A campaign report is a summary of a particular campaign once it’s been completed. They’re pretty standard pieces of work in most businesses and agencies, and it should be for bloggers too, although it’s not! Have you ever sent a campaign report after working with a brand or sponsor? If you haven’t, you could be missing out on future projects, and so, future income, and that’s just the WORST!
I create campaign reports for almost every project I work on with a brand, and you should too. Read on to see why and how to do it for your next blogging project.
Oh, and read till the end and you’ll get a free template to use for your first report!
Why you should create and send a campaign report to blog sponsors
You’ll stand out and appear more professional
The majority of bloggers don’t send a campaign report to brands, but it’s something that would be considered standard practice if you were a “regular” business.
You’ll make your point of contact’s job easier
Agencies and brands are often left to guess on the successfulness of a blogger campaign, so make it super easy for them by providing everything that they’ll need to gather themselves. Believe me— they’ll LOVE it, and you’ll get on their good side, meaning you’ll be first in line for any future campaigns.
It helps justify your fees
Again, your point of contact will probably need to tell her boss or client that your fees were worth it, and being able to show off the report you created will only help. Even if the campaign wasn’t a complete success, your professionalism will mean that they will still consider working with you in the future.
When quoting your fees, include the fact that you’ll send an end-of-campaign report. It’s added value, and brands will like that.
Your point of contact may leave
People leave roles all of the time, so if someone takes over their job, your report might get lost in the handover documents. When you are introduced to your new contact, you can send her the report so she can see how you’ve worked together so far and how successful it was.
You can create a case study from it
Create case studies from your blog sponsorships whenever you can, so you can show potential sponsors that working with you WORKS. By creating this report, you’ll already have the bones of what you need for the case study.
Showing the positive results that you’ve achieved means they are more likely to work with you again
An obvious one, but needs to be said nonetheless. If the campaign was a success, throw it in their faces so they never forget it! 😉
When to send a sponsor a campaign report
For campaigns that have finite endings, such as social media campaigns and sidebar adverts, I send the report once the final piece of activity has been completed and I’m able to see all of the statistics from the campaign. I then call the report an “end of campaign report”.
For campaigns that involve ongoing or long-term activity, such as a sponsored post or video, I’ll typically send a report at the 3-month mark. If it’s something that’s time sensitive, like a Christmas gift guide, or it’s performed particularly well, I’ll send a campaign report as early as one month in.
What to include in your campaign report
I’ve listed below some of the most common ways that bloggers work with brands, and what I suggest that you include in a campaign report for each.
• Ad impressions— depending on how adverts display on your site, you might be able to use page views to calculate this. If you can, break the numbers down by device too.
• Total Clicks — use a bit.ly link to track this throughout the campaign
Sponsored social media campaigns:
• Summary of the activity
• Total impressions
• Total clicks
• Total engagement (likes, comments, shares, favorites, etc.)
• Highlight any pieces of activity that performed particularly well
• Any learnings – has this report shown that the brand will get a better return on their money if they commission you to create more Facebook posts over tweets? Include this, because it shows that you know your stuff, that you have their best interest in mind, and also that you’d like to work together again in the future.
• Visits, visitors and page views so far
• A summary of traffic sources— include percentages
• A summary of the social media activity published – include the impressions, clicks and engagement numbers as explained for social media campaigns
• Highlight any social media activity that performed well
• Highlight any positive engagement on social media or on the post— comments from readers, Twitter followers, etc.
• Predictions for the future of the post – do you anticipate that Pinterest traffic will pick up? How about traffic from search? This is optional, but I think it’s a good way to show that you’re thinking about the future even though you’ve already been paid.
• Any learnings — see previous section
• Key statistics from Youtube analytics— Watch time, views, average percentage viewed, likes, comments
• A summary of traffic sources
• A summary of the social media activity published – see previous section
• Highlight any social media activity that performed well
• Highlight any positive engagement on social media or the video – see previous section
• Total clicks to the sponsor’s site from the video description – this should be tracked with bit.ly links
• Predictions for the future of the video – it’s especially important to highlight if your video is consistently getting more views and watching time each day from Youtube search— it will prove the longevity of the video and you might be able to predict how many views it will have down the line.
*For all reports, include screenshots when you can of Google Analytics, Bit.ly stats, engagement reports, and anything else that you find relevant. It’s not completely necessary but adds an element of professionalism (always good) and also extra proof for your report.
From these four types of campaigns, you can get an idea of what types of analytics you should include in your report, even if you create one for a different type of campaign.