Understanding Dashboard Metrics

Your dashboard displays key metrics that tell the story of your campaign's health. Understanding what each metric means helps you make better decisions.

What you'll learn

• The meaning of each dashboard metric

• How metrics are calculated

• What constitutes good vs. concerning values

Metrics Grid Overview

The top of your dashboard shows a grid of key performance indicators (KPIs). Each card displays:

• Current Value - The metric's current state

• Trend Arrow - Up or down from previous period

• Change Percentage - How much it changed

Contact Metrics

Total Contacts

The total number of people in your campaign database. This includes:

• Voters you've imported

• Supporters who signed up

• Volunteers on your team

Target: Depends on your district size, but you should have at least 2-3x your win number.

Contacts with Email

How many contacts have valid email addresses. Important for:

• Email campaign reach

• Fundraising appeals

• Event invitations

Target: Aim for 60%+ of contacts with emails.

Contacts with Phone

How many contacts have phone numbers. Essential for:

• SMS outreach

• Phone banking

• GOTV calls

Target: Aim for 70%+ of contacts with phones.

Engagement Metrics

Voter IDs Collected

Voters whose support level has been identified (supporter, undecided, opposed). This is critical for:

• Knowing your supporter base

• Targeting persuasion efforts

• Planning GOTV operations

Target: ID at least 30% of your target universe before election day.

Supporter Count

Contacts marked as supporters (strong or lean). These are your votes:

• Strong Supporters (5) - Definite votes

• Lean Supporters (4) - Likely votes

Target: Your supporter count should exceed your win number.

The 1.5x Rule

Aim for 1.5x your win number in identified supporters to account for turnout drop-off and soft supporters.

Financial Metrics

Total Raised

Sum of all donations received. Includes:

• Individual contributions

• Recurring donations

• In-kind contributions (if tracked)

Average Donation

Total raised divided by number of donations. Helps you understand:

• Donor base composition (grassroots vs. major donors)

• Fundraising ask effectiveness

• Potential for upgrade asks

Donor Count

Unique individuals who have donated. Important for:

• Compliance reporting

• Building donor relationships

• Measuring grassroots support

Activity Metrics

Doors Knocked

Total canvass attempts at voter doors. This measures field operation intensity.

Calls Made

Phone contacts attempted through phone banking.

Texts Sent

SMS messages sent through text banking campaigns.

Quality Over Quantity

High activity numbers mean nothing if you're not reaching your target voters. Always filter activity metrics by your target universe.

Next Steps

• How to Use Date Range Filters

• Understanding Your Data Quality Score

• Using the Growth Timeline Chart