Choose one main action
Decide whether you care about a presentation being watched, an enquiry being sent, a booking or a purchase. The number of plays means something different from the number of contacts. A well-planned campaign combines attractive content with one clear next step.
Measure successive stages
Separate the number of distributed materials from experience openings, video launches, views and button clicks. A report should explain exactly what each event means and whether one person could trigger it several times.
Compare similar conditions
In a pilot, you can compare two versions of a material or its instructions. Keep the distribution method, the audience and the timing similar. With a small number of observations, a single click can noticeably change the percentage result.
Don't confuse plays with people
A video played 1,800 times does not mean 1,800 unique recipients. The same person can return to the material or show it to someone else. In the report we describe events in line with what was actually measured.
Set up measurement before launch
We agree the reporting scope, the campaign period and any connection to a shop or CRM before implementation. We collect data in proportion to the goal, taking into account the chosen approach to privacy.