(Effective Date: 06/15/18)
We have made significant updates to our Campaign metrics. Changes offer our users more flexibility in configuring campaign metrics along with the offering additional metrics to enhance reporting. Additionally, we have updated the logic used to calculate engagement rates. Continue reading for more details.
Campaign Metrics Updates - Reach, Followers & Impressions:
We've finished our transition to Reach as a metrics to represent the unique number of people who see a post which is a transition from the old model of using followers as a proxy. Users will still be able to select the metrics of their liking to retain full backward-compatibility.
- If you want to use a metric which represents the cumulative number of followers from a social account for each post they make, there's a new metric called Cumulative Followers. This metric is also known as potential impressions. These metrics are based off of the followers at the time of the posts.
- We also have a metric called One-Time Followers which counts the number of followers only once for each social account posting in a campaign. This metric is also known as potential reach.These metrics are based off of the followers at the time of the posts.
- Reach now represents the unique number of people who see a post. With Facebook & Instagram linked accounts, these numbers are pulled directly in. If not all accounts are linked in a campaign, the reach multiplier will be applied to an accounts number of followers at time of post to determine a comparable estimate for post reach specific to that platform.
- Impressions now represents the number of times people have seen a post. With Facebook & Instagram linked accounts, these numbers are pulled directly in. If not all accounts are linked in a campaign, the impressions multiplier will be applied to an accounts number of followers at time of post to determine a comparable estimate for post reach specific to that platform.
Update Engagement Rate Calculation to Include New Instagram Metrics
We updated our engagement rate calculation for Instagram to include recently added metrics in total engagements.
- Included "backs", “swipe ups” and “sticker taps” for Instagram Stories
- Included “saves” for Instagram images, videos, and carousels
Update Engagement Rate Base Calculation
Users now have the ability to update the engagement rate calculation by selecting preferred engagement rate base or denominator. Prior to this change, the standard engagement rate calculation was: Total Engagements / Followers.
Now, users can change the denominator of this calculation based on platform as follows:
This can be configured at the network level or campaign level. Network level configuration will set the engagement rate calculation for all campaigns within your network. These settings can be overridden at the campaign level.
To configure the engagement rate calculation at the network level, go to:
Network Settings > Application Settings > Campaigns > Engagement Rate Base:
To configure the engagement rate calculation at the campaign level, go to:
Campaign Settings > Engagement Rate Base:
Visual Indicators to Identify Estimated or Manually updated Reach and Impressions in Campaigns
For Post-level Metrics
We have added a visual indicator to post-level metrics within a campaign to quickly identify estimated or manually entered reach and impressions. If the actual metric is available, that is what will be displayed. If the metric was manually entered or estimated, then an asterisk(*) will be displayed along with messaging:
For Wrap-Up Reports
Users now have the ability to enable visual indicators for Campaign Wrap-Up Reports. The visual indicator is an asterisk(*) and will appear only if the user enables this setting.
To enable visual indicators at the network level, go to:
Network Settings > Applications > Campaigns > Wrap Report Metrics, then under 'Publish Settings,' uncheck the box labeled 'Hide reach and impressions estimates indicators' and click Save.
To enable visual indicators at the campaign level, go to:
Settings in Wrap-Report Builder, then under 'Publish Settings,' uncheck the box labeled 'Hide reach and impressions estimates indicators' and click Save.