Campaign Analysis

Campaign Analysis, in the context of social media, is the systematic process of evaluating the performance, impact, and effectiveness of a specific social media marketing campaign to determine whether the intended goals and key performance indicators (KPIs) have been met. It usually involves collecting a variety of metrics, such as engagement rates (likes, shares, comments, mentions), reach, impressions, click-through rates (CTR), and conversions, using whatever tools the social media platform provides—Facebook Insights, for instance, or Instagram Insights. Insights are obtained primarily from those tools; however, to get a more complete picture of performance—and of how close the campaign got to achieving the goals and KPIs set for it—campaign analysis often also makes use of less reliable, third-party tools, or of good ol' Google.

The kinda-underhanded Google method helps in seeing the platform's performance in context with the performance of the campaign as a whole, and with the platform's performance in previous, similar contexts. Despite what some marketers would have you believe, campaign analysis isn't a scam for getting more of your money into Facebook's cash register. It's a way to help you see what channels or ad formats worked well and which ones didn't, and to help you make decisions about budgeting for the next campaign.