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 your campaign posts have published, you can pop over to your analytics dashboard to see how they performed.
This guide outlines how to track the performance of your campaigns within your analytics dashboard. For guidance on creating and managing campaigns within your publishing dashboard, 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 and track the performance of your campaign posts.
Navigating to campaign reports
There are two ways to find your campaign reports:
- Within your publishing dashboard, click on the respective View Report button in the campaigns tab.
- Within your analytics dashboard, click Campaigns on the left hand side.
When you visit the campaigns area within your analytics dashboard, 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 within your publishing dashboard.
Use the drop down button at the top left of the report name to switch to another campaign.
Diving into your campaigns report
- It's not possible to choose a date range for your campaign report; the metrics shown are across the entire campaign period.
- We currently show boosted metrics in the campaign post breakdown area, but not in the campaign pulse or campaign post metrics areas.
- Whilst it's possible to create posts within a campaign for Facebook groups, LinkedIn profiles, and Pinterest boards, it won't be possible to track the metrics for those within these reports. You'll be able to view campaign analytics for posts shared to Facebook Pages, Instagram business accounts, Twitter profiles, and LinkedIn Pages. Instagram posts that are scheduled as reminders also won't appear in campaigns analytics.
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 greatest 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.