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The Reports section of the platform allows you to view performance data over time across all your campaigns or individual reporting groups. This is the perfect place to explore and evaluate the overall performance of your influencer marketing efforts on a high level based on custom date ranges of your choice.
The Reports section contains two tabs: Overview and Acquisition.
Overview
In the Overview tab of the Reports section, you can use the dropdowns at the top of the page to filter campaign data for a specific date range for all, one, or a specific subset of your campaigns:
On this tab, data is attributed to the day that the performance metrics were received, not the day that the post went live.
The entire contents of the Overview tab can be downloaded in various file formats, including CSV and PDF. For more details, see Export Options.
The data in every section of the Overview tab will dynamically update based on the campaigns & date range you select at the top of the page.
The Overview tab contains several sections, detailed below:
Summary
At-a-glance view of the following key metrics, across all selected campaigns for the chosen date range:
| Metric | Definition |
| Engagements | Total engagements, including likes, comments, and shares, for all posts for the selected campaigns. |
| Impressions | Total times post content has been shown on a screen for the selected campaigns. |
| Engagement Rate | Engagement in relation to the total audience or impressions. |
| Posts | Total posts published for the selected campaigns. |
| Estimated Cost of Content | Estimated cost of incentives paid to influencers to create social content. |
| Total Cost of Campaigns | Total cost of incentives paid to influencers for all content and non-content deliverables, including social posts, tracking links, and product reviews. |
| Estimated Value Generated | Total estimated value of posts for the selected campaigns, calculated using industry benchmarks. |
| Estimated ROI | The estimated return on investment, calculated by dividing the Earned Media Value for the campaign by its paid costs. |
Campaigns
Tabular overview displaying key metrics per each campaign selected at the top of the page for the chosen date range (one campaign per row).
Select Customize View to select which columns to display, out of the following options:
| Category | Metric | Definition |
| Content Performance | Potential Reach | Estimated total number of times your posts for the campaigns have been seen uniquely based on the number of followers. |
| Engagements | Total engagements on posts for the campaign, which may include likes, comments, and shares. | |
| Impressions | Total number of times posts for the campaign have been shown on a screen. | |
| Engagement Rate | Engagement rate for the campaign, calculated as engagements divided by impressions. | |
| Cost and ROI | CPE | Cost per Engagement for this campaign based on the date filters selected. |
| CPM | Cost per Thousand Impressions for this campaign based on the date filters selected. | |
| Impressions per post | Total number of impressions for posts in the campaign divided by the total number of posts. | |
| Estimated Value Generated | Total estimated value (USD) of posts for this campaign, calculated using industry benchmarks. | |
| Estimated ROI | The estimated return on investment, calculated by dividing the Earned Media Value for the campaign by its paid costs. | |
| Instagram Metrics | Reach | Total number of times posts for the campaign have been seen uniquely. Reach is different from impressions, which can include multiple views by the same account. |
| Saved | Number of times your app user's Instagram media was saved by an Instagram user. | |
| Shares | Number of shares on the post, Reel, or Story. | |
| Views | Total number of times the post, Reel, or Story has been seen. | |
| Total Interactions | Number of likes, saves, comments, and shares on a post, Reel, or Story minus the number of unlikes, unsaves, and deleted comments. | |
| Affiliate Links | Affiliate Link Clicks | Total clicks on all Mavely affiliate links for the campaign. |
| Affiliate Link Conversions | Total clicks on Mavely affiliate links that led to a sale for the campaign. | |
| Affiliate Sales | Total value of sales from Mavely affiliate links for the campaign. | |
| Affiliate Commissions Earned | Total commissions earned by all influencers from Mavely affiliate links for the campaign. | |
| Affiliate ROI | Affiliate return on investment (ROI) for the campaign, calculated as: (Affiliate sales - Affiliate commissions earned) ÷ Affiliate commissions earned |
|
| Affiliate Conversion Rate | Percentage of clicks on Mavely affiliate links that led to a sale for the campaign. | |
| Tracking Links | Tracking Link Clicks | Total number of clicks on tracking links for the campaign. |
| Tracking Link Conversions | Total number of tracking link conversions for the campaign. | |
| Tracking Link Conversions Value | Total $ value of all the tracking link conversions for the campaign. | |
| Campaign Details | Influencers | Total number of influencers participating in the campaign. |
| Posts | Total number of posts published for the campaign. | |
| First Post Date | When the first post for the campaign was published. | |
| Last Post Date | When the most recent post for the campaign was published. |
Return on Investment
The value earned per network, based on what you’ve spent so far, to assess the effectiveness of campaigns across different platforms. Return on investment is based on the estimated cost of content and the estimated earned media value per platform.
Performance Over Time
A visualization of campaign performance over time, based on the selected time increment (week, month, quarter, or year) and metric. Select Customize View to select up to 3 metrics to display.
Top Content
Top individual pieces of content across all selected campaigns for the chosen date range, sorted by number of Engagements by default. Select the Sort by: dropdown to re-sort this section based on a different metric. You can also select the table icon for a tabular view, allowing you to download this data as a CSV:
Top Influencers
Top individual influencers/creators across all selected campaigns for the chosen date range, sorted by number of Engagements by default. Select the Sort by: dropdown to display re-sort this section based on a different metric. You can also select the table icon for a tabular view, allowing you to download this data as a CSV:
Social Platforms
Tabular overview displaying key metrics per social platform for each campaign selected at the top of the page for the chosen date range (one social platform per row). Select Customize View to select which metrics to display.
| Category | Metric | Definition |
|
Content Performance |
Engagements | Total likes, comments, and shares. |
| Total Posts | Total number of posts published to a platform. | |
| Impressions | Total number of times content has been shown on a screen. | |
| Impressions per Post | Total impressions divided by the total number of posts. | |
| Engagements per Post | Total engagements divided by the total number of posts. | |
| Total Engagement Rate | Total engagement in relation to the total audience or impressions. | |
| Instagram Metrics | Reach | Number of unique Instagram users that have seen a post, Reel, or Story at least once. Reach is different from impressions, which can include multiple views of a Reel by the same account. |
| Saved | Number of times the Instagram media was saved by an Instagram user. | |
| Shares | Number of shares of the post, Reel, or Story. | |
| Views | Total number of times the post, Reel, or Story has been seen. | |
| Total Interactions | Number of likes, saves, comments, and shares on a post, Reel, or Story minus the number of unlikes, unsaves, and deleted comments. | |
|
Instagram Stories Metrics |
Replies |
Total number of replies on the Story. This doesn't include replies made by users in some regions, including Europe (starting December 1, 2020) and Japan (starting April 14, 2021). |
| Navigation Tap Back | Total number of Back taps by a viewer on a Story. | |
| Navigation Tap Forward | Total number of Forward taps by a viewer on a Story. | |
| Navigation Swipe Forward | Total number of Next Story taps by a viewer on a Story. | |
| Navigation Tap Exit | Total number of Exit taps by a viewer on a Story. |
Acquisition
The Acquisition tab in the Reports section displays how many new members you’ve acquired through various channels, such as email, your website, or other marketing campaigns.
Understanding Date Range Filters
The values displayed in the Overview tab are always filtered by the date range at the top of the page and for the selected campaigns. In addition, the data is always attributed to the day that the performance metrics were received—not the day that the post went live.