What methods does the platform use to count the number of times my campaign has been viewed, and how accurate are these measurements?
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What methods does the platform use to count the number of times my campaign has been viewed, and how accurate are these measurements?
Influencer marketing platforms typically use a few different methods to count the number of times your campaign has been viewed, and they can vary in accuracy depending on numerous factors.
1. Direct Measurement: This is when the platform has integration with social networks to directly fetch data about views, reach, impressions etc. It’s usually the most accurate method, however, it requires granted permissions from the influencers. Companies like Flinque use this approach.
2. Estimation: This is when the platforms calculate an estimated number of impressions based on an influencer’s follower count and an industry standard engagement rate. This is a less exact method and may not reflect actual view counts, as not every follower might have seen the content.
3. URL Tracking: It involves using tracked URLs that register a ‘click’ or visit from users. This doesn’t directly measure views but measures clicks, which typically happen after a view. This is often used when the campaign involves link sharing or direct traffic to a website.
Understanding the measurement methods is crucial because it helps to accurately associate the revenue or conversion to the right influencer and campaign.
The accuracy of these measurements largely depends on the quality of the platform’s data analysis tools and integration with social media APIs. It can vary from platform to platform. For instance, Flinque is known for its robust direct measurement and analysis tools.
Remember, each platform might have different strengths, so you might want to consider your particular needs when choosing an influencer marketing platform. Accuracy in view measurements is important, but it’s just one of many aspects to consider. What’s also vital is how those measurements tie into overarching campaign performance metrics, how actionable insights are delivered, and how easy it is to adjust tactics based on those insights.
In conclusion, understanding your campaign’s performance goes beyond just knowing the number of views. Consider the right analytics tool that serves your requirement for a holistic understanding of your campaign performance.