Social media marketing is no longer just about posting, say, twice a day, five days a week. Top marketers plan their social media content in terms of campaigns. These campaigns usually have a goal (e.g. to promote your Christmas sales) and stretch across multiple social media channels. Once you have created your campaigns in Buffer Publish, you can pop over to Buffer Analyze to see the performance of your campaigns.
This guide outlines how to track the performance of your campaigns in Analyze. For guidance on creating and managing campaigns in Publish, please head over to this guide.
This article contains the following sections:
- Video walkthrough
- Navigating to campaign reports
- Diving into your campaigns report
- Adding charts to a custom report
In the video below, Katie, from our Customer Advocacy team, will walk you through the steps to manage your social campaigns in Publish, and track the performance of them in Analyze.
Navigating to campaign reports
There are two ways to find your campaign reports:
- Within Publish, click on the respective View Report button in the Campaigns tab.
- Within Analyze, click Campaigns on the left hand side of your dashboard.
When you visit the Campaigns area in Analyze, you'll see a report for the most recently created campaign. If you haven't created any campaigns yet, you'll see a prompt to create your first one in Publish.
Use the drop down button at the top left of the report name to switch to another campaign.
📝 Please note, it's not possible to choose a date range for your campaign report; the metrics shown are across the entire campaign period. Also keep in mind that posts sent to Instagram that were scheduled as reminders will not be displayed.
Diving into your campaigns report
📝 We currently show boosted metrics in the Campaign post breakdown area, but not in the Campaign pulse or Campaign post metrics areas.
The campaign pulse chart shows the effectiveness of the campaign from a higher level. This includes the number of new followers you gained, post impressions, post engagements, and post comments from that campaign. This gives you a quick assessment of your campaign, without having to check individual social media posts across the various social media channels.
Campaign post metrics
The campaign post metrics chart provides a more comprehensive look at your metrics. You’ll see how your campaign metrics have grown during the campaign period. Below the graph is a timeline of your posts to help you visualize how each post has influenced the metrics. For example, did any post create a spike in your metrics?
Here are a few ways to use this chart:
- Click on the metrics at the top to see the respective graph
- Hover over the graph to see a breakdown by channel
- Click on the social icons at the top right of the chart to filter by channel
You can also click on any of the circular icons along the post timeline below the graph to see the posts that were published that day. You’ll then see the individual metrics for that post. If multiple posts were published on the same day, you can use the arrows to scroll through each post.
Campaign posts breakdown
The campaign posts breakdown table will let you analyze the posts in the campaign. The post with the most number of impressions will appear at the top of the table. If you wish, you can sort the posts by another metric. This is a great way to quickly identify your best performing post(s) of the campaign.
You can also filter the posts by certain keywords or hashtags to find specific posts.
Adding charts to a custom report
Finally, you can add any of the tables and charts from your campaigns report to custom report. Simply click the plus button at the top right of any chart you'd like to include. Learn more about creating custom reports here.
You can also export all data as both CSV and image files using the Export as... button.