Running campaigns
Campaign recap
A campaign recap is the report produced after a campaign ends, showing what was published, what it cost, what it delivered in reach, engagement, and revenue, and what should change next time.
Also called campaign report, wrap report, post-campaign analysis.
The recap earns the next budget, so it should lead with the numbers the person approving spend cares about, normally revenue and cost per outcome, with reach and engagement supporting rather than substituting for them.
The most valuable section is the one most often omitted: per-creator performance against what each was paid. That is what turns a single campaign into a roster decision about who to book again and at what rate.
Related terms
- ROAS
- ROAS is revenue divided by the spend that produced it, expressed as a multiple. A campaign that returned 30,000 in revenue on 10,000 of spend has a ROAS of 3.
- Conversion tracking
- Conversion tracking is how a brand ties a sale back to the creator who drove it, usually through a unique discount code, a tracked link, or a survey at checkout asking how the customer found the brand.
- Reach
- Reach is the number of unique accounts that saw a piece of content at least once. Each person is counted once no matter how many times they saw it.
- Creator roster
- A creator roster is the maintained list of creators a brand works with or wants to work with, holding their contact details, audience data, rates, past performance, and current status.
- Earned media value
- Earned media value is an estimate of what a campaign's organic reach and engagement would have cost to buy as paid advertising. It is a modelled figure, not revenue.
Distinct is the workspace where brands and creators run the work behind these terms. For brands, for creators, or back to the full glossary.