Campaign services
Digital candidate scorecard: six readouts of where you stand.
Before the first dollar, a campaign should know where it stands online against the field: how many people search the candidate's name, how the following is growing, how much the content engages, how much traffic the site gets, what share of the relevant keywords and the political ad auctions the campaign holds. The scorecard answers all six in writing, with a composite score and a reading of each, so the plan starts from facts.
Compliance built in: verification, disclaimers, texting registration and voter-data handling. How it works
What is included.
Name-ID search volume
How many people search the candidate's name, and the trend.
Follower growth
Across every platform, against the field.
Engagement rate
Whether the content moves anyone.
Site traffic
Visits, sources and time on site, with estimates for the rest of the field.
Keyword share
The share of the relevant searches the campaign holds.
Ad impression share
How often the campaign's ads show on the searches it targets, against the other advertisers in those auctions.
A composite score and a written reading
What each readout means and what to do first.
Sample scorecard
A composite score, six readouts and a written reading.
Composite score
72/100
Sample candidate for State House
Against a field of four
The reading
Strong name-ID search and impression share. Engagement lags the field: content is seen but does not move anyone. First move: contrast pages and fresh creative tests.
- Candidate
- Field average
Name-ID search volume
82
Candidate: 82Field average: 55Follower growth
64
Candidate: 64Field average: 60Engagement rate
41Below field
Candidate: 41Field average: 58Site traffic
77
Candidate: 77Field average: 50Keyword share
70
Candidate: 70Field average: 46Ad impression share
88
Candidate: 88Field average: 52
Sample scorecard with sample figures. Real scorecards pull live data on the candidate and the field.
How it runs
How it runs, against the calendar.
- 01
Request
Candidate, office, state and email.
- 02
Pull
Every readout, against the field.
- 03
Score
Six readouts and a composite.
- 04
Write
A reading of each, with the first move.
- 05
Deliver
In writing, on the date agreed at kickoff.
Campaign work is quoted against the election date and the size of the universe, in writing, after the discovery call.
See kickoff to election dayQuestions
Questions about the digital candidate scorecard
Who is the scorecard for?
Candidates, campaign managers and committees deciding where a race stands online before the first dollar is spent, and consultants who want an outside read.
What does it cost?
A flat fee, quoted after we confirm the office and the field. It is credited against the first month if you go on to run a program with us.
Where does the data come from?
Your scorecard is built from live data on the candidate and the field: search volume, follower growth, engagement, site traffic, keyword share and ad impression share, with sources cited.
Is the sample real data?
No. The sample on this page uses sample figures to show the format. Figures for the other campaigns come from public data and third-party estimates, and the report names each source.
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