If you’re running campaigns across email, social, and paid ads, and you’re tired of cobbling together numbers from a bunch of dashboards, this guide’s for you. We’ll walk through, step by step, how to actually analyze multichannel campaign performance in Proof—not just look at pretty charts. You’ll learn what matters, what you can ignore, and how to spot real insights (not just “impressions went up!”).
Let’s get into it.
1. Get Your Data House in Order
Before you can analyze anything, you’ve got to make sure your data’s coming in clean. Multichannel performance is only as good as the tracking behind it.
Checklist:
-
Are all your channels connected?
Proof pulls in data from email, social, ads, and sometimes direct site tracking. Double-check that every channel you care about is actually hooked up. If you’re missing one, your analysis will be lopsided (and, honestly, pointless). -
Are your campaign names consistent?
If your Facebook campaign is called “Q2_Offer” and your email is “Q2 Summer Promo,” Proof won’t know they’re part of the same push. Standardize naming—trust me, you’ll thank yourself later. -
Do you have UTMs set up?
UTMs are boring but vital. Without them, Proof won’t always tie traffic and conversions back to the right campaign or channel.
Pro tip:
Invest 30 minutes now cleaning up your campaign naming and UTM structure. It’ll save you hours of confusion when you actually start looking at results.
2. Set Up Campaign Groups and Segments in Proof
Proof lets you group activity from different channels into a single “campaign.” This is where multichannel analysis really starts.
- Create a campaign group for the specific initiative you want to analyze (e.g., “Spring Launch 2024”).
- Add all relevant channels: Email, Facebook, LinkedIn, Google Ads… whatever you ran in that campaign.
- Segment your audience if you want to see how different groups responded (by region, existing customers vs. new, etc).
Why bother?
If you skip this step, you’ll end up comparing apples to oranges—like email opens versus ad clicks—without any context. Grouping lets you see the full picture.
3. Look for Real Outcomes, Not Vanity Metrics
It’s tempting to get distracted by big numbers: impressions, clicks, reach. But these often don’t mean much.
Here’s what actually matters:
- Conversions: The actions you care about, like sign-ups, purchases, or demo requests.
- Cost per conversion: How much you spent to get those actions, across all channels.
- Attribution: Which channel (or combo) actually drove the conversion? Proof will show you first-touch, last-touch, and assisted conversions—don’t just default to last-click.
What to ignore (or at least, not obsess over):
- Impressions and reach: Good for awareness, but they rarely tie to hard results.
- Click-through rate (CTR): Useful if you’re optimizing ads in real-time, but not a true indicator of campaign success.
Pro tip:
If your boss asks for “total impressions,” give it to them—but base your decisions on conversions and cost per conversion.
4. Use Proof’s Multichannel Reports (and Don’t Overthink It)
Proof’s reporting tools are decent, but they’re only helpful if you know what you’re looking for.
How to actually use the reports:
- Start with the multichannel dashboard: This gives you a bird’s-eye view—total conversions, spend by channel, attribution breakdown.
- Drill down by channel: See which channels performed best for this campaign, not just overall.
- Check assisted conversions: Sometimes email “warms up” leads that later convert from paid ads. Proof shows this in the attribution model.
What works:
- The campaign comparison view is solid for seeing which channels actually drove results, side by side.
- Assisted conversion reports can reveal hidden value—maybe your organic social is quietly supporting paid channels.
What doesn’t:
- Don’t get lost in channel-specific micro-metrics (like “likes” or “shares”). Unless that’s your main KPI, it’s just noise.
- Proof’s reports can look busy. Stick to your key metrics and ignore the rest on first pass.
5. Compare Against Your Baseline (Not Just Last Month)
A common mistake: comparing campaign results only to last month’s numbers, which might have nothing to do with your current push.
Instead:
- Set a baseline: What’s your usual conversion rate, cost per acquisition, or ROI before this campaign?
- Compare like with like: If you ran a similar campaign last quarter, pull those numbers for context.
- Watch for seasonality or outside factors: Sometimes a dip or spike has nothing to do with your campaign—it could be a holiday, a competitor’s move, or just random chance.
Pro tip:
If your numbers look weird, dig into the “why” before you panic. Sometimes tracking breaks, budgets shift, or audience targeting changed.
6. Look for Patterns, Not One-Off Wins
Anyone can get lucky (or unlucky) once. Real insight comes from seeing what repeats.
- Are certain channels always top performers for conversions?
- Does a particular sequence (e.g., email → retargeting ad) drive more results?
- Are your costs creeping up, even if conversion volume is stable?
Proof can show you trends over time. Use this to adjust your strategy, not just to pat yourself on the back (or beat yourself up).
What to ignore:
Don’t draw big conclusions from a single campaign. Look at at least 2-3 major pushes before making sweeping changes.
7. Export, Share, and (If Needed) Double-Check the Data
If you need to report up the chain, Proof lets you export most reports to CSV or PDF. But don’t just copy-paste charts:
- Sense-check the data: If something looks off—like a channel with zero conversions, or cost numbers that don’t add up—dig in. Sometimes integrations break.
- Tailor your summary: Focus on what stakeholders care about. Usually: conversions, spend, and what you’ll do differently next time.
Pro tip:
If you really need to, pull raw data and cross-check with platform sources (like Google Ads or Facebook Ads). Proof is good, but no tool is perfect.
8. Iterate—Don’t Chase Perfection
Multichannel analysis isn’t about finding the “perfect” answer. It’s about getting a bit smarter each time.
- Keep your campaign structure tidy.
- Focus on conversions and cost per conversion.
- Ignore the fluff, double down on what works.
Proof gives you enough data to make real decisions—just don’t let it become a distraction from actually running good campaigns.
Summary
Analyzing multichannel campaign performance in Proof doesn’t have to be complicated. Get your data right, focus on real outcomes, and don’t get distracted by vanity stats. The more you do it, the easier it gets. Keep it simple, keep iterating, and you’ll actually see what’s working—without the headaches.