Marketers - Campaign Analytics: Overview

Your campaign analytics tab is divided into four sections: overview, metrics report, platform report, and creator report. In this article, we will go over how to locate and understand the data displayed on the overview section of your campaign analytics tab.

Table of Contents

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Locating Your Campaign Analytics

Overview Section

Campaign Summary

Platform Summary

Recently Published

Locating Your Project analytics

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Locating Your campaign Analytics

• Log in to your marketer account > Unity Workflow (which should be the default homepage when you log in).
• From there, select the campaign you would like to view by clicking on the campaign name.

• From within your campaign, click the Analytics tab.

• You will then be taken to the campaign analytics for the specific campaign you've selected. The campaign analytics tab defaults to the Overview section, which we will go over in this article.

Overview Section 

The overview section for your campaign analytics outlines the data that encompasses all of your campaign's projects as a whole. As you read through this article, you will notice that many data points are pulled from the API of the platform used. 

For more detailed information on Instagram's API, please visit: Instagram Graph API 

For more detailed information on Facebook's API please visit: Facebook Graph API 

The overview section will start with your campaign summary. This area will provide you with a brief overview of your campaign and how it's performing.

Campaign Summary

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 for Instagram, where the information is pulled from the connection itself and only if it is an Instagram creator or Instagram business account.
  • This graph shows the total number of followers on all of the social platforms used across your campaign. This number is collected at the time of publish (when influencers submit their links into the system to mark their posts as complete).
• Views: Combination of blog views/visits, YouTube video views, and Facebook, Instagram, and Pinterest impressions.
  • This graph shows the total number of impressions/views on all of the social posts across your campaign. For blogs, this information is pulled from Google Analytics. For all other social platforms, this information is pulled from the API of that platform. For Instagram, we have the capability to gather impressions only if:
    • The influencer has an Instagram business or Instagram creator account prior to creating a post and prior to publishing their post (submitting their link) in the system.
    • The influencer has a Facebook page prior to creating a post and prior to publishing their post (submitting their link) in the system.
    • The influencer's business or creator Instagram account and Facebook page have been attached to each-other (this is done through their Instagram settings) prior to creating a post.
    • The influencer's business or creator Instagram account and Facebook Page have been added as connections in the system prior to creating a post and prior to publishing their post (submitting their link) in the system.
    • The influencer has authorized us with the permissions required to gather Instagram impression data (this is a step they select when adding their connection to the system) prior to creating a post and prior to publishing their post (submitting their link) in the system.
• 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 influencer posts. This graph shows the total number of engagements on all of the posts across your campaign.
  • For blogs, this 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 all other social platforms, this information is pulled from the API of that platform, except for Instagram, which pulls information from the Connection itself and only if it is an Instagram creator or Instagram business account. Clicks are the only Engagement that are tracked from an internal tracking service using shortened links, with the exception of Facebook which pulls from the Facebook API, and Instagram Stories which is reported manually by the influencer at time of publish (where they submit their story metrics screenshots for marketer approval).
    • Calculations may vary per social platform type. Please visit the specific social platform articles listed in our reporting & analytics section for more details. 
• Clicks: This is the amount of times the shortened link(s) provided in posts (when applicable) have been clicked, except for Facebook which includes the total number of Clicks anywhere on the post. Clicks are tracked from an internal short link service, except for Facebook which is tracked from their API, and Instagram Stories which are manually reported by influencers at the time of publish (where they submit their Story Metrics screenshots for Marketer approval). This is the total number of Clicks for all of the social posts across your campaign.

• # of Published: This is the total number of Units that have gone live on social media across your campaign. This information is pulled directly from Unity Workflow.

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

• TSV: Total Social Value. This is the value that the campaign delivered. This value is determined by data pulled from Unity Workflow. It is the amount paid for all pieces of content plus the earned content based on Engagements.
  • Total Spent plus (the total number of Engagements times the worth of that Engagement type, for all Engagement platform types used added together) equals your TSV.

• • To locate the worth of an Engagement type, select the Settings section on the left navigation.

• ROI: Return On Investments. The total return on your initial investment is 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 divided by Total Spent equals your ROI.

• Overall CPE: Cost Per Engagement. This is the cost per each of the Engagements from the posts the influencers made. Depending on the type of Engagement, this information is pulled from Unity Workflow, Google analytics, and the API of the social platform used. 
  • Total Spent divided by Total Engagements equals your Overall CPE.
  • Under this heading, you can click Creator Report which will allow you to view the Followers, Views, Engagements, URL Clicks, Eng Rate, and CPE of each influencer who has worked on your campaign. 

  • For more information on the Creator Report, please visit: Marketers - campaign analytics: Creator Report 

• Top Creator By CPE: This section will show you the top three influencers from your campaign who have performed at the best value to you with regards to Cost Per Engagement.

• Overall Engagement Rate: For blog posts, this 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 all other social platforms, it is pulled from the API of that platform.
  • Calculations may vary per social platform type. Please visit the specific social platform articles listed in our Reporting & analytics section for more details. 
    
    • 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 which have provided the highest Engagement Rates.

 

Platform Summary

The campaign Overview section also outlines your Platform Summary, which will provide you with a brief overview of the 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 by the influencers in your campaign.
• # of Published: This is the total number of Published posts from all of the influencers who used that particular social platform in your campaign.
• Followers: This is the combined number of Followers for all of the influencers who used that particular social platform in your campaign.
• Views: This is the combined number of Views/Impressions from all of the 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 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 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 influencers who used that particular social platform in your campaign.

 

Recently Published

The final component of the campaign Overview section is the Recently Published area. This area will provide you a preview of the most recently published content from your influencer's various active Connections. 

If you would rather see a breakdown of Overview analytics per Project, follow the below steps.

Locating Your Project analytics

• Click Projects and then select the project you would like to view analytics for. 

• From there, click analytics.

• You will then be taken to the project analytics for the specific project you've selected. The Project analytics tab defaults to the Overview section.

The information found here is the same as the overview for the campaign as a whole, just excluding information from the other projects in the campaign.