of, the next thing will be setting thresholds. To clarify, thresholds are the percentage of divergence from your target that you can tolerate before you want to be alerted. There is no hard and fast rule with this because frankly it will depend completely on the nuances of your category and your business. If, over the course of a month, your sales tend to be backloaded then you’ll need to set a threshold broad enough that it means that alerts won’t be firing throughout the first half of the month. Even just the natural variances of the way ad platforms will spend can consistently trigger super tight thresholds. So pick a number to start with, then refine as the month goes on by applying the rule that an alert should always inspire an action. If it doesn’t, you can reassess your threshold.
3. Who does it go to & what happens next?
This is a crucial part to making Alerts effective. The distribution method can be dictated in-platform: you can have them stay within the platform, be delivered via email, or have them sent into a slack channel. The best channel will always be whichever method means they’ll get picked up – that’ll be different for different organizations/people. Beyond the platform though, it is crucial to identify who owns the alerts, who is responsible for investigating when an alert is sent, and how is that alert then escalated to a point where a) action is taken, and b) how is it communicated that the alert was received and action taken.
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