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Campaign Summary Overview

Within the "Summary" tab in a campaign, users can find lots of aggregated metrics regarding the selected campaign.

Some of these metrics are considered standard and are always shown in the summary tab. Others, however, are custom campaign metrics that the user can opt to turn on or off within their Campaign Settings.

All metrics that are custom in this post will be noted with an asterisk (*).


In this first section, users are given four headers that have the following metrics underneath them:

  • Metrics
    • Creators - The number of creators in the selected campaign.
    • Views - the number of total views amongst all applicable content for the selected campaign (Note: YouTube views will automatically be pulled in; views for other platforms must be ).
    • Content - The number of total published pieces of content in the selected campaign.
    • Clicks - The number of total clicks amongst all applicable content for the selected campaign.
  • Engagements
    • Engagement - Number of total engagements (likes+comments+shares) amongst all content for the selected campaign.
    • Engagement Rate* - Total number of engagements for the selected campaign divided by total number of followers for creators in the campaign (Tagger does not account for combined followers from Instagram story posts in this calculation).
      • Users are given the option to define Engagement Rate within settings by selecting one of the four options:
        • Engagement/Followers - Total number of engagements divided by the total number of followers in the selected campaign.
        • Engagement/Impressions OR Estimated Impressions- Total number of engagements divided by total impressions (received from a platform API or entered manually)
          • or: Total number of engagements divided by estimated impressions.
            • Note: Any post without impressions from a platform API, a manually entered impression value, or an estimated impression value will not be included in this total.
        • Engagement/Impressions - Total number of engagements divided by impressions, received from a platform API or entered manually.  
          • Note: Any post without impressions from a platform API or a manually entered value will not be counted in this total, including posts with estimated impressions.  If you'd like to include posts with estimated impressions in your calculation, please select the previous option above.
        • Engagement/Reach- Total number of engagements divided by reach, received from a platform API or entered manually.
          • Note: Any post without reach from a platform API or a manually entered reach value will be skipped in the calculation.
    • Total Impressions/Projections - Number of total impressions for content in the selected campaign (Impressions will only populate for content where creators are fully opted into our platform).
      • Total Impressions - Number of total impressions obtained via API access or entered manually + estimated impressions calculated via benchmarking.
      • Projections* - Number of total impression projections calculated by estimating impressions relative to amount of drafts in the selected campaign.
    • Combined Reach* - We receive post-level information on Reach via the Instagram Insights API, which signifies the amount of unique people that saw a particular post; however, as we then sum reach to calculate "Combined Reach", we are not deduplicating uniques.  As a result, this metric should be viewed as an estimate.
    • Organic Engagement Lift* - This metric is displayed as a factor that takes into account all creators' campaign content and measures this performance based on their average organic engagement.
    • Sponsored Engagement Lift* - This metric is displayed as a factor that takes into account all creators' campaign content and measures this performance based on their average sponsored engagement. 
  • Costs
    • CPM - Cost per 1,000 impressions
    • CPE - Cost per engagement
    • CPV - Cost per view
    • CPC - Cost per click
  • Earned Media Value - EMV assigns a dollar value to the various actions associated with different social media post types.  These various actions are projected to be worth a dollar value to your business, based on the methodology articulated within this white paper.
    • VPCO* - Value per comment
    • VPV* - Value per view
    • VPM* - Value per 1k Impressions
    • VPS* - Value per share
    • VPL* - Value per like
    • VPC* - Value per click

Within the Performance section, users can track the following metrics in regards to time on the x-axis:

  • Engagements - Engagements for the specified date.
  • Total Impressions - Impressions for all applicable content for the specified date.
  • Views - Views for all applicable content for the specified date.
  • Content Count - Total content count for the specified date.
  • Creators - Amount of creators added on the specified date.
  • Clicks - Amount of clicks for all applicable content on the specified date.

Users are also able to fully customize the date range they wish to show.

The Platform Breakdown section shows the following metrics across all platforms that were used for this campaign:

  • Combined Followers - Total amount of followers across the specified platform within the selected campaign.
  • Engagement - Number of total engagements (likes+comments+shares) amongst all content for the specified platform in the selected campaign.
  • Engagement Rate - Total amount of engagements for the specified platform divided by combined followers in the selected campaign.
  • Total Impressions - Total amount of impressions obtained via API access or entered manually + estimated impressions calculated via benchmarking for the specified platform in the selected campaign.
  • Posts - Total amount of posts across the specified platform within the selected campaign.
  • Views - Total amount of views across the specified platform within the selected campaign (YouTube Views will automatically be pulled in; views for other platforms must be added manually).
  • Organic Engagement Lift* - This metric is displayed as a factor that takes into account all creators' campaign content for the specified platform and measures this performance based on their average organic engagement.
  • Sponsored Engagement Lift* - This metric is displayed as a factor that takes into account all creators' campaign content for the specified platform and measures this performance based on their average sponsored engagement.

