You've created your first Initiative, connected your integrations, and imported some web pages. Now the question is: how should you structure everything so your reports actually make sense?
This article covers how to think about organizing your Initiatives — what types to use, how to name things, what to assign where, and the common mistakes that lead to confusing reports.
The most important principle: each distinct marketing campaign or program should get its own Initiative. If you'd put it on its own slide in a marketing review, it should be its own Initiative in Dialed.
Good structure:
Bad structure:
The goal is specificity. Each Initiative should represent a cohesive effort where the ads, pages, and emails are all working toward the same outcome. When you look at the report, you should be able to answer: "Did this specific thing work?"
When you create an Initiative, you'll pick a type: Content, Event, Product, Evergreen, or Other. This isn't just a label — it helps you categorize your reports and gives Dialed's AI insights better context.
Content — Ebooks, guides, blog campaigns, webinar series, podcast promotions. Anything where the primary asset is content you created.
Event — Conferences, virtual events, workshops, meetups. Anything with a specific date and registration.
Product — Product launches, feature releases, pricing changes. Anything tied directly to your product.
Evergreen — Reserved for your always-on Initiative. You shouldn't need to create additional Evergreen-type Initiatives — the default one handles your baseline.
Other — Catch-all for campaigns that don't fit neatly. Brand awareness, partnership promotions, seasonal pushes.
Don't overthink this. Pick the closest match and move on. The type helps with filtering and context, but it won't change your attribution data.
Goals are optional but worth setting. They tell Dialed (and your future self) what success looks like for this Initiative: Leads, Traffic, Registrations, Meetings, or Pipeline.
This helps in two ways. First, it gives you a quick visual reminder of what you're optimizing for when scanning your Initiatives list. Second, Dialed's AI insights use the goal to contextualize performance analysis — an Initiative with a Traffic goal gets evaluated differently than one with a Pipeline goal.
Your Initiative names show up directly in reports. Name them the way you'd want your CEO or VP of Sales to see them — clear, specific, and professional.
"Q1 Product Launch — Pricing Calculator" tells a stakeholder everything they need to know. "test campaign 2" does not.
A few naming tips:
Keep names descriptive enough to stand alone in a report. Someone reading "LinkedIn Content Series: DevOps Playbook" knows exactly what they're looking at without needing to click into it.
If you use UTM parameters, consider matching your utm_campaign value to your Initiative name. This isn't required (Dialed primarily uses landing page URL matching for attribution), but it helps with consistency if you're also looking at data in GA4 directly.
Avoid super long names. They'll truncate in table views and look messy in reports.
Every Initiative has a setup section in the Manage drawer. Think of it as a pre-flight check — here's what each item does and whether you need it:
Web Pages (required for attribution). At minimum, assign the landing page(s) where conversions happen for this campaign. No pages = no lead attribution = empty reports. This is non-negotiable.
Ads (required for spend data). If you're running paid ads for this campaign, import them from Meta or LinkedIn and assign them to this Initiative. This connects your spend data to your conversion data, giving you cost-per-lead and ROI metrics.
Emails (optional but valuable). Import HubSpot marketing emails associated with this campaign. This powers email influence tracking — showing how nurture sequences affect pipeline progression for leads originally acquired through this Initiative.
Assets (optional). Upload or import creative files (images, videos) used in the campaign. This is for organization, not attribution — having everything in one place is handy but won't change your reports.
Links (optional). Create UTM tracking links for this Initiative. Useful if you're sharing links in places Dialed can't track directly (Slack, social posts, partner emails).
Every Dialed account has an Evergreen Initiative. It's there by default and can't be deleted. Use it for everything that isn't a specific campaign:
Evergreen is your control group. When you look at reports, you can compare any specific Initiative's performance against Evergreen to see whether a campaign is actually outperforming your baseline.
Don't dump campaign-specific pages into Evergreen just because it's easier. If you ran a dedicated webinar landing page, that belongs in its own Initiative — otherwise its performance gets hidden in your Evergreen numbers and you can't tell what's working.
Empty Initiatives. Creating an Initiative but never assigning web pages, ads, or emails. The Initiative exists but generates no data. Always complete the setup checklist.
Everything in Evergreen. The opposite of the above — assigning everything to Evergreen because you don't want to create specific Initiatives. Your reports become one giant blob and you can't isolate any campaign's performance.
Overlapping pages. Assigning the same landing page to multiple Initiatives. Each page belongs to one Initiative. If you need to split traffic across campaigns, use separate landing pages.
Forgetting to import ads. Connecting Meta or LinkedIn ≠ importing your ads. The platform connection gives Dialed access. You still need to go to the Ads page, import your ads, and assign them to Initiatives. Without this, your reports won't show spend data.
Ignoring tracking status. Importing a page that shows "Needs Setup" and wondering why conversions aren't appearing. If the form on that page isn't connected to HubSpot, Dialed won't see the submissions. Check your tracking status and fix any "Needs Setup" pages before expecting data.
If you're not sure where to begin, here's a starter structure that works for most small B2B teams:
Evergreen (default) — Assign your homepage, pricing page, contact page, about page, and any always-on content. This is your baseline.
Your current campaign — Whatever you're actively running. Create an Initiative, assign its landing page(s), import its ads, and import any associated emails.
Your next campaign — Set it up in Planning status while you build out the landing page and creative. Switch to Active when it launches.
That's it. Three Initiatives is a perfectly fine starting point. You can always add more as you launch new campaigns. The important thing is that the structure is there so attribution works from day one.
Next up: Your Initiatives are set up and data is flowing. See [Understanding Your Reports] to learn what all those numbers mean and how attribution works behind the scenes.
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