Understanding Your Campaign Analytics - Overview Tab

Your Campaign Analytics tab is divided into four sections: Overview, Metrics Report, Platform Report, and Creator Report. This article will assist you in locating and understanding the features of the Overview tab. Please note, the following metrics are for illustrative purposes only and are generated from a test account; these examples do not in any way represent typical results. 

Locating Your Campaign Analytics

1. Log into your account and go to your Unity Workflow. From there, select the Campaign you would like to view by clicking the Campaign name.

2. From here click the Analytics tab.

3. You will then be taken to the Campaign Analytics for the specific Campaign you've selected. The Campaign Analytics tab defaults to the Overview tab, which we will go over in this article.

Overview Tab 

The Overview tab for your Campaign Analytics outlines the analytical data for all of your Campaign's Projects as a whole. As you read through this article you will notice that many analytics are pulled from the API of the platform used. 

For more detailed information on Instagram API please visit: https://developers.facebook.com/docs/instagram-api 

For more detailed information on Facebook API please visit: https://developers.facebook.com/docs/graph-api/ 

The Overview tab has a few different sections, starting with your Campaign Summary. This section gives you a brief overview of your Campaign and how it's performing. Components accessible under the Campaign Summary include: 

  • Followers: For blogs, this is the total number of unique monthly visitors (UMVs) and the information is pulled from Google Analytics. For other social platforms, it is the total number of followers or subscribers and the information is pulled from the API of the platform used, except Instagram which is pulled from the connection itself and only if it is a Creator or Business account. This graph shows the total number of Followers on the all of the social platforms used across your Campaign. Hovering over the Followers bar provides you with the number of sponsored and total followers the Connections have. This number is collected at the time of Publish.
  • Views: The combination of blog views/visits, Facebook impressions, Instagram impressions, Pinterest impressions, and YouTube video views. This graph shows the total number of impressions/views on the all of the social posts across your Campaign. Hovering over the Views bar provides you with with the number of promoted and total views the Connections have. For blogs, the information is pulled from Google Analytics, for all other social platforms it is pulled from the API of that platform. For Instagram, we have the capability to gather impressions only if:
    • The Creator has an Instagram Business or Creator account
    • The Creator has a Facebook Page
    • The Creator's Business or Creator Instagram account and Facebook Page were created via Instagram or Facebook
    • The Creator's Business or Creator Instagram account and Facebook Page are attached to each-other - this is done through their Instagram settings
    • The Creator's Business or Creator Instagram account and Facebook Page have been added as Connections in the system prior to the Creator accepting an offer and prior to them creating a post
    • The Creator has authorized us with the permissions to get the Instagram impression data - this is done when adding connections
  • Engagements: Depending on the social platform used, these may vary. Engagements include the sum of likes, positive reactions, comments, shares, clicks, retweets, and close-ups (when applicable) from the post the Creator made. This graph shows the total number of Engagements on the all of the posts across your Campaign. Hovering over the Engagements bar provides you with the number of sponsored and total engagements the connections have. For blogs the information is pulled from Google Analytics and different APIs (for blog post shares it is also pulled from the API of the platform it was shared), for other social platforms it is pulled from API of that platform, except Instagram which is pulled from the connection itself and only if it is a Creator or Business account. Clicks is the only engagement that is tracked from an internal tracking service using shortener links, with the exception of Facebook which is pulled from the Facebook API and Instagram Stories which is reported by the creator at time of publish.
    • Blog: comments + shares + clicks 
    • Facebook: likes and positive reactions (love, wow, haha) + comments + shares + clicks
    • Instagram: likes + comments + clicks
    • Instagram Stories: comments + shares + tap-backs + clicks
    • Pinterest: comments + shares (re-pins) + close-ups (click to expand) + pin click-throughs (clicking out to pin destinations)
    • Twitter: likes (favorites) + shares (retweets) + clicks  
    • YouTube: likes + comments + clicks 
  • Clicks: The amount of times the shortener link(s) provided in posts (when applicable) have been clicked. Clicks are tracked from an internal short link service, except Facebook which is tracked from their API and Instagram Stories which are reported by the Creator. This is the total number of Clicks for the all of the social posts across your Campaign.

  • # of Published: The total number of units that have gone live on social across your Campaign. Hovering over the # of Published bar provides you with the number of sponsored and total units. This information is pulled directly from Unity Workflow.

  • Total Spent: The sum of promoted and sponsorship spending. This information is pulled directly from Unity Workflow.

  • TSV: Total Social Value. The value that the Campaign delivered. This value is determined by data pulled from Unity Workflow - the amount paid for all pieces of content plus the earned content based on Engagements.
    • Total Spent + (# of Engagements * worth of that Engagement type... this is for all Engagement platform types used, added together) = TSV

  • ROI: Return On Investments. The total return on your initial investment calculated by the Total Social Value (the amount you paid plus the amount you earned) divided by the amount you paid. This will show the increase realized from shares. This information is pulled from Unity Workflow. 
    • TSV / Total Spent = ROI

  • Overall CPE: Cost Per Engagement. This is the cost per each of the engagements from the posts the Creators made. Depending on the type of engagement, this information is pulled from Unity Workflow, Google Analytics, and the API of the social platform used. 
  • Top Creator By CPE: This section will show you the top three Creators from your Campaign who have performed at the best value to you with regards to Cost Per Engagement.

  • Overall Engagement Rate: For blog posts the information is pulled from Google Analytics and different APIs (for blog post shares it is also pulled from the API of the platform it was shared), for other social platforms it is pulled from API of that platform.
    • For non-promoted posts, it’s calculated by Engagements / Followers. 
    • For promoted posts, it’s calculated by Engagement / Impressions. 
    • To combine organic and sponsored posts into one Engagement Rate, it’s Engagements / (Reach + Promoted Impressions)
      • Under this heading, you can click Engagement Report which will allow you to view the various Engagement analytics associated with your Campaign. 
  • Top Posts By Eng Rate: This section will show you the top three posts from your Campaign that have provided the highest Engagement Rates.

The Campaign Overview tab also outlines your Platform Summary which gives you a brief overview of the Creator/Influencer's various connections and analytics associated with each. In the Platform Summary table you will find: 

  • Platform: This lists the social platforms that were used to create posts with by the Creator/Influencer's in your Campaign.
  • # of Published: This is the total number of Published posts from all of the Creator/Influencers who used that particular social platform in your Campaign.
  • Followers: This is the combined number of Followers for all of the Creator/Influencers who used that particular social platform in your Campaign.
  • Views: This is the combined number of Views/Impressions from all of the Creator/Influencers who used that particular social platform in your Campaign.
  • Engagements: This is the combined number of Engagements the posts received from all of the Creator/Influencers who used that particular social platform in your Campaign.
  • URL Clicks: This is the combined number of Clicks (if applicable) from all of the Creator/Influencers who used that particular social platform in your Campaign.
  • Eng. Rate: This is the combined Engagement Rate the posts received from all of the Creator/Influencers who used that particular social platform in your Campaign.

The final component of the Campaign Overview Tab is the Recently Published section. This section gives you a preview the most recently published content from your Creator/Influencer's various connections. 

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