The performance report consists of a number of sections to help you understand your campaign's performance by various dimensions. Shareable performance reports can be customized to include or exclude the sections outlined below.
Learn how to access and share the campaign performance report here.
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
Please note: To omit the "Budget" field from the header, you can leave the field blank within the Marketing Plan in 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.
Please note: While you will be able to export content from the Content tab of the campaign, users will not be able to export content from a shareable report.
Content Performance
The content performance section will show you the following information:
- Number of influencers that created content
- Total impressions: defined as 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 image 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 actual impressions for the campaign’s content, as reported by Instagram, across each posting influencer’s audience location and gender percentages. Please note: This explanation for audience demographic calculations can be found be clicking the small info icon in the bottom right of the box.
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
