What Data and Analytics Should I Expect After a Campaign?

We’re always shocked here at Sharper how little brands and agencies ask for analytics after a digital campaign is completed. So much so we’ll send it through whether we’re required to or not.

But what data is useful and easy to access? How can agencies trust what’s being sent over? And when should brands make it clear that they expect analytics to be sent over, does everyone do it?

This is usually very easy for managers/producers to do and a series of screen grabs should suffice, this is of course as well as any data from tracking links that may have been used throughout the campaign.

Whether we’re working on YouTube or Facebook, Instagram or TikTok we’ll always send through screen-grabs of the reach and engagement that any digital post may have generated. For some platforms this will be available after 24 hours, for others it may be better to wait a week for a comprehensive idea of how successful and post has been. Sometimes a combination of both can be very useful.

Usually data showing; reach, engagement, watch retention, audience demographics and of course, click throughs/swipe-ups are most commonly requested and useful when reviewing a campaign.

However, if relying on figures that are generated by a third party site (usually sales), this may be something that the producer has very little control over after sending viewers to the destination and therefore isn’t an accurate reading of the success of any one post.