Outcome measurement provides a reporting layer for growth plays in BlueConic. It aggregates performance metrics from connected advertising and marketing platforms into a single dashboard, so you can measure whether a growth play is meeting its target.

With outcome measurement, you can:

Monitor platform-reported metrics for a growth play, such as impressions, clicks, spend, conversions, and return on ad spend (ROAS)
Set a target for the primary metric

Outcome measurement is available directly within the Growth Play configuration experience.

Supported growth plays and platforms

The MVP release supports reporting for:

Intent-based media targeting
Look-alike audience expansion

And these platforms:

Google Ads
Meta Ads

Future releases expand support to additional growth plays and platforms.

Before you begin

Before using outcome measurement:

Configure supported advertising platform connections in BlueConic
Grant the required reporting permissions in the advertising platform
Ensure campaigns are active and generating performance data
To use BlueConic-observed conversions with Google Ads, set your Google Ads Final URL Suffix to utm_id={campaignid}. Google Ads doesn't add this parameter by default, and BlueConic requires it to match a visit to a campaign.

Open outcome measurement

Open a Growth Play in BlueConic.
Select the Outcomes tab.

The outcome dashboard opens and displays the configured target goal, performance metrics, and breakdown table.

Configure an outcome

You can configure the target value, target period (monthly or quarterly), and link campaigns for a growth play outcome.

Open the Outcomes tab for a growth play.
Select Edit.
Enter a name for the outcome.
Optional: Enter a description.
Enter a target value.
Select a target period.
Add one or more linked external campaign IDs.
Select Save.

Target section

The target gauge visualizes progress toward the primary metric target for the selected reporting period (monthly or quarterly).

The target gauge includes:

The primary metric being tracked
The configured target value
Current progress toward the target
The number of days elapsed in the reporting period

BlueConic calculates progress using aggregated reporting data from all linked campaigns. For example, if the target value for conversion value in the current month is 50,000, the target goal displays the percentage of the target achieved based on the combined campaign performance.

The target pace line shows the projected progress required to reach the configured target by the end of the reporting period. Use this comparison to identify whether campaign performance is on track, ahead of pace, or behind pace.

Hover over points in the graph to view:

Daily actual values
Cumulative actual performance
Target pace values for a specific date

KPIs

The KPI section displays aggregated metrics for all linked campaigns during the selected reporting period.

Available metrics:

Impressions
Clicks
Spend
Conversions (platform reported)
Conversion value (platform reported)

The displayed metrics depend on the connected platform and available reporting data.

Change the reporting period

You can change the reporting window displayed in the dashboard.

Open the period dropdown menu.
Select one of the available options:
- Current month
- Current quarter
- Custom period
Optional: Select a custom date range.

The dashboard updates automatically based on the selected period.

Breakdown table

The breakdown table displays campaign-level performance for the linked campaigns included in the outcome.

The table includes:

Campaign name
Aggregated reporting metrics
Totals across all linked campaigns

Use the table to compare campaign performance and identify which campaigns contribute to the outcome target.

Customize displayed metrics

You can choose which metrics appear in the campaign breakdown table.

In the breakdown section, select the filter icon.
Select or clear metrics from the list.

The breakdown table updates immediately.

Available metrics

The breakdown table can display:

Impressions
Clicks
Spend
Conversions
Conversion value
CTR
CPM
CPC
ROAS
Cost per conversion

About BlueConic-observed conversions

Alongside platform-reported metrics, the Outcomes tab and breakdown table show a second set of numbers labeled "BlueConic-observed": conversions and revenue BlueConic measures directly, independent of what Google Ads or Meta report.

When a profile visits your site through a link with a utm_id parameter, BlueConic logs that as a campaign visit. If that profile later places an order, BlueConic credits the conversion to the most recent matching campaign visit, using the Order event already on the profile. This last-touch model works alongside your existing setup.

You'll see BlueConic-observed figures in two places:

Outcome level: total BlueConic-observed conversions and revenue across the growth play, plus return on ad spend (ROAS) and revenue per click.
Campaign level: the same figures broken out per campaign, shown next to that campaign's platform-reported numbers, with cost per conversion. A filter lets you switch the breakdown table between platform-reported, last-touch, and BlueConic-observed views.

Good to know:

BlueConic-observed conversions attribute to the campaign's utm_id, not utm_campaign, since campaign names can change but campaign IDs don't.
This model credits the last matching campaign before conversion, not every touchpoint a profile saw.
The same order can count toward more than one outcome when a campaign feeds more than one outcome. Read each outcome individually rather than adding totals together.
Available for Lookalike Audience Expansion and Intent-Based Media Targeting.

Check outcome status with the Growth Monitor Agent

The Growth Monitor checks an outcome against its target every day and tells you where things stand, a status you can trust because it's calculated the same way every time, not guessed by AI, plus a plain-language read on what's driving it.

Status

BlueConic projects where the metric will land by the end of the reporting period (today's pace, scaled up by how much of the period is left) and compares that projection to your target:

On track — projected to reach at least 95% of the target
At risk — projected to reach 85–95% of the target
Off track — projected to reach less than 85% of the target
No target — no target is set for this outcome; trend still shows
No data — a target is set, but there isn't enough reporting data yet to project against it
Activity stopped — reporting has gone quiet from your connected campaigns while the period is still open
Error — reported numbers look inconsistent (for example, more conversions than clicks), shown as "Evaluation failed because reporting data is inconsistent"

Trend

Trend compares today's pace to the same point in the previous period:

Higher — pace is more than 10% faster than last period
Similar — within 10% either way
Lower — pace is more than 10% slower

Note: Trend isn't shown when there's no comparable prior period, or when status is No data, Activity stopped, or Error.

AI summary and second opinion

Alongside the status badge, the Growth Monitor adds:

A short plain-language summary of what's happening
A second, independent AI read on the same numbers — shown with a confidence level (Low, Medium, or High) and whether it agrees with the calculated status
Evidence you can expand for more detail, such as which campaigns are reporting stale data or where numbers look off

The status badge itself is always rule-based — the AI layer explains and adds a second opinion on top of it, but never determines it.

Get recommendations with the Growth Advisor Agent

The Growth Monitor tells you what's happening. Growth Advisor helps you decide what to do about it.

Note: not to be confused with the Advisor Agent in Growth Play Agents, which recommends which growth play to launch. Growth Advisor instead optimizes a growth play that's already running, based on its live outcome data.

How it works

When you ask Growth Advisor a question about an outcome, it starts with a snapshot the outcome's target, linked campaigns, and latest Growth Monitor result and pulls in more detail itself if it needs it, such as monitor history, individual campaign performance, or daily trends for whatever date range your question covers.

Every recommendation is checked against that evidence before it reaches you. If a draft answer isn't backed up, it gets sent back for revision, or the agent tells you it can't determine an answer, rather than passing along an unsupported claim.

Ask it things like:

Why is this outcome off track?
Which campaigns are dragging down performance?
Where should I shift budget?

Note:

The advisor recommends, it doesn't make changes in your ad platforms for you.
Recommendation quality depends on having enough measured history for that outcome. A growth play that just launched will get thinner advice.

Next steps

For guidance on configuring and optimizing your growth play, see Growth Play Agents.
Check the Growth Monitor status and ask Growth Advisor for recommendations regularly, especially for outcomes that are off track, at risk, or newly launched.