In this article
A walk-through of how to build a mid or post-campaign analysis report using the Permutive Insights dashboard.
Campaign reporting is a great way to add value to your client partnerships as it allows you to demonstrate your unique understanding of how the audience that engaged with a campaign behaves on your site, and from there, what this can tell you about their interests and intent.
Offering post-campaign analysis enables you to work with your clients to iterate and improve campaign performance for the next time it runs. Mid-campaign analysis shows your clients how important your real-time understanding of how your users are engaging with their campaign can impact performance. For example, determining which audience is engaging in a campaign most highly, whether it’s the audiences you targeted or not, can be vital in optimizing strategy.
As you can see here, the data points have been split into different colors to demonstrate where in the Insights dashboard the information can be found. For example, everything in a red box should be taken from the Engagement tab under the Campaign Insights section.
Note, it is still advised to use your ad server to get the figures for the number of impressions and clicks. The figures you see here in Permutive pertain to unique users.
Now let’s jump into the report and I will show you how to pull all of the data points that you can see here.
Let’s start with setting the correct filters. You’ll be first prompted to enter a campaign ID. This corresponds to the Order ID in GAM. Clicking ‘Edit’ here, allows you to add further filtering parameters to your report, for example, line item id. Don’t forget to decide whether you want to pull the report on an audience who clicked on the campaign or viewed it. In this example, I want to see details about the users who viewed the campaign.
Now that we have the filers set up, let’s start with the engagement tab. If I flick back to the template, I can see which data points I need to be looking for: Session Length and Content Engagement. These two data points pertain to these two pie charts, Average session length and Articles viewed per session
- Filters - campaign ID, date range checked from GAM, and line item if I want to; viewed/clicked. To understand more about filters, please see the documents linked below
- Engagement - understand the level of engagement of the audience - how many unique users have engaged in this campaign and from those users how many pageviews have been performed - get an idea of engagement level; are they reading multiple articles and dwelling for long periods of time?
- Technographics - this is really useful, particularly for mid-flight optimization - can you see that a high % of users engage via mobile? Increase mobile targeting!
- Index and Overlap - This report is great to understand what kind of interests the audiences engaging with this campaign have. Take a look at the index results to find out which of your segments this campaign audience has a high affinity for compared to your average users.
- Third-Party Index - we know that some of your clients will still be asking for demographic information and if you aren't yet collecting it yourself, this tab allows you to see how your campaign audience indexes with some third-party demographic audiences.
- Content Read - this is a really interesting tab that allows you to understand what kind of content this audience is consuming on your site and what this can tell you about their interests
Now that we have our report filled out, we advise going one step further and adding a bit of color to the report by creating a compelling narrative to go alongside it. This turns your facts and figures into audiences that are more relatable and digestible to your clients and is a great way to wrap up a campaign with insights into its performance.