How to Analyze Campaign Performance

Overview

This guide provides a practical framework for reviewing and optimizing campaigns using the Portal’s reporting tools.

Advertisers can use the reporting interface to identify trends, evaluate performance drivers, and make informed adjustments to campaigns.

Step 1: Define the Reporting Scope

Start by configuring the report controls at the top of the reporting page.

Set the following parameters:

• Start Date
• End Date
• Advertiser Company (if applicable)
• Device / Proxy filters

These controls determine the dataset used across all tables and visualizations.

Step 2: Identify High-Level Performance Trends

Review the performance graphs to understand overall campaign behavior.

Focus on trends in:

• Cost
• Clicks
• Conversions
• Revenue

Look for patterns such as:

• Increasing or decreasing spend
• Sudden changes in engagement
• Conversion fluctuations

These trends help determine where deeper analysis may be needed.

Step 3: Narrow the Dataset Using Filters

Use the filtering panels (Top Campaigns, Top Campaign Lines, Top Creatives) at the top of the report to focus on specific entities.

You can filter by:

• Campaign
• Campaign Line
• Creative

Selecting items in these panels updates all other report sections.

This allows advertisers to isolate performance drivers within larger campaigns.

Step 4: Evaluate Creative Performance

Use the Top Creatives panel and performance tables to identify which creatives are driving results.

Indicators of strong creative performance include:

• High CTR
• High CVR
• Strong ROAS

If a creative has high impressions but low CTR, it may indicate that the messaging or imagery is not resonating with the audience.

Step 5: Evaluate Campaign Line Efficiency

Campaign lines often contain targeting and bidding strategies.

Review performance grouped by:

• Campaign Line
• Device / Proxy
• Hour of Day

This analysis helps determine:

• Which targeting segments perform best
• Whether certain delivery windows are more efficient
• Which campaign lines are generating the strongest returns

Step 6: Analyze Time-Based Performance

Use the Performance By > Hour of Day view or hourly aggregation to evaluate performance across time periods.

This analysis is useful for:

• Optimizing dayparting strategies
• Identifying peak engagement windows
• Evaluating pacing behavior

If performance consistently spikes during specific hours, advertisers may consider adjusting campaign delivery schedules.

Step 7: Monitor Efficiency Metrics

Review the following efficiency metrics regularly:

These metrics help determine whether campaigns are delivering profitable outcomes.

Step 8: Export Data for Deeper Analysis

Individual report panels can export data as:

• CSV
• Excel

Exporting allows advertisers to perform deeper analysis or integrate data into internal reporting workflows.

Best Practices

For consistent campaign optimization:

• Review performance daily or weekly
• Monitor CTR and CVR for creative performance
• Watch ROAS and CPA for profitability
• Compare performance across devices and proxies
• Adjust bids, targeting, or creatives based on observed trends