The Creator section displays the creators in either a grid view, or a list view as shown in the screenshot below.  The grid view offers the ability to sort the creators both ascending and descending by:

  • Name
  • Campaign
  • Group
  • Platform
  • Post
  • Content Type
  • Engagement Rate
  • Engagement
  • Impressions
  • Total Impressions
  • Views
  • Publication Date
  • Added By
  • Clicks

It also displays the metrics for each creator and how they performed in the campaign:

  • Engagement Rate - Engagement Rate for all posts made by the specified creator in the selected campaign.  Please note, Engagement Rate is calculated based on one of the four formulas that users may select in their settings.
  • Engagement - Total number of engagements for all posts made by the specified creator in the selected campaign.
  • Total Impressions - Total number of impressions for all posts made by the specified creator in the selected campaign.  Please note, this is a sum of estimated impressions (calculated via benchmarking) and impressions obtained via additional API access or entered manually.  Estimated impressions/impressions from the same post will never be double counted.
  • Views - Total number of views for all posts made by the specified creator in the selected campaign.

If you would like a more expansive view of the metrics in the Creator section, then choose "List View".

Simply select the dropdown next to the right arrow toward the top right of the screen and select List.  Users are given the ability to sort within list view as well, all they must do is select the column header by which they would like to sort the data.


In List View, users may view the following metrics in regard to the creator in this selected campaign:

  • Group - The Tagger group in which the creator resides in the campaign.
  • Posts - The amount of posts made by the specified creator in the selected campaign.
  • Engagement Rate - Engagement Rate for all posts made by the specified creator in the selected campaign.  Please note, Engagement Rate is calculated based on one of the four formulas mentioned earlier that users may select in their settings.
  • Engagement - Total number of engagements for all posts made by the specified creator in the selected campaign.
  • Total Impressions - Total number of impressions for all posts made by the specified creator in the selected campaign.  Please note, this is a sum of estimated impressions (calculated via benchmarking) and impressions obtained via additional API access or entered manually.  Estimated impressions/impressions from the same post will never be double counted.
  • Publication Date - The date that the specified post was made.
  • Added By - If the post was manually added to the campaign, this column tells the user who added the post.
  • Organic Engagement Lift* - The factor that measures how well the creator who made the post performed in terms of engagement in this campaign relative to their average engagement for organic posts.
  • Sponsored Engagement Lift* - The factor that measures how well the creator who made the post performed in terms of engagement in this campaign relative to their average engagement for organic posts.


Within the Content section, the user is given every piece of content within the selected campaign.  They may use the Sort function as well as Filters to narrow down this selection.  The above view is Grid View, while the two screens below display the Content Section in List View.


As you can see, there are quite a few metrics associated with each piece of content in List View.  They are as follows:

  • Post - The post itself.
  • Creator - The creator who made the post.
  • Group - The campaign group that the creator who made the post is in on Tagger.
  • Platform - The platform on which the post was made.
  • Content Type - The type of content (ie "Photo", "Video", "Story", etc.).
  • Likes - The amount of likes for the specified post.
  • Comments - The amount of comments for the specified post.
  • Shares - The amount of shares for the specified post.
  • Views - The amount of views for the specified post (YouTube Views will automatically be pulled in; views for other platforms must be manually added).
  • Engagements - The number of engagements (likes+comments+shares) for the specified post.
  • Engagement Rate- The number of engagements divided by one of the following four metrics for the specified post:
    • Followers
    • Impressions OR Estimated Impressions
    • Impressions
    • Reach
  • Impressions - The amount of actual impressions obtained via either additional API access or entered manually.
  • Reach* - The amount of unique people that got exposure to the specified post.
  • Estimated Impressions* - Estimate of impressions based on user specified impression factors that are specified in campaign settings.  These factors are simply multiplied by the follower count of the creator who made the post.
  • Publication Date - The date on which the creator made the specified post.
  • Added By - The Tagger user that added the creator that made the post in this specified row.
  • VPCO* - Value per comment for the specified post.
  • VPV* - Value per view for the specified post.
  • VPM* - Value per 1k impressions for the specified post
  • VPS* - Value per share for the specified post.
  • VPL* - Value per like for the specified post.
  • VPC* - Value per click for the specified post.
  • Organic Engagement Lift* - The factor that measures how well the creator who made the post performed in terms of engagement on this post relative to their average engagement for organic posts.
  • Sponsored Engagement Lift* -  The factor that measures how well the creator who made the post performed in terms of engagement on this post relative to their average engagement for organic posts.

In order to manually enter metrics for a post, simply click into the post that you would like to edit and select the pencil icon.

After selecting the pencil icon, the following screen will appear, depending on the post type.  Then, simply fill in the blanks as desired.















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