Outcome measurement is the reporting layer for growth plays in BlueConic. It combines performance data from connected advertising and email platforms with engagement data from BlueConic Dialogues, and measures conversions from the profile and its order history. Use the Outcomes tab to track progress toward a target, review performance trends, and see which touchpoints contributed to conversions.
Outcome measurement helps you:
Track impressions, views, clicks, spend, email engagement, conversions, conversion value, and return on ad spend (ROAS).
Compare results across platforms, campaigns, dialogues, and dialogue variants.
Monitor progress toward a primary metric target, with notifications when an outcome needs attention.
Review BlueConic-observed and last-touch attributed conversions.
Ask the chat why an outcome is off track, and approve the recommended fix.
Supported growth plays and data sources
Outcome measurement supports these growth plays:
Intent-based media targeting
Look-alike audience expansion
Abandoned Cart Recovery
First-Purchase Acceleration
First-Party Audience Building
Dormant Customer Reactivation
Smart Replenishment & Upselling
Each growth play reports on the metric that defines its success. For the primary and supporting metric per growth play, see Outcome measurement metrics and attribution.
Outcome measurement reports data from:
Advertising platforms: Google Ads, Meta Ads, TikTok Ads, Snapchat Ads, X Ads, and Pinterest Ads
Email platforms: Klaviyo and Mailchimp
On-site: BlueConic Dialogues
For setup requirements per platform, see Outcome measurement data sources.
Note: Available data sources and metrics depend on the growth play. Recovery rate is available for Abandoned Cart Recovery only.
Before you begin
Set up each data source the growth play uses, including permissions and the utm_id parameter. See Outcome measurement data sources.
Associate each dialogue with the growth play through a canvas.
Confirm that the campaigns you plan to link are active and generating reporting data.
Configure outcome measurement
Open a growth play in BlueConic.
Select the Outcomes tab.
The Outcomes dashboard displays the configured target, reporting period, KPI cards, performance chart, and breakdown table.
Set up an outcome
The agent sets up the outcome in the same conversation as the growth play, after the Canvas is configured.
Complete the Canvas setup with the agent. When the play is set up, the agent moves on to outcome setup.
Review the primary metric for the growth play. The agent explains what it measures.
Accept the recommended target, or enter a different value.
Confirm the monthly or quarterly target period.
Review the campaigns the agent recommends from the activation platforms on your Canvas. Approve them, or select different campaigns.
Review the complete outcome configuration and approve it.
Note: The agent stores the campaign IDs for you. It offers manual campaign ID entry only when it can't retrieve campaigns from the platform.
When no campaigns exist yet, finish the Canvas setup and return to outcome setup later. The Canvas shows that the outcome setup is incomplete, with an action to resume it.
Edit an outcome
Use the Outcome settings panel to change an outcome, or to set one up without the agent.
Open the Outcome settings panel:
On the dashboard, select Edit on the Target progress card.
When the growth play has no outcome yet, select Set up manually.
When the selected period has no data, you can also select Outcome settings.
Enter a Target value. The primary metric it applies to appears below the field.
Select a Target period: Month or Quarter.
Under Linked campaigns, search for a campaign by name or enter an external campaign ID, then select Add. Each linked campaign shows its name, platform, and campaign ID. Select × to remove a campaign. If another outcome already uses the campaign, a warning names that growth play. You can still save the outcome. To see how a shared campaign affects attribution, see Outcome measurement metrics and attribution.
Select Save.
Review outcome performance
To open the dashboard, open a growth play and select the Outcomes tab.
Choose a reporting period. Select the date range at the top right of the dashboard, then choose a preset or select a start and end date on the calendar. Select Apply to update the dashboard.
Presets: Current month, Current quarter, Previous month, Previous quarter, Last 7 days, Last 30 days, Last 90 days, and Last 365 days.
The date range applies to the whole dashboard: the KPI cards, Target progress, Performance over time, and the Last touch breakdown.
Review target progress
The Target progress card shows how much of the target the primary metric has reached in the selected period:
The percentage of the target reached
The current value against the target value
The number of days completed
The primary metric, below the gauge
To compare progress with the pace needed to reach the target, see Review performance over time. Select Edit on the card to change the outcome. See Edit an outcome.
Review KPI cards
KPI cards show a fixed set of up to five metrics for the growth play, with the primary metric first. Each card shows the value for the selected period and a percentage change.
Note: For Abandoned Cart Recovery, the Recovery rate card shows recovered orders divided by cart abandonment events.
Review performance over time
The Performance over time chart shows the primary metric as a cumulative line for the selected period, with a dashed Target pace line for comparison.
Select the filter icon on the chart to choose which metrics it shows:
Target pace
Media: Impressions, Clicks, Click-through rate, and Spend
Outcomes: Conversions, Conversion value, Return on ad spend, Return per click, and Cost per conversion
When the selected period has no data, the dashboard shows No data yet for that period. If the previous period has data, the message tells you to select it in the date picker.
Tip: Resize the chart and other dashboard cards to fit your analysis. The surrounding cards rearrange automatically. BlueConic saves the layout in your browser, so it doesn't follow you to another device. Select Reset layout to restore the default.
