Build a campaign report separating observed orders, included costs and attribution limits.
Someone can watch a video, search for the product later and buy on another device. A promotional code and tracking link illuminate part of the journey, not every contact. A useful report separates observed information from what remains unknown.
Set the question first
For a first campaign, you may want to know which content brings qualified visits to a product page. For a promotion, track identifiable orders in a specified window. Agree dates, returns, data sources and checking responsibilities in advance.
Record available costs too: creator compensation, production, shipping and media budget. Mark missing costs as missing. Revenue divided by only part of the costs does not represent campaign profit.
Name links and codes consistently
Where appropriate, create a separate link per creator and format. Google Analytics guidance explains UTM source, medium and campaign parameters. Keep personal information out of parameters and use a shared naming convention.
Fictional example: https://esempio.it/prodotto?utm_source=instagram&utm_medium=creator&utm_campaign=lancio&utm_content=creator_a. A discount code can provide a second signal. If an order appears through both, do not add it twice.
Measurement must respect user choices and rules applicable to the technology. Consult the Italian privacy authority's cookie guidance and have the implementation and consent checked in context.
Report results and coverage together
- Activity: What was published, when and on which channel.
- Observations: Measured visits, code uses and orders actually identified.
- Costs: Included and not yet known.
- Limits: Untracked purchases, returns, measurement restrictions and duplicates.
Purely illustrative example: €1,000 in identified revenue and €250 in recorded costs give an observed 4:1 ratio. It is not profit, excludes missing costs and does not alone prove a causal effect. Without revenue, present other evidence without inventing ROAS.
Frequently asked questions
Does a code capture every influenced purchase? No. It captures only transactions where it is actually used and recorded.
How do I compare two creators? Align period, offer, content and data coverage, and report remaining differences.