Gain a deeper understanding of your campaign performance with this detailed glossary. This guide breaks down the Campaign Report, allowing you to analyse your campaigns across all social channels and identify areas for improvement.
Things to consider ✅
- For users to be able to access the Campaign Report the 'View Campaign Analytics' needs to be enabled in the 'Account Settings' area
❌ Link click data is not available for Instagram or YouTube due to not supporting links in content in the native platform
❌ If you have Orlo's link tracking turned off, we will not be able to report on link click data
In the article:
7. Top Posts
Campaign Report Glossary 📖
Account Overview 🔍
This section provides a summary of the social channels involved in the campaign, including the total number of posts and the messages generated from those posts during the reporting period. This feature streamlines the process, allowing users to quickly access campaign-related information without the need to navigate through each social network individually.
With this area, the performance stats for your social media content in the campaign can be viewed as an amalgamation across all accounts or toggled between social networks to see which social network has performed the best across the campaign.
Available Stats -
- Days old - This tells you how many days the campaign has been live this number will stay the same regardless of the date range that you apply to the report
- Total posts - This is the total number of posts added up across all of your social media channels that are associated with the campaign for the date range you are reporting on
- Total clicks - The total number of clicks on links that have been included in your posts associated with the campaign for the reporting period
- Reach - This gives the number of unique views on your content that is associated with the campaign.
For Twitter, the calculation for reach is slightly different as they don't report on this natively. Instead, we estimate this by looking at how many followers the account that posted has, as well as how many people follow anyone who retweets the post.
- Impressions - This gives the number of times per day your post has been shown on a person's screen. even if it is on the same screen multiple times
- Engagement rate - This shows the level of engagement on your campaign posts, calculated by dividing total engagements on all campaign posts by total impressions and multiplying by 100. Engagements may include Likes, Comments, Shares, Clicks, and Reactions, depending on the social network's data.
Video Metrics 📹
This area shows the performance of your video content that has been posted within the date range of the report.
Stats Available -
- Video Views - Measures how many times your video content has been viewed
- Average View Time - Average video view time, or average watch time, is a metric that measures the average duration viewers spend watching a video, providing insights into audience engagement and content performance
- Impressions - How many times your posts with videos attached were viewed on a screen regardless if it was the same person multiple times
- Reach - How many unique individuals saw posts with videos attached
- Link Clicks - How many clicks there were on links shared in the copy of your video posts
- Likes - How many likes your video posts received
- Comments - How many comments your video posts received
- Shares - How many shares your video posts received
Instagram Story Metrics 📱
Stats Available -
- Story Views - The number of times your Instagram stories have been viewed by people. A view is registered as soon as someone taps on your story.
- Reach - The number of unique accounts that viewed your stories
- Tap Back - The number of times people have tapped back to view the previous story when viewing your story
- Tap Forward - The number of times people tapped forward on the next story when viewing your story
- Exit Story - The number of times people have exited your story before viewing the whole story
Link Clicks Over Time 📈
This section displays the total number of link clicks on posts across your entire account. Users have the flexibility to toggle an option that allows them to view link clicks specifically for posts published within that same date range.
Global Link Clicks 🌍
Users can see the locations of where their link clicks have come from. This is only available if the person has location services turned on and is accurate.
Post breakdown:
This area allows you to see an overview of the number of posts that have been published per network allowing you to easily see if the content spread is equal for the campaign or more focussed on one network. Alongside this, you can see the reach per network to see if the content resonates with your audience.
In this example below, we can see that Facebook and X have been the dominant channels for posting:
As well as this, users can see the breakdown of how many comments have come in off the back of campaign posts and from how many people, this area gives you a total figure for all social channels combined and per network.
Top Posts 🏆
In the Campaign Report, you can view your top posts, which is great for understanding what content worked best within your Campaign, which can help with strategy decisions and reporting to stakeholders.
Users can toggle between the different metrics and pull up their top 10 posts for this metric. The different toggle options are for Clicks, Comments, Likes, Shares, Reach and Impressions. You can also look at this for all networks for each network individually to see if content types differ per channel.
Recommendation 💡
To see how often Orlo receives data from each network, take a look at our Analytics Refresh guide.