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What are Initiatives?

Initiatives are the core organizing concept in Dialed. Everything you track — web pages, ads, emails, assets, and links — connects back to an Initiative. This is how Dialed knows which marketing activities drove which results.

Think of an Initiative as the answer to: "What campaign or program do I want to report on?"

What counts as an Initiative?

An Initiative is any marketing campaign, program, or effort you'd want to see performance data for. If you'd put it on a slide in a marketing review or mention it in a stakeholder update, it's probably an Initiative.

Some examples:

  • A product launch campaign
  • A quarterly content push (ebook, guide, webinar series)
  • An event promotion or conference
  • An always-on lead gen program (your pricing page, demo request flow)

Each Initiative has a type (Content, Event, Product, or Other), a status (Planning, Active, Paused, Complete), and an optional goal (Leads, Traffic, Registrations, Meetings, or Pipeline) that helps contextualize your reports.

The Evergreen Initiative

Every Dialed account starts with a default Evergreen Initiative. This captures your always-on marketing activity — the stuff that isn't tied to a specific campaign.

Evergreen is your baseline. Assign it things like:

  • Your homepage and pricing page
  • Ongoing blog content
  • General brand awareness landing pages
  • Contact and About page conversions

Evergreen can't be deleted. Think of it as your control group — the steady drumbeat of marketing that's always running, so you can compare campaign-specific Initiatives against it.

What connects to an Initiative?

Each Initiative acts as a hub that ties together all the pieces of a campaign:

  • Web Pages — Landing pages where conversions happen. This is the foundation of attribution. When someone fills out a form or books a meeting on a page assigned to an Initiative, Dialed credits that Initiative.
  • Ads — Meta and LinkedIn ads that drive traffic to your landing pages. Linking ads to an Initiative means spend, impressions, and clicks show up in that Initiative's report.
  • Emails — HubSpot marketing emails that nurture leads. Importing emails lets Dialed track email influence on pipeline progression.
  • Assets — Creative files (images, videos) used in your campaigns. Keep everything organized in one place.
  • Links — UTM tracking links for measuring traffic sources and channels.

Why this matters

Without Initiatives connecting the pieces, your marketing data stays in separate silos — ad spend in Meta, leads in HubSpot, traffic in GA4. You can see individual numbers but you can't answer the question that matters: "Did this campaign actually work?"

When you assign a web page to an Initiative and link your ads, Dialed can trace the full journey: someone clicks an ad → lands on that page → fills out a form → becomes a lead → progresses through your pipeline → closes as a customer. That's full-funnel attribution from ad spend to revenue, tied back to the specific Initiative that made it happen.

Setting up an Initiative

You can create an Initiative from the Initiatives page. You'll set:

  1. Name — Something descriptive (e.g., "Q1 Product Launch" not just "Campaign 1")
  2. Type — Content, Event, Product, Evergreen, or Other
  3. Status — Planning, Active, Paused, or Complete
  4. Goal (optional) — Leads, Traffic, Registrations, Meetings, or Pipeline
  5. Start and End Dates (optional) — Helps scope reporting to the right time period

Once created, open the Initiative to access the Manage drawer. This is your workspace — you'll see a setup checklist on the left (Web Pages, Assets, Ads, Emails, Links) and performance data on the right.

The most important next step: Assign at least one web page to your Initiative. Without web pages, Dialed can't attribute conversions, and your reports will be empty. See [Importing & Assigning Web Pages] for how to do this.

Quick tips

  • One Initiative per campaign. Don't dump everything into Evergreen. If you're running a specific push, create a dedicated Initiative so you can isolate its performance.
  • Use Evergreen for the baseline. General website traffic, ongoing blog posts, and always-on lead gen belong here.
  • Set a goal. It helps contextualize reporting and gives Dialed's AI insights better context for analysis.
  • Web pages are the minimum. An Initiative without web pages assigned won't show lead or pipeline data in reports.