Impact cards
Impact cards
Impact cards are the fast summary at the top of Signals & Insights. They show whether DOE is reaching accounts and stakeholders, and whether activity is moving from reach into awareness or engagement.
Use these cards when you need a headline view before opening detailed rows.
Image guide: the left card is Account Impact and the right card is Stakeholder Impact. Each card shows a total context, such as In Targeting or All, then breaks the audience into status counts and percentages. The count is the actual number; the percentage explains the share of the selected base.
What The Cards Show
| Card | What the card tells you | Good question to ask |
|---|---|---|
| Account Impact | How targeted accounts are moving based on available account activity. | Are the right companies showing activity? |
| Stakeholder Impact | How individual stakeholders are moving through reached, aware and engaged states. | Are the right people being reached and engaging? |
| In Targeting | The count currently included in targeting for that card. | Is this the audience we intended to target? |
| All | The broader count available for context. | How much of the broader base is active or targetable? |
Understand The Labels
| Label | How to read the label | How to use it |
|---|---|---|
| Reached | DOE has delivery or activity showing the audience was reached. | Confirms coverage, but not necessarily interest. |
| Aware | Activity suggests the audience has moved beyond simple reach. | Useful for seeing early market movement. |
| Engaged | The audience took a stronger action, such as a click. | Best starting point for follow-up and prioritization. |
| Not Engaged | The account or stakeholder is in scope but has no engagement signal. | Use for gap review or campaign improvement. |
| Not Reached | The account or stakeholder has not been reached in the selected view. | Use for coverage and targeting checks. |
| Total Reached | A combined stakeholder count across reached, aware and engaged states. | Use as a broad audience-progress headline. |
How To Read The Percentage
The percentage is not a score. It is the share of the selected base represented by that number. For example, if a card says 94 engaged out of 135 in targeting, the percentage explains how much of the targeted base is engaged.
Always read the count and percentage together. A high percentage on a small base may be less important than a lower percentage across a strategic segment.
A Simple Card Review
- Check whether you are looking at Account Impact or Stakeholder Impact.
- Read the total base first.
- Compare reached, aware and engaged movement.
- Open the detail behind a number when available.
- Check Top Engagements to see which records explain the movement.
- Use account breakdowns to confirm whether the movement is happening in the right segment.
When Account And Stakeholder Impact Differ
Account Impact and Stakeholder Impact do not always move together.
| Pattern | What it may mean | What to inspect next |
|---|---|---|
| Account impact is strong, stakeholder engagement is low | Companies are active, but named people may not be clicking yet. | Website visits, account signals and stakeholder lists. |
| Stakeholder engagement is strong, account impact is low | A few people are active, but the wider account base may be quiet. | Stakeholder roles and account-level context. |
| Reached is high, engaged is low | Media is delivering, but action is limited. | Creative, audience fit, timing and follow-up strategy. |
| Not reached is high | Coverage may be incomplete for the selected audience. | Targeting setup, country, target group and permissions. |
What To Do After Clicking A Card
When a card number opens a filtered list, use that list to find the actual accounts or stakeholders behind the summary. Sort or filter the list if available, then look for:
- Strategic accounts with recent movement.
- High-fit accounts that are not reached.
- Stakeholders in important roles who clicked.
- Segments where engagement is lower than expected.
Before You Share An Impact Card
Add the context in the sentence. A good update says what audience the number belongs to.
Example:
"In the workspace view, Account Impact shows 94 engaged accounts out of 135 accounts in targeting."
Avoid using only the number or percentage without explaining the base. That makes it easy for readers to confuse accounts with stakeholders or personal scope with workspace scope.
If It Does Not Look Right
Check the selected scope, date range, active filters and whether you are reading the account card or stakeholder card. If the card changed recently, new signals or record updates may have moved records between categories.