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Circle member guides

January 2, 2019

Metrics you need to know!

As soon as the first post for your campaign is created by a creator, a 'performance' tab is populated in your personalised dashboard to retrieve insights into performance metrics of all of your campaigns, 24/7. This tab serves as a proxy for overall campaign performance and highlights, both on the aggregate and on the individual level, who has posted what and what the overall/individual performance to-date has been.

To become a social creator campaign expert, you need to know how to interpret results we measure for your campaign.

Impressions and Engagement

With creators distributing content made for your campaign, you want to know how many people you have actually reached and saw your brand content. That is what we call impressions; the amount of people who have seen the content. We can track this because we pull in data of connected social channels.

Note that impressions measure something different than reach! The reach a social creator has, is the amount of people that can potentially give the content an impression.

Based on Instagram and Facebooks algorithm, impressions generated per post are based on different measures e.g. reach, engagement, date & time of posting etc.

‘Engagement’ is another important metric. How many people are actually engaging with the content made for your campaign? Are people sharing, commenting or liking the posts? And does this eventually mean that these people are interacting because they like the content and/or the brand.

As soon as the first post for your campaign is created by a creator*, a 'performance' tab is populated in your personalised dashboard to retrieve insights into performance metrics of all of your campaigns, 24/7. This tab serves as a proxy for overall campaign performance and highlights, both on the aggregate and on the individual level, who has posted what and what the overall/individual performance to-date has been.

  • The number of creators who have produced content for this campaign: 5 creators

  • The number of content pieces as produced by the above creators: 9 pieces of content

  • The respective countries of origin where the content was distributed: 1 country

  • The amount of likes produced on the respective content: 8,493

  • The amount of comments produced on the respective content: 249

  • The total amount of impressions generated through the above creators posts on Instagram: Our system calculates a bandwidth average of impressions per campaign. The range between the numbers decreases once more posts are connected to the platform and info of all related posts is collected - it eventually becomes one number

  • The total amount of impressions generated through the above creators posts on Instagram Stories

  • The total amount of impressions over the all social channels used for this campaign

  • Realised average engagement calculated over the total number of creators versus the average engagement of these creators on Instagram. For example: 3.63 is the average engagement that we would have expected based on the creators’ usual average engagement. However, the actual realised engagement for this campaign is 4.05. The total average engagement rate (in %) of Instagram is compared to the average of all the pooled creators on Instagram

  • Engagement by reach: average engagement calculated over the total reach of creators. Reach is the amount of unique accounts that have seen the social content. NOTE: this is different from impressions as one unique account can view the content more than once, which will count as more than one impression

  • Realised average engagement calculated over the total number of creators versus the average engagement of these creators on all social channels (in this particular case it is Instagram only). For example: 3.63 is the average engagement that we would have expected based on the creators’ usual average engagement. However, the actual realised engagement for this campaign is 4.05. The total average engagement rate (in %) of all the social channels is compared to the average of all the pooled creators social channels combined

*During the application period of your campaign, this tab will not be shown yet.

*The same statistics will be illustrated for other social channels e.g. Twitter and Facebook when these are used for posting in your campaign.

Breakdown of Data

Check out the breakdown of impressions, engagement & followers - per channel and per vertical - over the entire period of the campaign.

Screenshot 2019-01-02 at 13.54.05.png

Demographics of the participated creators

The graphs below show a detailed insight in the demographics of the audience of your campaign.

Performance across social channels

The below presents a breakdown of the performance the campaign had across the different social channels creators engaged with.

Top Posts

To find out what content you would want to distribute on your own social channels and email or with what social creator(s) you would like to work with again, check out your top posts! We display this in your dashboard either by impression or engagement rate.

Find out more on boosting your campaign’s top performing content to regenerate more engagement, impressions and traffic to your website in our Social Amplification section.

Written by Jolien Berkel

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