Campaign reporting in an existing Edge demo account: views, engagement and results by creator. Captured 25 October 2026. Figures illustrate this demo, not a customer outcome; available tools depend on access.
Choose the decision and the primary outcome
Write one sentence describing what the campaign should change and what decision the report will inform. A product launch might test whether demonstrations help prospective customers understand a feature. A lead campaign might seek qualified consultation requests. These require different evidence.
AMEC’s evaluation framework distinguishes outputs, audience responses, outcomes and organizational impact. It helps prevent activity counts from being presented as business results. Apply that distinction to your campaign, with a target, a baseline where available, a measurement period and a named data owner. AMEC: evaluation taxonomy.
Create a metric dictionary before launch
For each measure, record its name, definition, source, numerator, denominator and observation window. If you report engagement rate, specify which actions count and whether you divide by followers, reach or views. Different denominators answer different questions; changing them between creators makes the comparison misleading.
Keep platform and content formats identifiable. Separate organic distribution from paid amplification where the data permits, and mark unknown support. Do not add reach across creators or platforms and call the result unique people unless deduplication is actually available. Record missing data as missing. A precise, incomplete report is more useful than a complete-looking report built from incompatible numbers.
Connect creator links to meaningful actions
Use a consistent campaign naming convention and a distinct content identifier for each creator asset. Google Analytics documents UTM parameters for identifying referred traffic, including source, medium, campaign and content. Test the full click and action journey before publication. Google Analytics: campaign URL parameters.
For a hypothetical consultation campaign, track the landing-page visit, submitted request and subsequent qualification in the relevant systems. Define qualification in advance, such as an agreed market and a relevant business need. Remove test submissions and duplicates. Report where consent choices, missing tags or offline steps limit the observed journey; a tracked form completion is not automatically a qualified lead.
Did the campaign cause those results?
A report may credit a creator’s link with a sale because the customer clicked it before buying. That credit depends on the rules used to assign results. Google Analytics offers different models, so record the selected model and reporting settings. Google Analytics: attribution.
The sale might still have happened without the campaign. The customer may already have planned to buy or seen other marketing. To estimate what the campaign added, plan a suitable comparison or experiment with someone who can assess the method. A rise in sales after publication could also reflect seasonal demand, a price change or another campaign. Explain which conclusions your comparison supports and which questions remain open.
Read cost per view alongside relevance
For an awareness campaign, cost per view (CPV) is the campaign cost included in your calculation divided by recorded video views. In an illustrative example, €1,000 and 100,000 views give a CPV of €0.01. With 50,000 views, the same cost gives €0.02. State which costs, posts and measurement period you include, and whether paid distribution is included.
Read CPV with the content: did the video communicate the intended message and address a relevant audience? Use actual campaign figures for the review. When discussing a future creator fee, label different view levels as scenarios. A low CPV on unrelated content is not enough to choose a creator.
Make cost calculations auditable
Consider a hypothetical campaign costing €6,000, including creator fees, production, agency work and paid support. It produces 60 tracked requests, of which 20 meet the agreed qualification criteria. Cost per tracked request is €100; cost per qualified request is €300. The denominator changes the interpretation, even though the spend stays the same.
Neither figure is ROI. Revenue divided by spend is a revenue-to-cost ratio; ROI requires a clearly defined return basis and costs. If margin, refunds or closed sales are unavailable, do not manufacture profit. Report the observed cost efficiency and explain which later information would let the business evaluate financial return.
Write the report around the next decision
Open with the objective, the primary result and the most important limitation. Follow with delivery against plan, audience response, qualified outcomes and cost. Add content evidence: which explanation generated relevant questions, which objection recurred and what should change in the next brief.
Close with one recommendation, its supporting evidence, an owner and a review point. For example: test a clearer product demonstration because setup questions recur; keep the qualification criteria unchanged; review after a comparable campaign window. Preserve the underlying sources and calculation definitions. A useful report lets another person trace the conclusion and decide whether the next investment is justified.