Campaign Reporting and Analytics
ATD Partners supports agencies with campaign reporting and analytics, using performance information to review progress and guide media decisions.
A useful report connects the campaign objective with the measures available. It should help a team understand what happened, what the evidence can explain and what needs further investigation.
Start with the Campaign Question
Before interpreting a dashboard or spreadsheet, identify the question the campaign is meant to answer. An awareness objective and a lead-generation objective need different evidence.
Define the reporting period and the action that matters. A click, a form submission and a qualified lead are not interchangeable outcomes.
Read Metrics in Context
Campaign measures describe different parts of performance:
Delivery: where and how much advertising was served.
Interaction: what measurable actions occurred in response to the creative.
Outcomes: which defined actions or revenue were attributed to the campaign under the selected measurement approach.
These categories help organize a reporting discussion; they do not mean every measure is available for every channel.
Our digital media glossary explains common terms and formulas, including CPM, CTR, CPA and ROAS.
Access, Timing and Interpretation
The reporting arrangement should establish who needs access, how often information is reviewed and which sources support each measure. Data freshness and attribution settings matter when comparing periods or channels.
Attributed conversions describe the output of a measurement model. They are not, by themselves, proof that advertising caused additional sales.
From Insights to Decisions
Use a performance review to identify what deserves attention: the message, placement, delivery pattern or measurement setup. Separate an observation from a recommendation, and state what evidence would support the next decision.
Read about transparency in paid advertising for more context on costs, placements and communication.
Turn insights into action
- 91.9%
- 91.9% of organizations achieved measurable value from data and analytics investments in 2023.Source: Fortune Business Insights
Discuss Your Reporting Needs
Bring the campaign goals, the decisions your team needs to make and the measures you currently use. Those details provide a starting point for defining an appropriate reporting scope.
Discuss campaign reporting and analytics
Bring your objective, audience brief and current media needs. We reply by email to scope the work that fits your team.
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