How to read and analyze your report

Once your campaign is live, your reporting dashboard is where you'll see how it's actually performing. This isn't a one-time check. Plan to come back regularly, since performance can shift as your audience and traffic sources change, and the earlier you catch a channel that's underperforming, the less budget you waste on it.

The first time you open your report, it's tempting to scan everything at once. Don't. There are three numbers at the top that tell you almost everything you need to know at a glance, and everything else on the dashboard exists to help you understand why those three numbers look the way they do.

• Traffic and Sessions: How many people actually visited your page. This is your top of funnel. Nobody converts if nobody shows up.

• Leads: How many of those visitors actually signed up and provided their email.

• Conversion Rate: Leads divided by traffic. This is the number that tells you whether your page itself is doing its job.

If traffic is healthy but leads are low, the problem is probably your page—the offer, the copy, or the design. If traffic itself is low, the problem is upstream of the page entirely. You don't have enough people finding it yet. Knowing which of those two problems you have changes what you actually go fix.

A conversion rate on its own is close to meaningless. It only means something next to where the traffic came from. A 40% conversion rate from an email you sent your existing fans isn't surprising; they already know and trust you. A 15% conversion rate from cold traffic on a Facebook ad, on the other hand, might actually be a great result because it means you're converting strangers. Same number, completely different story, depending on the source. This is exactly why the dashboard lets you filter by ref link.

If you're running more than one way to get visitors to your page—a few different ad sets, a newsletter blast, an organic social post—each one should have its own ref link. The Lead Ref Links section breaks your leads out by exactly which link brought them in, so instead of one blended conversion number, you get one number per source. That's what lets you say "the Instagram ad is converting at 22% and the newsletter link is converting at 8%" instead of just seeing one average that hides both. Once you can see that gap, you can make strategic decisions like putting more budget behind what's working and either fixing or pausing what isn't.

Leads captured over time shows you your sign-ups over a period of time, not just the running total. You can also see your leads captured over time by individual ref links or groups, if you grouped together ref links. This is where you catch problems early instead of late. A steady trickle of leads that suddenly drops off is worth investigating. Did an ad get paused? Did a link break? Did interest genuinely cool off? What's changed?

These two sections answer a different question than the ones above: not "is it working" but "who is it working for." Traffic Channels tells you which platforms are sending people your way, which is useful for knowing where to double down. Traffic Regions tells you the geography of your audience, which matters more than it might seem. If you're planning shipping costs, timing a livestream, or deciding where to run future ads, knowing your audience skews heavily toward one region changes those decisions.

The single biggest mistake a first-time user makes with reporting is setting up a campaign, checking it once at launch, and not coming back until it's over. Performance shifts—an ad fatigues, a traffic source dries up, a post goes unexpectedly viral—and the whole value of having a live dashboard is catching those shifts while there's still time to react to them.

1. Open your report.

   • From the left-hand menu, click Reports under Properties, then click the report icon under View Report next to the campaign you want to see.

   • Alternatively, click the report icon directly from your campaign overview.

2. Review your key metrics at the top of the report.

   • Traffic and Sessions: Overall visits to your page, updating every 6 hours.

Your reporting dashboard is an essential component of the strategy behind any successful a pre-launch campaign. Launch Oracle gives you real-time visibility into where your traffic is coming from, which ref links and channels are actually converting, and how your conversion rate holds up once you break it down by source. That way, every decision you make before launch is based on what your audience is actually telling you, not a hunch.

Now that you know how to read and analyze your campaign report on Launch Oracle, you might want to:

• Dig into Advanced reporting to analyze your Meta and Google ad performance.