The Campaign Performance Report is designed with a number of sections to help you understand your campaign's effectiveness by various dimensions, including cost, network data, and audience demographics.
This report can be easily customized and shared with stakeholders outside of the platform by generating a Shareable Link.
To report on multiple campaigns at once, please see the Program Performance Report.
In this article:
Campaign Performance Report Sections
Header
The header is included on the shareable report page and is not shown when viewing the Performance tab within the campaign.
The header contains the following details, pulled from the Marketing Plan section of the campaign.
- Campaign Name
- Campaign Description
- Budget
- Content Due Date
Note: To omit the Budget from the header, leave the field blank on the Marketing Plan in the Campaign setup.
Content Tab
All content created for the campaign is available in the Content tab and is viewable in a grid or list view. Users can filter the content by network and sort by post date, date content entered the platform, engagements, or impressions. Clicking a content preview opens the expanded image or video with the post caption and associated metrics.
Note: While you are able to export content from the Content tab of the campaign, users cannot export content from a shareable link.
Content Performance
The content performance section will show you the following information:
- Number of influencers that created content
- Total impressions: defined as the number of times the campaign content has been seen
- Total engagements: defined as likes, comments, or shares
- Overall engagement rate: defined as engagements divided by impressions
Top Influencers by Engagements
The five influencers with the most total engagements for the campaign are displayed with profile images and total engagements. Clicking on the influencer's profile image in this section will direct to the influencer’s Instagram profile (via instagram.com).
Top Content
The Top Content section is sortable by total engagements, total impressions, or engagement rate, and your selection will determine the metric shown below the image. By default, you will see the first 5 images, but you can use the right or left arrows within this section to view other content. Clicking on an image in this section will direct to the post on the social network.
Audience Demographics
Audience demographics are calculated by distributing the audience insights of each influencer who posted across the total impressions for the campaign’s content.
The metrics included in this section include:
- Gender breakdown
- Top eight countries
- Top eight cities
Content By Network & Type
A donut chart is used to display the number of posts created by social network and post type.
Insights & Benchmarks
This section includes three different insights for you to use: (1) CPE Benchmarks, (2) CPM Benchmarks, and (3) Engagement Insights.
- CPE (Cost per Engagement) & (Cost per 1,000 Impressions) Benchmarks
- Industry benchmarks are based on the median value for all campaigns executed in the Mavrck platform for the last six months. Please note: This explanation for industry benchmark calculations can be found be clicking the small info icon in the bottom right of the box.
- Engagement Insights
- Half-donut chart displaying the percentage of influencers whose campaign posts exceeded their average engagement rate.
Cost
The total cost is calculated by adding up all campaign incentives with a status of Ready or Fulfilled.
This section also shows CPE and CPM, which are additionally included in the "Insights and Benchmarks" section as described above.
Referrals
If you added a Amplify Content link to the "Influencer Requirements" for this campaign. The total number of clicks on all Amplify Content links will show in this section. Additionally, if you have installed a conversion tag, the total number and value of all conversion tracked through the conversion tag will be included.
Reviews
If you added a Product Review to the "Influencer Requirements" for this campaign, the reviews section will show you:
- Total number of reviews collected
- Average rating on a five-star scale
- Average character count of reviews
Generating a Shareable Link
- Open the relevant campaign.
- Click the Share button in the campaign header.
- Select Performance Report.
- Check which sections you would like to include or exclude; you can update this later.
- Copy the given URL and send it to your collaborators.
Stakeholders can refresh the link at any time to see up-to-date metrics. If you'd like to change the sections that are included in the report, generate a new link using the above steps. Updated sections will be applied to all existing links.
For more detail on this and other Shareable Link features, please see Campaign Shareable Link Overview.
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