Campaign performance metrics help you measure and analyze the success of your social media campaigns across different platforms. This comprehensive guide explains each metric and how to interpret them effectively.
Estimated Media Value (EMV)
Earned Media Value refers to the value of the media that was earned through social media channels. It is a metric that is used to measure the success of a social media campaign.
Components of EMV
Total: Total of Instagram and TikTok EMV from the campaign.
Instagram EMV: Total EMV of Instagram posts from the campaign.
TikTok EMV: Total EMV of TikTok posts from the campaign.
Potency: Estimates how much EMV each Social Profile contributes.
Content Count
Content Count metrics provide detailed insights into your content distribution across different platforms and formats.
Types of Content
Total: The aggregate number of all content pieces across platforms (Instagram Stories, Feed Posts, Reels, and TikTok Videos).
IG Story: The number of Instagram Stories published during your campaign.
IG Feed Post: The number of Instagram Feed Posts published during your campaign.
IG Reel: The number of Reels created during your campaign.
TTVideo: The number of TikTok videos published during your campaign.
Frequency: Calculated as Content Count divided by number of Social Profiles. This metric helps you understand the average content production per profile, ensuring consistent activity across your campaign.
Engagement
Engagement metrics measure how audiences interact with your content.
Understanding Engagement
Total: The sum of all interactions (likes, comments, and shares) across your campaign content.
Engagement Rate: Calculated as total engagements divided by total audience size, expressed as a percentage.
Likes: The total number of likes received across all campaign content.
Comments: The total number of comments received across all campaign content.
Shares: The total number of shares received across all campaign content.
Impressions
Impression metrics track content visibility and reach across different platforms.
Total: Combines actual views from YouTube, Instagram Reels, TikToks and estimated views for Instagram Stories. This gives you a comprehensive understanding of content reach.
Impression Rate: Impressions Rate is the number of impressions divided by total audience size, represented as a percentage.