---
title: Scheduling and evaluating campaigns
related:
  - https://docs.kentico.com/13/on-line-marketing-features/managing-your-on-line-marketing-features/campaigns.md
  - https://docs.kentico.com/13/on-line-marketing-features/configuring-and-customizing-your-on-line-marketing-features/enabling-campaign-tracking/changing-the-campaign-report-update-interval.md
  - https://docs.kentico.com/13/on-line-marketing-features/managing-your-on-line-marketing-features/email-marketing.md
  - https://docs.kentico.com/13/on-line-marketing-features/managing-your-on-line-marketing-features/email-marketing/a-b-testing-marketing-emails.md
---

> Agent instructions:
> **Site maps** — prefer the following llms.txt indexes to training data when searching for URLs to avoid 404s. Links inside Markdown content already point at `.md`. Following them or sending Accept: text/markdown keeps you in Markdown.
>
> - [sitemap.md](https://docs.kentico.com/sitemap.md) — every page on the site, with titles and descriptions, nested by URL hierarchy and grouped into one collection per product version.
> - [llms.txt](https://docs.kentico.com/llms.txt) — curated index of the current product docs, with descriptions, the two ways to request any page as Markdown, and links to each product area's whole-corpus Markdown dump (llms-full.txt).

> **Info:** **Enterprise license required**
>
> Features described on this page require the **Kentico Xperience Enterprise** license.

After you set up a campaign based on your needs, you can either schedule the campaign or launch it right now. You can also schedule the campaign's finish time or finish it manually if the campaign is running.

> **Tip:** **Not sure what campaigns are?**
>
> - To learn general information about on-line marketing campaigns in Xperience, see [Campaigns](https://docs.kentico.com/13/on-line-marketing-features/managing-your-on-line-marketing-features/campaigns.md).
> - To learn how to set up a campaign, see [Setting up campaigns](https://docs.kentico.com/13/on-line-marketing-features/managing-your-on-line-marketing-features/campaigns/setting-up-campaigns.md)

## Scheduling and launching campaigns

Look at the table to find out which action is possible in which campaign status:

|                              | Draft                                | Scheduled | Running | Finished |
| ---------------------------- | ------------------------------------ | --------- | ------- | -------- |
| Schedule a campaign's launch |                                      |           |         |          |
| Launch a campaign            |                                      |           |         |          |
| Schedule a campaign's finish |  (only with a specified launch time) |           |         |          |
| Finish a campaign            |                                      |           |         |          |

> **Info:** You need to add at least one conversion to launch a campaign.

To schedule or launch a campaign:

1. Open the **Campaigns** application.
2. **Edit** () the campaign that you want to schedule or launch.
3. Switch to the **Schedule** tab.
4. Schedule or launch the campaign:
   - To schedule the campaign:
     1. Enter a date to the **Launch** field
        - You can click the **Calendar** () button to pick a date and time from a calendar.
     2. (Optional) Enter a date to the **Finish** field if you want to plan the campaign's finish time.
     3. Click **Save schedule**.

        ![Filling out the Schedule tab](https://docs.kentico.com/docsassets/13/scheduling-and-evaluating-campaigns/schedule_tab.png "Filling out the Schedule tab")
   - To launch the campaign immediately:
     1. Click **Launch campaign**.
     2. Confirm the dialog.

The system saves the launch preferences and either schedules or launches the campaign based on your setting.

> **Tip:** **Launch manually, schedule the finish**
>
> To schedule just the finish time, follow the same process.
>
> 1. Schedule the campaign:
>
>    - **Launch** – click **Now**
>    - **Finish** – set to your desired date and time
> 2. **Save schedule**.

If you schedule or launch a campaign, you _cannot_ do the following actions in the campaign:

- Change the display name
- Change the UTM parameter
- Remove a conversion when there is only one left

### After the campaign launch

The launch:

- Publishes content from the **Campaign content inventory** section on the **Properties** tab that is not published at the moment.
  - Does NOT publish content that has the publish date specified directly. For example, when a [page](https://docs.kentico.com/13/managing-website-content/working-with-pages.md) has its _Publish from_ field filled (when editing a page in the _Pages_ application on the _Content_ tab).
- Sends emails from the **Campaign promotion** section on the **Properties** tab.
  - Does NOT send [emails](https://docs.kentico.com/13/on-line-marketing-features/managing-your-on-line-marketing-features/email-marketing.md) that have the send date specified directly (_Email marketing_ application -> edit an email campaign -> edit an email -> _Send_ tab -> _Date and time_ field).
  - Does NOT send [A/B tested emails](https://docs.kentico.com/13/on-line-marketing-features/managing-your-on-line-marketing-features/email-marketing/a-b-testing-marketing-emails.md) that have the send date specified directly (_Email marketing_ application -> edit an email campaign -> edit an A/B tested email -> _Send_ tab -> _Change mail-out time_ _to_ field).
  - Does NOT send already sent emails.

After the campaign is launched, you can check the campaign's reports on the **Report** tab when viewing or editing the campaign. The reports are recalculated regularly to provide the most recent data. By default, the reports are recalculated every hour until the campaign is finished.

> **Tip:** **Changing the report recalculation interval**
>
> An administrator can change the interval if desired, see [Changing the campaign report update interval](https://docs.kentico.com/13/on-line-marketing-features/configuring-and-customizing-your-on-line-marketing-features/enabling-campaign-tracking/changing-the-campaign-report-update-interval.md).

