Marketing
Prove what a launch actually moved
Impressions tell you the ad ran. They do not tell you what people said afterwards. Put a date range around a launch and read the conversation on either side of it, platform by platform.
The problem
Delivery metrics measure your spending, not your campaign
Impressions, reach and click-through describe how much of the internet the media budget touched. None of them describe what people thought once it touched them. That answer lives in what was posted afterwards, and because it is spread across platforms and phrased in nobody's brand language, most launch reports quietly substitute the numbers that were easy to get for the ones that were asked for.
The report arrives after the money is spent
A campaign that is landing badly is worth knowing about on day one, not in the retrospective four weeks later.
Nobody can separate the launch from the week
Without the period before it on the same chart, any number after a launch looks like a result.
The platform that carried it is a guess
Budget goes back into the channel that felt busiest, rather than the one where the conversation actually happened.
The solution
How SoTrace solves it
- 01
Draw a window around the launch
Any date range, compared against the one before it, on the same mentions the rest of the product uses. No separate tracking to set up.
- 02
Watch it while it runs
The feed updates as posts arrive, so a campaign that is landing badly can be changed on the day rather than reported on next month.
- 03
Report what people said
Reach, sentiment and the platform split, exported or delivered as a digest: the numbers that answer where to spend next.
What changes
Before and after, for the team doing the work
Without SoTrace
- Success is argued from impressions nobody trusts
- Problems surface in the retrospective, not during the campaign
- Next quarter's budget follows a hunch about channels
With SoTrace
- Before-and-after on the conversation, not just impressions
- The platform that actually carried the launch
- A daily recap while the campaign is still running
Questions
What teams ask before they switch
- Do we need to tag the campaign in advance?
- No. Measurement is a date range over mentions you were already collecting, so a launch can be analysed after the fact, including one nobody thought to instrument.
- Can we compare two periods directly?
- Yes. Any range can be read against the period before it, with reach, sentiment and the platform mix shown for both, so the difference is visible rather than asserted.
- How current are the numbers?
- Keywords are polled continuously and mentions are classified as they arrive, so a launch-day view updates through the day instead of settling overnight.
- Can the results be shared without giving everyone an account?
- Recaps can be delivered as an email digest on a schedule, and anything you are looking at in the dashboard can be exported for a report of your own.