Full impact for media: the setup, step by step
For the media sales house: the tag on the landing pages, two weeks of baseline, read-only Meta access, campaigns spaced apart, and the report your sales team will use.
- What to prepare before day one
- What goes live, in order
- What to measure in week one and week four
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What to prepare
One script on the landing pages
By Google Tag Manager or one line of code, on every page a campaign sends people to. First-party visits only; no identity data crosses any boundary.
Two weeks of baseline
Traffic before the first campaign sets the normal daily curve. Without it there is nothing to credit a campaign against.
Read-only Meta access
Dates, impressions and spend per campaign. Nothing changes in how campaigns are bought.
The campaign calendar
Start and end dates per campaign. When a client wants a result per video, start the campaigns a few days apart.
What goes live, in order
Install the tag and watch the baseline
Daily visits per landing page for two weeks. Check the curve is stable before the first campaign starts.
Connect the delivery report
Campaign dates, impressions and spend arrive read-only. Match each campaign to its landing page.
Run the campaigns as usual
Buying does not change. The agent measures visits above the baseline from each campaign's schedule, including the weeks after it ends.
Keep measuring after the ads stop
Visits keep coming after delivery ends. Measure to the end of the agreed window, then run the quiet-period check.
Report under your brand
Clicked and unclicked visits, the daily curve against the ad calendar, and cost per visit on the full impact, with Releva named as the independent measurer.
Hand it to sales
One page per campaign, with the three checks, so the advertiser can put it next to its agency's tools.
What to look at, and when
| When | What to look at | What good looks like |
|---|---|---|
| Week 1 and 2 | The baseline: daily visits per landing page, tag firing on every page | A stable curve to credit against; no page without the tag |
| Week 4 | The first campaign report: clicked visits against all campaign visits, the daily curve against delivery, the quiet-period check | The pattern from the media group: far more visits than the click report counted, with the checks passing |
| Month 3 | Cost per visit on the full impact per advertiser, and how many sales conversations used the report | The report is part of every social video proposal |
Common mistakes
Starting the first campaign without a baseline. Without the normal curve, nothing can be credited and the report is only a guess.
Overlapping campaigns on the same landing page. Two campaigns at once cannot be told apart; space them a few days.
Stopping the measurement when the ads stop. In the media group, seven in ten campaign visits arrived after the ads ended.
Mixing in other traffic. A newsletter or a search push during the window inflates the baseline; keep the calendar in the report.
See which of last week's visitors you missed
Thirty minutes, with your store and ad accounts open. Then 30 days free. A holdout group decides: if the agent doesn't add orders in 30 days, you don't pay.
Book 30 minutes
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