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Viewing Campaign Analytics

Track and measure your marketing campaign performance

Written by Hayden Zammit Meaney
Updated over 2 months ago

Viewing Campaign Analytics

Understanding what works — and what doesn't — helps you improve your marketing over time. Launchpad tracks your campaign performance so you can make informed decisions about where to focus your efforts.

Why analytics matter

  • See what works — identify your best-performing content

  • Improve over time — learn from past campaigns

  • Allocate resources — invest in what delivers results

  • Prove value — demonstrate marketing impact

  • Set benchmarks — track progress against goals

Accessing analytics

Dashboard overview

The analytics dashboard shows:

  • Overall performance — key metrics at a glance

  • Campaign summary — performance by campaign

  • Channel breakdown — results by marketing channel

  • Trends — performance over time

  • Top performers — your best content

Key metrics explained

Email metrics

  • Sent — total emails delivered

  • Open rate — percentage who opened the email

  • Click rate — percentage who clicked a link

  • Unsubscribes — people who opted out

  • Bounce rate — undeliverable emails

Good benchmarks for tourism:

  • Open rate: 20-30%

  • Click rate: 2-5%

  • Unsubscribe rate: under 0.5%

Social media metrics

  • Impressions — times your content was shown

  • Reach — unique people who saw your content

  • Engagement — likes, comments, shares

  • Engagement rate — engagement divided by reach

  • Click-throughs — clicks to your website

Good benchmarks:

  • Engagement rate: 1-5% depending on platform

  • Click-through rate: 0.5-2%

Website metrics

If connected to your website analytics:

  • Visitors — people who came to your site

  • Traffic sources — where visitors came from

  • Page views — pages they looked at

  • Time on site — how long they stayed

  • Conversions — bookings or enquiries

Campaign-specific metrics

For each campaign:

  • Goal progress — how close to your target

  • Total reach — people reached across all channels

  • Total engagement — interactions across channels

  • Conversions — bookings or actions attributed to campaign

  • ROI — return on investment (if spend is tracked)

Viewing campaign reports

Individual campaign reports

  • Go to Campaigns

  • Click on a campaign

  • Click View Report

The report shows:

  • Campaign timeline

  • Performance by channel

  • Top-performing content

  • Audience insights

  • Recommendations

Comparing campaigns

  • Go to Analytics

  • Click Compare Campaigns

  • Select campaigns to compare

  • View side-by-side performance

This helps you understand what made certain campaigns more successful.

Analysing email performance

Email campaign reports

Each email shows:
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  • Delivery statistics

  • Open and click tracking

  • Link-by-link click data

  • Geographic data (where opened)

  • Device data (mobile vs desktop)


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Understanding email engagement

  • High opens, low clicks — good subject line, weak content or CTA

  • Low opens — subject line needs work, or poor timing

  • High unsubscribes — content not matching expectations

  • High bounces — list quality issues

Improving email performance

Based on analytics:
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  • A/B test subject lines

  • Try different send times

  • Improve call-to-action buttons

  • Segment for relevance

  • Clean your list regularly


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Analysing social performance

Post-level analytics

For connected accounts, see:
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  • Impressions and reach

  • Likes, comments, saves, shares

  • Profile visits from post

  • Website clicks

  • Follower growth


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Content insights

Understand what resonates:
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  • Best-performing content types

  • Optimal posting times

  • Top hashtags

  • Audience demographics


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Platform comparison

Compare performance across:
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  • Instagram

  • Facebook

  • LinkedIn

  • Other connected platforms


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Using UTM tracking

UTM links help you track campaign effectiveness.

What are UTM links?

Special URLs that track where traffic comes from:
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yourwebsite.com/book?utm_source=instagram&utm_medium=social&utm_campaign=summer2024

Creating UTM links

  • Go to UTM Links

  • Enter your destination URL

  • Add campaign parameters

  • Copy the generated link

  • Use in your marketing

Viewing UTM data

If connected to Google Analytics, UTM-tagged traffic shows:
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  • Which campaigns drive traffic

  • Which platforms perform best

  • Conversion rates by source


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Setting goals and benchmarks

Creating goals

  • Go to Analytics

  • Click Goals

  • Set targets for key metrics

  • Track progress over time

Useful goals

  • Increase email open rate to 25%

  • Grow Instagram engagement by 20%

  • Generate 50 website enquiries per month

  • Achieve 10% booking conversion from email

Reporting and exports

Download reports

  • Select the date range

  • Choose metrics to include

  • Click Export

  • Download as PDF or CSV

Scheduled reports

Set up automatic reports:
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  • Click Schedule Report

  • Choose frequency (weekly, monthly)

  • Select recipients

  • Customise content


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Tips for using analytics

  • Check regularly — weekly for active campaigns

  • Look for patterns — what consistently works?

  • Test and learn — try new things and measure

  • Focus on trends — not just individual data points

  • Connect to business outcomes — bookings matter most

Analytics turn guesswork into strategy — understand what works and do more of it.

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