---
title: "How to Analyze Campaign Performance"
slug: "how-to-analyze-campaign-performance-in-marketing-automation"
updated: 2024-12-12T14:14:05Z
published: 2024-12-12T14:14:05Z
canonical: "docs.mapp.com/how-to-analyze-campaign-performance-in-marketing-automation"
---

> ## Documentation Index
> Fetch the complete documentation index at: https://docs.mapp.com/llms.txt
> Use this file to discover all available pages before exploring further.

# How to Analyze Campaign Performance

This article provides a detailed overview of the analysis options available in Marketing Automation, explaining how to access key performance metrics and utilize them effectively. It also highlights the tools for advanced analysis.

---

## Performance View Overview

### **Accessing the Performance View**

- **Path**: *Marketing > Campaigns > Performance (Tab)*.
- **Structure**:
  - **Campaign Title**: At the top level, you’ll find the campaign title with aggregate metrics summarizing the entire campaign.
  - **Placement-Specific Metrics**: If a campaign is linked to multiple placements, metrics are broken down by placement below the campaign title.

> [!NOTE]
> Campaigns without placements (e.g., Audience Stream) will not include this breakdown.
    - Example: A banner campaign with onsite and overlay placements will show metrics for each placement separately.

---

### Metrics Available in the Performance View

- **Item Views**:

Number of times the campaign was displayed to users.
- **Clicks**:

Total number of user interactions with campaign elements.
- **Click-Through Rate (CTR)**:

Percentage of impressions resulting in clicks. Formula: (Clicks ÷ Impressions) × 100.
- **Conversions**:

Total number of desired user actions completed (e.g., purchases, sign-ups).
- **Conversion Rate**:

Percentage of impressions leading to conversions. Formula: (Conversions ÷ Item Views) × 100.
- **Revenue**:

Total revenue generated by the campaign.

---

### Using the Performance View Efficiently

- **Start at the Campaign Level**:

Review aggregate metrics under the campaign title to understand overall performance.
- **Drill Down to Placement-Level Metrics**:

Use placement-specific data to identify which placements drive the most engagement or conversions.
- **Compare Campaigns**:

Use the Performance View to review and compare multiple campaigns side by side.
- **Leverage Key Metrics**:

Evaluate CTR alongside conversion rates to understand where users drop off in the journey.

---

## **Advanced Analysis in Mapp Intelligence**

### When to Use Mapp Intelligence

While the Performance View provides essential campaign metrics, advanced analysis and customization require the **Mapp Intelligence** tool.

- **Customization**:
  - The Performance View metrics are predefined and cannot be adjusted.
  - Use Mapp Intelligence to:
    - Add or remove metrics.
    - Apply filters.
    - Adjust the time frame.
    - Add dimensions and integrate your campaign analysis with all web or app data tracked in Mapp Intelligence. This allows you to create a holistic view of user interactions across multiple touchpoints.
- **Advanced Insights**:
  - Analyze user behavior across multiple dimensions, including devices, locations, and demographics.
  - Apply segmentation to isolate performance data for specific target groups.

### How to Access Mapp Intelligence

Simply click on the **Explore in Intelligence** button within the Performance View. This will take you directly to Mapp Intelligence for advanced analysis.