At SpeakEasy, we know that there are no such things as “off years” in elections. Any given Tuesday could hold significant implications for local communities. This is especially true for the thousands of candidates and campaign operatives working around the clock in advance of our elections this fall. In our
Interpreting Your Digital Dashboard
When you check out with a digital ad campaign through SpeakEasy, you’ll receive an interactive, media performance dashboard within three days of your digital campaign’s launch. The dashboard analyzes how your campaign is performing and contains key digital media metrics that can help examine the effectiveness of your ad buy. To help make strategic decisions about your campaign, we’ve broken down how to interpret your dashboard. Let’s take a look at a sample dashboard:
Interpreting The Numbers
The media performance dashboard includes four key metrics and analyses:
- Impressions: The number of times a campaign or ad has appeared on a screen — NOT the number of individuals that have seen your ad. Voters will often see your ad several times, which is an industry best practice to help encourage name and message recall. The impression metric counts the number of times your ad was displayed across both mobile and web platforms.
- Clicks: The number of times a voter has clicked on your ad, and is consequently directed to the designated landing page. You’ll input this URL (often your campaign website) when building your buy with SpeakEasy.
- Click-through Rate (CTR%): The percentage of impressions that result in a click on your ad and a trip to the designated landing page. This is a key metric to help analyze the effectiveness of your digital campaign.
- Time Series: The time series breaks down impressions and clicks each day. Made an exciting campaign announcement? You might see a spike in impressions and clicks on the time series!
How can you use this dashboard?
There are multitudes of ways to use this dashboard – from tracking the daily performance, to reporting out your digital impact to key donors or campaign stakeholders. For example, it is a great tool for gauging website traffic and online engagement from your ad. Or, if your landing page leads to a fundraising page, you can track these ad clicks to your fundraising numbers each day to determine if you want to launch more ads, or use other methods to further target voters with a high propensity to donate.
This dashboard can also serve as an ideal platform for message testing in your district. Our team understands that polling is extremely important to a campaign, but it’s inaccessible to a lot of races and candidates. By using digital ads, you can run three different ad campaigns targeting the same audience and see which campaign is performing best in real time. Campaigns can then use those learnings to inform their messages on the phones, on the doors, and in mailboxes.
Are you an organization or a consultant working with multiple affiliate chapters or local candidates? We can easily brand and adjust the dashboard for your client, accordingly. Reach out if you have questions or are looking for support!
Pro-tip: Looking to analyze more metrics from your digital ad campaign? Reach out to our team and we can customize the data to meet your specific needs!
For more information about digital marketing metrics, check out our Digital Jargon series, which breaks down digital advertising terminology and explains – in layman’s terms – what it means and why it matters for your campaign. And as always, if you have any questions, feel free to reach out to our team at [email protected]!
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