Analytics
Reading a campaign dashboard like an analyst
The three numbers that actually predict whether a trend will hold.
Campaign dashboards are full of big numbers. Most of them describe what happened; only a few predict what happens next.
1. Posts per minute, not total posts
If posts per minute are rising at the 20-minute mark, the trend will usually hold. If they've flattened, rank will start slipping within the hour.
2. Unique accounts per hundred posts
A healthy campaign stays above 60. Below 40, the conversation looks manufactured and tends to drop off the list.
3. Organic share
The share of posts coming from accounts that weren't part of the campaign brief. This is the number that tells you the message landed.
Impressions are nice for a slide. These three numbers are what we watch live.