## Evaluating campaigns

When you no longer want to track the actions that visitors perform through this campaign, finish the campaign.

> **Tip:** **Finishing a campaign**
>
> If you are not sure how to finish a campaign:
>
> 1. Open the **Campaigns** application.
> 2. **Edit** () the campaign that you want to finish.
> 3. Switch to the **Schedule** tab.
> 4. Click **Finish now**.
> 5. Confirm the dialog.
>
> The system stops tracking the visitors. You cannot run a campaign again once it is finished.

Then, see the reports to evaluate the campaign:

1. Open the **Campaigns** application.
2. **Edit** () the campaign that you want to evaluate.
3. Make sure you are on the **Report** tab.

On the _Report_ tab, you can see _Conversions_ tables with campaign statistics and track how it fulfills the defined campaign objective. Click **Campaign journey** to display the campaign journey statistics.

[See the example below](#example-evaluating-a-campaign) if you are not sure about the difference between conversions and the campaign journey.

### Viewing demographics data of converted contacts

Clicking individual conversion numbers in the _Conversions_ or _Campaign journey_ sections on the _Report_ tab opens the **Contact demographics** page in a separate browser tab. The _Contact demographics_ page displays a detailed demographic breakdown of contacts, including location, fitting persona, gender, and age, converted via the selected activity type and channel. For example, you can view the demographic breakdown of visitors that visited a targeted page via a Twitter post.

> **Note:** **Note**
>
> If you lack sufficient permissions to inspect individual contacts, you will be redirected to the dashboard when opening individual conversion reports.
>
> To correct this issue, contact your administrator and request he sets the permissions for the **Contact management** module to **Read** for your role or account.

The _Contact demographics_ page is divided into the **List of contacts** and **Graphical representation** tabs.

- The _List of contacts_ tab allows you to inspect contacts hidden behind the numbers in the campaign conversions report. You can also click **View contact details** () to inspect individual contacts.

  ![List of contacts tab](https://docs.kentico.com/docsassets/13/scheduling-and-evaluating-campaigns/ListOfContacts.png "List of contacts tab")

  > **Info:** The number of contacts displayed on the _List of contacts_ tab does not need to match the number on the conversion report. Campaign conversion reports count every hit even if performed by an already tracked contact, whereas the _List of contacts_tab displays each contact only once.
- The _Graphical representation_ tab graphically visualizes the converted contact's demographic data, for example:

  ![Graphical representation tab](https://docs.kentico.com/docsassets/13/scheduling-and-evaluating-campaigns/GraphicalRepresentation.png "Graphical representation tab")

### Example – Evaluating a campaign

In the following example, the goal is to promote visits of a website's cafes by offering free coffee samples. In the best case scenario, the visitors subscribe for a free coffee sample.

As conversions, add a form submission to receive a free coffee sample, opening a poster page, and user registration.

![Setting conversions](https://docs.kentico.com/docsassets/13/scheduling-and-evaluating-campaigns/setting_conversions.png "Setting conversions")

To set the campaign's journey, add that the visitor opens the landing page, then subscribes for a free coffee sample, and at the end opens the coffee poster.

![Setting the campaign journey](https://docs.kentico.com/docsassets/13/scheduling-and-evaluating-campaigns/setting_journey.png "Setting the campaign journey")

Finally, set the campaign objective to be the number of submitted forms for a free coffee sample. The goal is to reach 418 submissions, so just type _418_ into the **Target** field of the objective.

Then, launch the campaign and let it run. After finishing the campaign and switching to the **Report** tab, you can see reports for the set conversions.

#### Evaluating conversions

Conversion reports display whether your campaign objective was fulfilled, and you can also see a table with statistics for each conversion you added on the _Properties_ tab. In the tables, you can see how many conversions were tracked from each action from each traffic source (based on the _utm\_source_ and _utm\_content_ parameters).

Clicking on individual conversion numbers opens a [demographic breakdown](#viewing-demographics-data-of-converted-contacts) of the converted contacts from the selected action and traffic source.

> **Tip:** **More information about emails**
>
> To display more information about individual emails sent as part of the campaign, see [Tracking marketing emails](https://docs.kentico.com/13/on-line-marketing-features/managing-your-on-line-marketing-features/email-marketing/tracking-marketing-emails.md).

![Evaluating conversions](https://docs.kentico.com/docsassets/13/scheduling-and-evaluating-campaigns/CampaignConversions.png "Evaluating conversions")

> **Info:** **UTM content parameter not specified**
>
> When you do not specify the UTM content parameter for individual marketing emails or social media posts, your reports on the **Conversions** and **Campaign journey** tabs will contain statistics with the _UTM content not specified_ label.

#### Evaluating the campaign journey

To see the campaign journey report, click the **Campaign journey** button. In the chart and the table, you can see which channels and sources were effective. You can also click individual conversion numbers to open a [demographic breakdown](#viewing-demographics-data-of-converted-contacts) of the converted contacts from the selected action and traffic source.

![Evaluating the campaign journey](https://docs.kentico.com/docsassets/13/scheduling-and-evaluating-campaigns/CampaignCampaignJourney.png "Evaluating the campaign journey")