> For the complete documentation index, see [llms.txt](https://fair-indonesia.gitbook.io/docs/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://fair-indonesia.gitbook.io/docs/guides/reading-your-analytics.md). # 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 | Metric | What it means | | ----------------------------- | ------------------------------------------------------------------ | | **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 | Metric | What it means | | -------------------------- | --------------------------------------------------------------------- | | **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) | Metric | What it means | | --------------------- | ---------------------------------------------------------- | | **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: 1. Click **Export** (top right of the Reporting tab) 2. 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](/docs/developers/api-reference.md) 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](/docs/features/brand-analytics.md) — full feature reference * [Campaign Management](/docs/features/campaign-management.md) — managing the campaign itself * [Running Your First Campaign](/docs/guides/running-your-first-campaign.md) — end-to-end campaign guide * [Pro Plan](/docs/plans/pro.md) — API access for automated reporting --- # Agent Instructions This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com. ## Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. 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