Reading Your Analytics
How to interpret Fair's campaign data — and what to do with it.
Two levels of reporting
Fair gives you analytics at two levels:
Campaign-level — what happened in a specific campaign
Brand-level — patterns across all campaigns over time
Both are useful, but they answer different questions. Campaign-level tells you whether this campaign worked. Brand-level tells you whether your influencer strategy is working.
Campaign-level metrics
Open any campaign → Reporting tab.
Reach and impressions
Total reach
Unique accounts who saw any content from this campaign
Total impressions
Total content views, including repeat views from the same accounts
Impression-to-reach ratio
Average views per unique viewer — a proxy for frequency
A high impression-to-reach ratio means the same people saw your content multiple times. For brand awareness, this is usually good. For conversion campaigns, it might mean you've saturated your target audience.
Engagement
Total engagements
Sum of likes, comments, shares, and saves across all campaign content
Engagement rate
Engagements ÷ reach, expressed as a percentage
Top-performing content
Ranked list of individual posts by engagement
Engagement rate benchmarks vary by platform and creator size, but anything above 3% is generally healthy for Instagram. TikTok skews higher — 5–10% is achievable for creators with strong content.
Video metrics (TikTok, YouTube, Instagram Reels)
Views
Total plays, including partial
View-through rate
Percentage who watched to completion
Saves
Strong signal of intent — viewers saving content for later
High save rates are often a better conversion signal than likes. If a campaign has strong saves, it's reaching people who find the content genuinely useful.
Creator breakdown
The campaign report includes a per-creator breakdown showing each creator's contribution to total reach, engagement, and any conversion metrics you're tracking.
Use this to:
Identify which creators over- or under-performed relative to expectations
Build your preferred creator roster for future campaigns
Understand which creator types (tier, niche, platform) work best for your brand
Brand Analytics
Go to Brand Analytics in the left sidebar to see cross-campaign performance.
What you can track
Reach over time — total unduplicated reach across all campaigns in a date range
Engagement trend — whether your content is getting more or less engagement over time
Best-performing campaigns — ranked by engagement rate, reach, or views
Top creators — creators who consistently deliver strong results across multiple campaigns
Using date filters
Set a date range to compare performance across periods:
Compare this quarter vs. last quarter
Isolate a product launch window
Track performance before and after a change in strategy (e.g., shifting creator tiers)
Filtering by campaign or creator
You can filter Brand Analytics by:
Specific campaigns (to exclude outliers or test campaigns)
Platform (Instagram vs. TikTok vs. YouTube)
Creator tier (nano, micro, mid-tier, macro)
This lets you answer specific questions: "What's our average engagement rate on TikTok campaigns?" or "How do micro-creators perform vs. mid-tier for awareness goals?"
ROI and conversion tracking
Fair's out-of-the-box metrics focus on reach and engagement. For conversion tracking (sales, sign-ups, clicks), you'll need to connect the dots yourself using:
UTM parameters — add UTM tags to creator links and track in your analytics platform
Promo codes — assign unique codes to each creator and track redemptions
Affiliate links — use a tracking link per creator
Once you have conversion data, you can calculate:
Cost per engagement — campaign spend ÷ total engagements
Cost per view — campaign spend ÷ total views
ROI — (revenue attributed to campaign) ÷ campaign spend
Exporting data
From any campaign report:
Click Export (top right of the Reporting tab)
Choose PDF (for stakeholder presentations) or CSV (for further analysis)
CSV exports include all individual post metrics, useful for building your own reporting views in Excel, Google Sheets, or a BI tool.
Pro plan users can also pull campaign data via the Fair API into dashboards or automated reports.
Common questions
Why does reach look lower than expected? Reach is unique accounts, not impressions. If the same person sees content from three creators in your campaign, they count once in reach but three times in impressions. Reach is always lower than impressions.
Why doesn't engagement rate match what I calculate manually? Fair calculates engagement rate as engagements ÷ reach (not followers). This gives a more accurate picture of how engaged the actual audience is, rather than measuring against total follower count.
Why are some posts showing no data? Data for some posts can take 24–48 hours to populate after a creator publishes, especially for stories and TikToks. If a post still shows no data after 48 hours, check that the creator is correctly linked in your campaign and that their account is connected.
Related
Brand Analytics — full feature reference
Campaign Management — managing the campaign itself
Running Your First Campaign — end-to-end campaign guide
Pro Plan — API access for automated reporting
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