Review the Last touch breakdown
The Last touch breakdown organizes reporting data in this hierarchy:
Platform
Campaign or dialogue
Dialogue variant, where supported
Rows are collapsed by default. Expand a platform, campaign, or dialogue to review detailed results.
The Total row combines data from all linked campaigns and associated dialogues. Select a dialogue name to open its configuration. A deleted dialogue keeps its saved name as plain text.
The table credits each conversion to one campaign: the campaign of the last tracked visit before the conversion. The KPI cards and Performance over time count every conversion from profiles the growth play reached, so the table rows don't add up to those totals. Media metrics, such as impressions, clicks, and spend, are the values the platforms report.
Hover over ⓘ next to the table title to see this explanation. A warning icon next to a campaign or dialogue means it's linked to more than one growth play. Hover over the icon to see how that affects attribution.
Select the filter icon to choose which metrics the table shows. Metrics are grouped as Media, Email, and Outcomes. Hover over a metric in the menu to see how it's calculated.
Monitor outcome status
BlueConic evaluates every active outcome once a day. You see an outcome's status and Pace in its notifications and in the chat.
BlueConic projects the primary metric value at the end of the target period and compares the projection with the target:
Status | Meaning |
On track | Projected to reach at least 95% of the target |
At risk | Projected to reach 85% to 95% of the target |
Off track | Projected to reach less than 85% of the target |
No target | No target is configured |
No data | A target is configured, but reporting data is insufficient for a projection |
Activity stopped | Reporting from connected campaigns stopped while the target period remains open |
Error | Reported values are inconsistent, for example conversions exceed clicks |
Pace compares performance so far with the same days of the previous target period. For example, 1 to 6 August compares with 1 to 6 July. Pace doesn't appear:
During roughly the first 20% of a target period, which is about the first six days of a month.
When the outcome didn't exist yet on the first day of the comparison window.
The status and projection still appear when Pace is hidden. Early in a target period, one slow day can swing the projection. An off-track projection then shows as a warning with an Early signal note.
Notifications
BlueConic checks every active outcome once a day and sends a notification only when something changes: the outcome moves to At risk or Off track, recovers to On track, or has a new data-quality issue, such as stale campaign data. An unchanged result doesn't send a new notification. Select the bell in the growth play's top navigation, or in the Launchpad side navigation, to open the notification center.
Each notification has a title and a summary of the outcome: the current value against the target, the projected result, and any concerns, such as linked campaigns that stopped reporting. When it applies, the summary also compares the current pace with the same stretch of the previous period.
Select All, Read, or Unread to filter notifications, or select Mark all as read.
Use the menu next to the growth play name at the top of the panel to switch growth plays.
Select Details to see the full assessment in the chat.
Select Fix to get a diagnosis and a proposed plan.
Note: Every day at 06:00 UTC, the person who created an outcome receives one email covering all their outcomes that are At risk or Off track. Only the creator receives this email.
Get help in the chat
The chat keeps one conversation across Launchpad, the Canvas, and Outcomes, so you don't need to repeat your goal. Growth Monitor and Growth Advisor are now part of this chat.
Suggested questions
When an outcome has been monitored, the chat suggests questions above the chat box based on its latest status, such as "Why are we off track?" or "What is driving our performance?" Select a suggestion or type your own question. The agent answers from the outcome's monitoring results and data, so you don't need to explain the situation.
Approving changes
When BlueConic can make the change, such as creating a segment, the agent asks for your approval first. Nothing changes until you approve it. When the change is outside BlueConic, such as increasing a budget in an ad platform, the agent gives you numbered steps to make it yourself.
Recommendation cards
When you ask for advice, the agent shows recommendation cards. Each card shows a confidence level and the recommended action, with expandable sections:
Why this matters
Suggested steps
Evidence
Caveats
A card can also show the expected impact of the action.
Open in Canvas
Select Open in Canvas below the cards to switch to the Canvas tab. The conversation stays open. The agent never switches tabs on its own.
Generate a custom analysis table
Ask the agent for a table when you need to sort, rank, filter, or compare outcome data in a way the dashboard doesn't show. For example:
Rank campaigns by how far they pull ROAS below target.
Compare spend, conversions, and ROAS across platforms.
Show campaigns with declining performance or stale data.
What the table includes
The table uses the selected date range and the active outcome's data.
The agent sorts, ranks, filters, or compares the data based on your request.
Column labels use marketer-friendly terms rather than raw field names.
Where relevant, the table notes the data source and how recent the data is.
The agent explains how it built the table, so you can confirm it matches what you asked for.
Review and export
The table appears in the conversation. It doesn't create a permanent dashboard widget.
Select Download CSV to export the table.
The agent follows the table with a short summary and a suggested follow-up question or action.
Next steps
Confirm that each data source passes utm_id and has the required permissions in Outcome measurement data sources.
Confirm that each dialogue is associated with the growth play through a canvas.
Check whether any campaign or dialogue is shared between growth plays, and separate them to get a clear last-touch result.
Select Fix on any At risk or Off track notification to get a plan.