Introduction to campaign tracking

You’re planning a marketing campaign.

You’ve got ideas bouncing around, maybe a catchy slogan, or a sleek design. But are you sure it’ll work? Or are you just going to press publish and hope for the best?

Hope is not a strategy. You need data. Then you’ll know exactly what resonates with your audience, and more importantly, what drives them to take action.

More engagement, more conversions, more loyal customers. And all of it is grounded in consumer insights, not wishful thinking.

Let’s show you how to get there in our guide to campaign planning.

What is pre-post campaign tracking?

Pre-post campaign trackers are multi-wave research studies designed to measure brand metrics before and after a campaign or event. 

By comparing these two sets of data, you can see exactly how much your campaign moved the needle.

They can be standalone surveys or part of an ongoing brand tracker, focusing on timing and consistent questioning.

Pro tip 💡

 “If you integrate your campaign tracking into your existing brand tracker, make sure the audiences are the same for both.”
 
“For example, if your regular brand tracker consists of all consumers in your region, but your campaign targets only Millennials on the East Coast, these two studies should be separate. If your campaign targeted all consumers in your region, then go crazy and add it to your regular brand tracker!”

Sam Killip

VP Customer Success

Why is it important to track pre and post-campaign performance?

Tracking your campaign before and after launch helps you understand the story your campaign is telling through data. 

Pre-campaign metrics give you a baseline, while post-campaign metrics show you the results of your hard work. 

Together, they give you a clear picture of your campaign’s effectiveness and help you justify your marketing spend.

Setting objectives for your campaigns

A successful campaign always starts with clear objectives. These objectives give you a tangible way to measure your success. 

What your objectives are depends on your business and commercial goals. You might want to build brand awareness – reach, impressions, eyeballs are what matter here. 

Maybe you want to drive sales – conversion here is what matters in that case. 

This is when you should think about SMART goals. 

How to set SMART goals for marketing campaigns

Set SMART goals to keep your campaign focused and on target.

SMART goals – Specific, Measurable, Achievable, Relevant, and Time-bound – are the basic blueprint for a campaign that helps you stay on track, performs well, and delivers results. 

Pro tip 💡

Align your research questions and KPIs with your campaign objectives from the start. This will make it easier to track your progress and adjust as needed.

Jacob Barker

Senior Customer Research Manager

The four types of campaign objectives

Generally all marketing campaigns will fit into one of these categories: 

Awareness: Get your brand noticed.

Engagement: Promote interaction and build relationships.

Conversion: Turn interest into action.

Retention: Keep your customers coming back.

Step-by-step guide to using insights for your campaigns

Gathering insights is just the beginning. The real magic happens when you apply those insights to create campaigns that resonate. Here’s how to turn data into action.

How can you effectively use consumer insights to tailor your marketing messages?

• Set clear objectives: Know what you want to achieve before you start. Whether it’s improving brand awareness, driving conversions, or increasing customer retention, your objectives will guide how you gather and use insights.
• Gather and analyze data: Use a mix of surveys, interviews, and CRM data to collect the insights you need. Then, dig into that data to identify trends, patterns, and key takeaways that will inform your strategy.
• Create targeted campaigns: With a deep understanding of your audience, you can craft messages that speak directly to their needs, desires, and pain points. 
• Select the right channels: It’s not enough to have the right message—you also need to deliver it in the right place. Use your insights to figure out where your audience spends their time, whether that’s on social media, through email, or via another platform.
• Monitor and adjust: Launching a campaign isn’t the end—it’s only the beginning. Keep a close eye on how your campaign is performing, and be ready to pivot based on the data you’re collecting in real-time.

Pro tip 💡

Campaign insights aren’t static. Make it a habit to update your insights regularly, so your campaigns always reflect the latest information about your audience and the market.

Liam Leahy

Customer Research Manager