Build a campaign tracker for your team

A good campaign tracker records the same small set of facts for every campaign, so you can compare campaigns and spot the ones that need attention. Kite starts with these fields and adjusts them to how your team works:

• Campaign name and goal. The goal is a result you can check, such as "200 webinar registrations" or "30 demo requests from the pricing page."
• Channel. Email, paid social, content, events, outbound, partnerships, or whichever channels your team uses.
• Owner. One person per campaign, so everyone knows who to ask.
• Status. A short fixed list, such as Planned, In progress, Live, and Done, so the same word means the same thing on every row.
• Dates. The start date, launch date, and end date, plus any deadline the work depends on.
• The work involved. Each asset with a link to it, such as the landing page, the emails, the ads, and the posts.
• Budget. This applies to the campaigns that spend money.
• Results against the goal. The number the campaign reached, with a one-line note on what to do next.

Kite leaves out the fields your team won't use. A three-person team running five campaigns at once doesn't need a column for budget approvals, and a column that stays empty is usually the first sign a tracker is drifting. When your team already has its own names for channels or stages, Kite uses them, so the tracker reads the way you already talk about the work.

If you'd like to see the same information laid out as a calendar first, see Marketing calendar template: track every campaign in one place Coming soon .

Kite fills the tracker from the places your campaigns are already recorded, so nobody has to type them in again. Most teams keep campaigns in two or three places at once, and Kite reads each one:

• Your existing spreadsheet. Connect Google Sheets and tell Kite the file's name. Kite finds it, reads its tabs, works out which rows are campaigns, and matches your columns to the tracker's fields.
• Linear. If your team plans campaigns as Linear projects, Kite reads each project's target date, milestones, status updates, and issues. The tracker then shows the same plan your team already works from.
• The work Kite is running. Every initiative Kite works on has a status on its initiatives board, along with the tasks behind it. Kite adds those campaigns to the tracker with links to the pages, emails, and posts it has delivered.

Say your team's sheet has 23 rows spread across four tabs, the product launch lives in Linear, and Kite is running an outbound email campaign. Kite combines all of them into one list. When the sheet and Linear both describe the same webinar, Kite keeps a single row for it. When a row has no owner or no launch date, Kite asks you about it rather than guessing.

Kite builds the tracker as a small internal web tool, so each person on your team can look at the campaigns the way they need to. It lives at a stable link, uses your team's logo and colors, and by default only people who sign in with your company's email address can open it.

A typical tracker gives your team several ways in:

• A board by status, so you can see at a glance what's planned, in progress, live, and done.
• A list by owner, so each person can check their own campaigns before a team meeting.
• A timeline by launch date, so overlapping launches and crowded weeks are easy to spot.
• Filters for channel, owner, and status.
• Charts of results, such as demo requests by campaign for the quarter.

If an agency or a client should see the tracker too, Kite can let people from their email domain sign in as well.

Some teams would rather keep working in a spreadsheet, and Kite can build the tracker in Google Sheets instead. It creates the spreadsheet, turns the Status column into a dropdown of your stages, highlights overdue rows with conditional formatting, adds filters, and builds a chart of results. You keep the familiar spreadsheet, but with a structure that holds up after the first month.

Kite keeps the tracker current by recording changes as part of the work, so nobody has to remember a separate update. You choose how often it refreshes, such as every weekday morning, and Kite runs the refresh as a recurring job.

Each refresh brings in what changed since the last one:

• Campaigns Kite moved forward. When Kite has published a landing page, sent an email campaign, or posted to a connected social account, the tracker shows the new status and the link to what went live.
• Rows your team edited in the spreadsheet. A new campaign, a changed date, or a new owner shows up in the tracker.
• Linear projects that changed. A new target date or a project update marked at risk carries over to the campaign's row.

Kite can also write changes back, so your spreadsheet and Linear stay in step with the tracker. In Google Sheets, it updates the matching row in place rather than adding a duplicate. In Linear, when Kite finishes a piece of campaign work, it moves the issue to Done and comments with the live link.

You can change the tracker by telling Kite, too. Say, "Move the webinar to November 12 and make Priya the owner," and Kite updates the campaign. When a campaign's end date has passed and it's still marked In progress, Kite points it out on the next refresh so the owner can close it or extend it.

A tracker that only shows status tells you what's finished, but it doesn't tell you what worked. Kite adds results to each campaign from the sources it can measure:

• Pages on a website Kite hosts. Kite reports visitors, form submissions, clicks on calls to action, and conversions for the campaign's landing page.
• Email Kite sends. Kite reports how many messages were delivered, which failed, and who replied.
• Websites and campaigns measured elsewhere. Kite reads the numbers from your connected analytics product, CRM, or advertising account.

Kite compares each result with the goal written on the campaign's row and adds a short note about what to do next. For example, a note might read, "41 demo requests against a goal of 30. Keep the new pricing page headline and test the form next." When a campaign hasn't been measured yet, the tracker says so instead of showing a zero.

You can also ask Kite for a weekly summary of the tracker. It lists what launched, what's running late, and how each live campaign compares with its goal. Kite delivers it to a Slack channel, by email, or as its own conversation in the Kite web app.