Media Campaign Reporting

Tracking media campaigns is an essential aspect of performance marketing.  Let’s delve into how media campaigns are tracked and the importance of this process.

1. Setting Clear Objectives and Planning Tracking Mechanisms:

• Define the goals and KPIs that align with the business objectives.
• Implement tracking codes, pixels, or tags to measure specific actions.

2. Multi-Channel Tracking:

• Understanding the customer journey across various channels and devices.
• Implementing UTM parameters, cross-device tracking, and attribution modeling to get a holistic view of the campaign’s performance.

3. Real-Time Monitoring and Optimization:

• Continuous monitoring of the campaign to ensure alignment with the objectives.
• Making real-time adjustments to the campaign based on the insights gathered, optimizing for better performance.

The tracking of media campaigns is not just about collecting data; it’s about deriving actionable insights that drive quality leads and sales. Paul Mosenson’s approach at NuSpark Media Group emphasizes both strategic planning and tactical execution. By understanding the customer’s journey, leveraging the right tools, and continuously optimizing, you ensure that every campaign is aligned with the business goals and delivers measurable results. Below are examples of media and campaign measurement approaches.

Media Measurement Scenarios

Below is just an example of tracking leads and offers using television advertising in this case comparing EFFECTV (used to be Comcast), Broadcast TV direct, and HULU.  In this case, am comparng media buys with two demos; and 4 methods of delivering commercials.  Additionally with OTT and Linear cable TV, comparing 3rd party data targeting with 1st party data (direct household targeting based on HH data sets).

In this case we need 12 different spots, assuming just one creative. Because we are testing channels, demos, and data targeting.  TV spots would be tracked wth vanity URLs, or unique text message codes, for example.  Then buys made, and eventually reporting for each buy segment.  

An example of tracking all leads or prospect engagements by non-online media source. Custom reports combining platform reports as well as GA4, to give us a complete picture of website activity from the media plan

Here is a basic sample of trafficking ads to sources; testing offers and audience segments, and what’s needed to track conversions.

When all is said and done, reporting on all channels with leads, and also buyers’ journey metrics such as assisted and view conversions.

Now a word about attribution when it comes to OTT/CTV. Keep in mind if people watch some TV on their phones, tracking actions such as text keywords, vanity URLs, or calls do not work, right?  That’s why tracking conversion attribution is so important when measuring digital TV.  When spots air on mobile, if the TV platform gives me a tracking pixel for your website, I can track conversion actions that occur later in the buyer’s journey. Below is an example of that, showing various “look-back” windows showing when conversions occur after TV spots are shown to a viewer.

Not all conversion goals are related equal, so I weight them; like in this chart, to better evaluate channel performance by what we decide together as the most important conversions

An example of campaign and segment tracking, with weighted goals, and sample decision-making based on”cost-per-weighted” goal.  Again, making media decisions based on the concept of “did it work?” and optimizing/tweaking campaign segments.

We can track audience segments; we can track offers; we can track channels. We can also track creative elements, like the example below. Headlines, images, landing pages, even ad copy.  All trackable with enough data to make decisions.