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How to: Run a Post-Launch Ad Campaign Analysis

Written by: Anne Tucci, Senior Account Director

Congratulations, you’ve successfully launched a new campaign using Nanigans software! What’s next?

The post-launch analysis is an essential part of getting a campaign off the ground and is the foundation to being able to assess and build on performance. In-house marketers benefit from taking stock of the campaign setup and early data shortly after launching so that any inconsistencies or performance gaps can be addressed right away.

Ready to get started? Marketers working with Nanigans typically approach post-launch analysis in two stages:

1. Data Sync

The first stage is to ensure tracking events match up. In other words, if you use a 3rd party data source or internal tracking metrics, does Nanigans show metrics that are in line? Since Nanigans software leverages event and revenue data to enable targeting high value audiences, it’s key to make sure purchase events and revenue are being passed properly. If a campaign were to run for a period of time without proper event and revenue data, optimization would not function properly and could result in lost opportunity.

The same goes for any other events being tracked, such as registrations, installs, add to carts, and so on. Nanigans account management teams always review tracking setup and event implementation during the kickoff phase with in-house marketers, but it’s good practice to double check at this point in the launch process!

2. Volume and Performance Targets

After confirming that the data is accurate, the next step is to assess volume and performance targets. Following the initial few days of the launch period, there should be quick progress toward achieving the intended daily spend volume. Analysis via Nanigans reporting tools will allow you to troubleshoot if this is not the case. For example:

  • You may launch with a budget of $2,000 per day but ultimately want to scale to $10,000 per day by the end of the first week. If by day 5 the campaign is only spending $7500 per day, you can look into whether certain audiences, device types, or strategy groups are underperforming and make adjustments from there.
  • If an initiative is aiming for 75% yield, the Nanigans reporting tools enable you to quickly determine how the overall campaign is trending. You can also dig much deeper into the data to see which specific pieces of the campaign are driving best performance. For instance, some audiences, creative, targeting types, and device types may be outperforming others. You’ll be informed as to where you should launch additional ads and where to iterate to improve areas of concern.

No matter the specific scenario, the most important part of the post-launch period is to leverage the wealth of data Nanigans provides. With the power of our ad automation software to surface granular performance data and the support of Nanigans experienced account management teams to provide proactive recommendations and help troubleshoot, in-house marketers can feel confident in testing new initiatives, acting on optimization opportunities, and making informed campaign decisions.

 

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