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 for blogs on the Platform Report section of your Campaign Analytics tab.
Please note: The metrics shown in this article are for illustrative purposes only, and are generated from a test account. These examples do not in any way represent actual results.
Locating Your Campaign Analytics
1. Log in to your Marketer Account, and from there navigate to 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.
2. From within your Campaign, click the Analytics tab.
3. You will then be taken to the Campaign Analytics for the specific Campaign you've selected. From here, select Platform Report.
4. After you click Platform Report, a new section will open up showing you the subsets of the Platform Report section. These will vary depending upon the Unit type(s) you selected when creating Project(s) for your Campaign. You will need to click each subsection individually in order to view the information for that particular section. In this article, we will be going over blog analytics.
All Platform Reports will contain three main sections:
- Platform Performance
- Engagement Rate, Click-Through Rate, and TSV
- Followers by Post
The graph listed under Platform Performance for blogs will contain three tabs that you can click on: Followers, Views, and Clicks. Hovering your cursor over a particular data point on each graph will provide you with details for that specific date.
- Followers: This is the total number of unique monthly visitors (UMVs) for all of the blogs used within the Campaign at the time the post was published in the system. This information is pulled from Google Analytics.
- Views: This is the total number of views/visits for all of the blog posts within the Campaign. This information is pulled from Google Analytics.
- Clicks: This is the total number of times the shortened links provided in all of the blog posts within the Campaign have been clicked. This information is pulled from an internal tracking service.
- Comments: This is the total number of comments that were made on all of the blog posts within the Campaign. This information is pulled from the Influencer's blog Connection in the system.
- Shares: This is the total number of times all blog posts within the Campaign were shared. This information is pulled from the Influencer's blog Connection in the system.
Engagement Rate, Click-Through Rate, and TSV
Below the Platform Performance Graph, you will find the total Engagement Rate, Click-Through Rate, and TSV.
- 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). This metric is calculated by the following:
- Engagements divided by Google Analytics Page Views (found on export).
- Click Through Rate: For blogs, this metric is calculated by the following:
- Clicks divided by Google Analytics Page Views (found on export).
- 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. This metric is calculated by the following:
- Total Spent (found on Overview tab) plus (number of views times worth of a view) plus (number of clicks times worth of a click) plus (number of comments times worth of a comment).
- To locate the worth of an Engagement type, select the Settings section on the left navigation.
Followers By Post
This last section will list metrics per each Influencer's blog post. Here you will see each Influencer who created a post, the date their post was published in the system (when Influencers submit their links into the system to mark their posts as complete), their total number of blog followers, the total number of views their post received, the total number of times their post was shared, the total number of comments their post received, and the total number of clicks their post received (if there is a link in the post).