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Campaign End-To-End Evaluation

Framework
Evaluation

Definition

A complete assessment of a marketing campaign from initial planning through execution and final outcomes.

Related Knowledge

Urchin Tracking Module (UTM)ROAS (Return on Ad Spend)Lift TestCreative Pattern Analysis

1. Tracking (the setup)

Goal: Make sure the campaign is designed and tracked so that any later analysis is trustworthy.

  • Hypothesis check
    • Did we have a clear theory before we started?
    • Example: "We believe LinkedIn will drive higher ACV (Annual Contract Value) than Facebook."
  • Audience fit
    • Did we target the right segments?
    • Was the reach too broad or too narrow?
  • Assets and operations
    • Were creative assets delivered on time?
    • Did tracking pixels and attribution tags work correctly from day one?
  • UTMs (Urchin Tracking Module)
    • Ensure consistent naming (for example, not utm_source=fb one day and utm_source=facebook the next).
    • This consistency is what makes channel and campaign performance comparable.
  • Pixels
    • Invisible code placed on the company website.
    • When a user clicks a Facebook ad and lands on the site, the Facebook Pixel fires.
    • If the user buys a subscription, the pixel fires again to send that conversion back to Facebook.
    • You work with engineers to make sure these pixels fire at exactly the right moments.

    • 2. Data quality (the optimization)

    Goal: Ensure the live campaign data is accurate and actionable so you can optimize in-flight.

  • Pacing
    • Did we spend the budget evenly over the flight?
    • Or did we panic‑spend at the end?
  • Agility
    • When we saw ad A failing, how quickly did we pause or replace it?
  • Operations
    • Did the sales team actually follow up on the leads generated?
    • Or did leads sit in the CRM for days? (A very common failure point.)
  • Common data issues you solve
    • Duplication:
      • Did the system count the same sale twice?
    • Currency issues:
      • Did we mix US Dollars and Swedish Krona (SEK) without converting?
    • Missing costs:
      • Do we have revenue data but forgot to upload or sync ad spend data?

    • 3. ROI (the impact)

    Goal: Understand the true financial and business impact of the campaign.

  • ROI / ROAS
    • Hard financial metrics such as Cost per Acquisition (CPA) and revenue.
  • Lift and incrementality
    • Did this campaign generate incremental sales?
    • Or did it just capture people who would have bought anyway?
  • Reality vs day‑one ROI
    • It is rarely as simple as looking at day‑one ROI because of Long‑term Value (LTV).
    • Example:
      • A campaign looks negative on Day 1: it costs $100 to get a customer who pays $50.
      • Knowing LTV, you flag this as a good campaign because that customer is expected to pay $600 over time.
  • Learnings
    • Capture the one key thing to do differently next time (for example, better audience definition, a different creative angle, or a changed bidding strategy).

    • Real‑world scenario: the influencer campaign (Lovable example)

    "The Influencer Campaign" – e.g., for Lovable

  • Monday – pre‑launch (Tracking)
    1. The marketing manager says: "We are sponsoring a YouTuber named TechGuru."
    2. You generate a specific link for TechGuru, for example:
    3. You verify that when someone clicks it, the visit registers correctly in your analytics dashboard.
  • Wednesday – mid‑flight (Data quality)
    1. The video goes live and traffic spikes.
    2. In the dashboard you see 10,000 visits but 0 signups.
    3. You investigate and discover the landing page is broken on mobile devices.
    4. You alert the engineering team immediately so they can fix it and save the campaign.
  • Friday – post‑campaign (ROI and incrementality)
    1. The campaign ends.
    2. You calculate ROI and look at incrementality:
      • Did TechGuru simply cannibalize existing signups (people who would have signed up anyway)?
      • Or did the campaign bring in truly new users?
    3. You conclude that 80% of users were brand‑new (incremental), so the campaign is a massive success.