Campaign Insights

Campaign insights represent the analytical process of examining the performance data generated by marketing initiatives to discern effectiveness, pinpoint trends, and extract actionable intelligence. It transcends simple reporting, aiming instead to understand the underlying reasons for campaign outcomes, thereby empowering marketers to make data-informed decisions that enhance future strategies and maximise their investment.

Core Dimensions of Campaign Insight Analysis

A holistic understanding of campaign performance requires examining a diverse set of metrics across several critical dimensions:

1. Reach and Brand Visibility:

   • Impressions/Views: The total number of times the ad or content was displayed.

   • Unique Reach: The distinct count of individuals exposed to the campaign.

2. Audience Engagement:

   • Click-Through Rate (CTR): The percentage of viewers who clicked on a call-to-action or link.

   • Open Rate (Email): The proportion of recipients who opened an email.

   • Interaction Rates: Metrics like likes, shares, comments, or video completion rates for rich media content.

   • Bounce Rate: The percentage of visitors who navigated away from the landing page after viewing only one page.

3. Conversion and Impact:

   • Conversion Rate: The percentage of users who completed a defined goal (e.g., product purchase, newsletter signup, download, form submission).

   • Leads Generated: The quantity of new, qualified prospects acquired.

Business Use Cases

1. Audience and Segmentation Effectiveness:

   • Analysing which specific demographic, psychographic, or behavioural segments exhibited the strongest or weakest responses.

   • Identifying previously unrecognised high-potential audience clusters.

   • Tracing the customer journey stages most impacted by the campaign.

2. Channel and Creative Efficacy:

   • Comparative analysis of performance across various marketing channels (e.g., email, social media, paid search, display ads).

   • Assessment of which ad creatives, email subject lines, visuals, or calls-to-action yielded the best results.

3. Attribution Modelling:

   Understanding the specific touch points within the customer journey that contributed to a conversion, allowing for appropriate credit allocation to different marketing activities.

Steps to fetch campaign insights

Follow the below mention steps to generate campaign insights.

1. Go to Analytics > Campaign Insights.

2. Select Dimensions: Choose the dimensions (e.g., Channel, Campaign Name) for which you want to retrieve insights.

3. Select Measures: Select the measures (e.g., Clicks, Conversions, Revenue) you wish to fetch for your chosen dimensions.

4. Define Date Range: Under "Showing data for," select the desired date range for your insights.

5. Split Data (Optional): Use "Split By" to select an attribute if you want to break down the data further (e.g., split by Device Type to see performance per device).

6. Apply Filters (Optional): Add filters for your selected dimensions to narrow down the data. To customise a filter, click on the attribute you've chosen for it.

7. Generate Insights: Click Plot to fetch the campaign insights based on your selections.

8. Save Report (Optional): You can save your configured report by clicking Save Report.

9. View Saved Reports: To access your previously saved reports, click View Saved Reports.