Reading Campaign Analytics

Learn to interpret your campaign data and make data-driven decisions for better ROI.

Core Analytics Concepts

Understanding Metrics Hierarchy

Vanity Metrics vs. Action Metrics

Vanity Metrics (less important):

• Total impressions
• Page views
• Likes/follows

Action Metrics (focus on these):

• Conversion rate
• Cost per acquisition
• Return on ad spend
• Customer lifetime value

The Conversion Funnel

Impressions → Clicks → Engagements → Conversions → Revenue
   100%        10%         5%            2%          $$$ 

Each stage tells a story about your campaign effectiveness.

Key Performance Indicators (KPIs)

Impression Metrics

CPM (Cost Per Thousand Impressions)

• Formula: (Total Cost / Impressions) × 1000
• Jacksonville Average: $8-15
• Good CPM: Under $10
• Premium times: $15-25

Viewability Rate

• Industry standard: 70%+
• WilDi average: 85%
• Mobile viewability: 90%+
• Factors affecting: Speed, placement, timing

Engagement Metrics

Click-Through Rate (CTR)

• Formula: (Clicks / Impressions) × 100
• Good CTR: 5-7%
• Excellent CTR: 10%+
• By industry:
  • Restaurants: 8-12%
  • Retail: 6-9%
  • Services: 4-7%
  • B2B: 3-5%

Engagement Rate

• Includes: Clicks, saves, shares, calls
• Formula: (Total Engagements / Impressions) × 100
• Target: 8-15%

Conversion Metrics

Conversion Rate

• Formula: (Conversions / Clicks) × 100
• Average: 2-3%
• Good: 5%+
• Excellent: 10%+

Cost Per Acquisition (CPA)

• Formula: Total Spend / Conversions
• Compare to customer value
• Track by campaign type
• Optimize continuously

Revenue Metrics

Return on Ad Spend (ROAS)

• Formula: Revenue / Ad Spend
• Minimum target: 3:1
• Good ROAS: 5:1
• Excellent: 10:1+

Customer Lifetime Value (CLV)

• Total revenue per customer
• Factors in repeat business
• Justifies higher CPA
• Long-term metric

Analytics by Campaign Type

Awareness Campaigns

Focus on:

• Reach and frequency
• Brand lift studies
• View-through conversions
• Geographic coverage

Consideration Campaigns

Monitor:

• Engagement rates
• Time spent
• Content interactions
• Retargeting pool growth

Conversion Campaigns

Track:

• Direct conversions
• Cost per conversion
• Conversion path
• Revenue attribution

Retention Campaigns

Measure:

• Repeat purchase rate
• Customer lifetime value
• Churn reduction
• Loyalty metrics

Time-Based Analysis

Hourly Performance

• Identify peak hours
• Optimize scheduling
• Adjust bids by hour
• Staff accordingly

Day of Week Patterns

• Monday-Friday vs. Weekend
• Best performing days
• Budget allocation
• Creative rotation

Seasonal Trends

• Monthly variations
• Holiday impacts
• Weather correlations
• Event influences

Geographic Analytics

Zone Performance Analysis

• Impressions by zone
• CTR variations
• Conversion hot spots
• Cost efficiency map

Distance from Business

• 1-mile radius: Highest conversion
• 1-3 miles: Good potential
• 3-5 miles: Awareness focus
• 5+ miles: Special offers needed

Competitive Overlap

• Shared audience areas
• Conquest effectiveness
• Market share estimates
• Defensive strategies

Attribution Models

Last-Click Attribution

• Credit to final touchpoint
• Simple but limited
• Undervalues awareness
• Common default

Multi-Touch Attribution

• Credit across journey
• More accurate picture
• Complex implementation
• Better optimization

View-Through Attribution

• Impression influence
• No click required
• 24-hour window typical
• Important for brand campaigns

Competitive Analytics

Share of Voice

• Your impressions vs. competitors
• Market presence indicator
• Trend tracking
• Investment guidance

Relative Performance

• CTR comparison
• Estimated spend
• Creative effectiveness
• Market positioning

Advanced Analytics

Cohort Analysis

• Group users by start date
• Track behavior over time
• Identify patterns
• Improve retention

Incrementality Testing

• Measure true impact
• Control group comparison
• Eliminate other factors
• Prove causation

Predictive Analytics

• Forecast performance
• Budget requirements
• Seasonal adjustments
• Growth projections

Reading Reports

Executive Dashboard

• High-level KPIs
• Trend indicators
• Budget status
• ROI summary

Detailed Performance Report

• Campaign breakdown
• Creative performance
• Geographic analysis
• Temporal patterns

Financial Report

• Spend breakdown
• Revenue attribution
• Cost analysis
• Profit margins

Common Analytics Pitfalls

Misinterpretation

• Correlation vs. causation
• Sample size issues
• Seasonal ignorance
• Cherry-picking data

Technical Issues

• Tracking gaps
• Attribution errors
• Time zone confusion
• Data delays

Strategic Mistakes

• Optimizing wrong metrics
• Short-term focus
• Ignoring context
• Over-optimization

Analytics Best Practices

Daily Reviews

• Check spending pace
• Monitor active campaigns
• Flag anomalies
• Quick optimizations

Weekly Analysis

• Performance trends
• A/B test results
• Budget adjustments
• Creative refresh

Monthly Deep Dive

• Comprehensive review
• Strategy assessment
• Competitive analysis
• Planning ahead

Action Steps from Analytics

When CTR is Low

1. Test new headlines
2. Improve targeting
3. Refresh creative
4. Adjust timing

When CPA is High

1. Refine targeting
2. Improve landing page
3. Test offers
4. Optimize funnel

When ROAS is Poor

1. Review attribution
2. Increase prices
3. Reduce costs
4. Improve conversion

Pro Analytics Tips

1. Set up conversion tracking first
2. Create custom dashboards
3. Document insights
4. Share learnings
5. Test hypotheses
6. Monitor competitors
7. Track offline impact
8. Build attribution models

Understanding your analytics is the key to campaign success. The data tells the story - you just need to know how to read it.

For analytics training, schedule a session at analytics@wildimaps.com.