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 (UMV's) and the information is pulled from Google Analytics. For other social platforms, it is the total number of followers or subscribers on that Creator's/Influencer's profile and the information is pulled from the API of the platform used. 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 Facebook impressions, YouTube video views, Instagram impressions, or blog views/visits. This graph shows the total number of 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 the 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/Influencer's has a Facebook Page that has an Instagram business account attached to it and these have been added as Connections in their account prior to them accepting an offer and creating content.
    • The Creator/Influencer has authorized us with the permissions to get the Instagram impression data - this is done by them granting promoted posts access through the system. They can do that by following the steps in this article: https://creator.izea.com/support/solutions/articles/44000439408-granting-marketer-access-for-promoted-posts 
  • Engagements: Depending on the social platform used, these may vary. Engagements include the sum of likes, comments, shares, clicks, and retweets (when applicable) from the social post the Creator/Influencer made. This graph shows the total number of Engagements on the all of the social posts across your Campaign. Hovering over the Engagements bar provides you with the number of sponsored and total engagements the connections have. 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. 
    • Instagram: likes + comments + clicks 
    • Blog: comments + shares + clicks 
    • Facebook: likes + comments + shares + clicks
    • YouTube: likes + comments + clicks 
    • Wordpress: likes + comments
    • Twitter: likes (favorites) + shares (retweets) + clicks 
  • Clicks: The amount of times the link(s) provided in social 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 from their API. This is the total number of Clicks on 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 likes, comments, shares, clicks, and retweets (when applicable) from the social posts the Creator/Influencers made. This information is pulled from both Unity Workflow, Google Analytics, and any other metric is pulled from the API of that social platform. 
  • 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 (if applicable) received from all of the Creator/Influencers who used that particular social platform (if applicable) 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 URL Clicks if applicable) the posts received 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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