The dashboard shows a great deal, but four numbers carry most of the decisions.
Most of the decisions you will make about a campaign come down to four numbers, and all four sit on the Analytics and Creators pages: spend, submissions against approvals, effective CPM, and how concentrated your creators are. The one thing none of them tells you is why, and for that you read the submissions themselves.
The four numbers
Number | Where it lives , and how to read it |
Spend | Total Payouts on Analytics, and Spend 7D on Home.
Money that has actually reached creators rather than money committed, so if it is not moving, nothing else is happening either. Compare it with the pace you planned, which is the budget divided by the number of days you meant it to last. If spend is running ahead, add budget before the bar empties: an exhausted campaign leaves Discover and creators stop, and a third of the hundred most active campaigns on Content Rewards have been topped up, typically a few days apart, with each top-up announced to creators. If it is running behind, those same teams raise the CPM or the maximum payout, or add fresh footage, before they change anything else. |
Submissions and approvals | Submissions and Approved on Analytics, side by side.
They react faster than effective CPM and point at causes. Few submissions means the rate is too low for the platforms you want, or the brief asks for more than the rate justifies; many submissions with weak views means creators are posting but the content is not travelling, which is a brief or source problem rather than a rate problem. Fix the pipeline first, because every other number follows from how much is coming in. |
Effective CPM | Effective CPM on Analytics, and Effective CPM 7D on Home.
Total spend divided by views, in dollars per 1,000, so lower is better, and the curve flattens as views compound. It starts high and falls as views compound, so compare week two with week one rather than with your target, and benchmarks differ by format, niche and platform mix, so compare against your own past campaigns first. |
Creator concentration | The Creators page, which lists views, earnings and approved clips per creator.
Add up the top few. High concentration means a handful of creators drive most of your spend, which is great performance and fragile if one leaves; low concentration with weak results means nobody has found the hook yet. The healthy shape is a few clear repeat performers plus a wider long tail. |
Check the four, act on one, and come back next week. That's the whole routine.
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