Meltwater's new Paid, Earned, & Owned dashboard offers a unified overview of your campaign performance across channels and mediums.
This dashboard provides PR and marketing teams with a holistic understanding of how omnichannel marketing efforts are working together to drive engagement and exposure.
Having a unified view of your brand across channels allows you to:
Determine the effectiveness of your messaging
Easily evaluate multi-channel campaign performance
Optimize ROI by analyzing impressions alongside ad spend
This article will cover:
Prerequisites
Before creating a Paid, Earned & Owned Dashboard, you first need to have at least one Explore search and your social accounts connected. Learn more about Creating an Explore Search, Connecting Your Owned Social Accounts, and Connecting Your Paid Social Accounts.
Creating a Paid, Earned & Owned Dashboard
The Paid, Earned, & Owned dashboard combines your connected Ad accounts (Paid), saved searches (Earned), and connected social channels (owned).
Each input type has its own box. You may choose any combination of these three boxes. For any box you do not select, those corresponding metrics and elements will be removed from the dashboard.
To create a Paid, Earned & Owned Dashboard, follow these steps:
Click the Engage drop-down in the left-hand navigation bar
Click Measure
Navigate to Legacy Social Templates
Click Show more
Select Paid, Earned & Owned
To add Paid inputs
Select Ads/campaigns
Select the checkboxes to the left of the Ads and Campaigns you want to add
Click Add
Note: Paid currently features Facebook, Instagram, and Messenger ads. There is no limit to the number of ad accounts you can select.
To add Earned inputs
Select Explore search
Select the checkboxes to the left of the searches you want to add
Click Add
Note: Searches must be saved in order to select them for this dashboard. Limit 5 searches at a time.
To add Owned inputs
Select Owned account
Select the checkboxes to the left of the accounts you want to add
Click Add
Note: Options include Facebook, Twitter, Instagram, and LinkedIn. There is no limit to the number of owned accounts you can select.
Once all inputs are selected, click Update Results
The dashboard has a dynamic display, which means that the graphs and charts that show are dependent on the inputs you select. For example, if you choose only Earned and Owned inputs, metrics like Ad Impressions will not appear on the dashboard.
Dashboard Metrics
METRICS | DEFINITION | EQUATION |
TOTAL MENTIONS | The sum of total results for searches. It also includes the comments and replies for your ads and social accounts. | Number of earned results + paid comments + owned comments |
TOTAL POSTS | The total number of posts and ads created in the reporting period. | Sum of the number of Ads and published posts created |
EST. IMPRESSIONS | The estimated impressions across paid, earned, and owned inputs. Earned impressions are an estimate summed with the impressions for your owned and ad accounts. | Sum of owned impressions (Facebook, LinkedIn, Twitter, Instagram) + paid (Ad impressions) + earned (Twitter + News) |
TOTAL ENGAGEMENTS | The sum of engagements across paid earned and owned inputs. For owned it includes Facebook, Instagram, Twitter, and LinkedIn. For paid it is the engagements on your Facebook or Instagram Ads. Earned engagements span a number of potential sources including News, Twitter, TikTok, etc. | Owned engagements (Facebook + LinkedIn + Twitter + Instagram) + Paid engagements (Total actions -> Engagements) + Earned engagements* |
AD IMPRESSIONS | Impressions are the number of times ads from the selected campaigns were displayed to a user during the reporting period. |
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CPM | Cost per Impression is the average cost per 1000 impressions across selected campaigns. | CPM = Total Spend/ Total Impressions * 1000 |
TOTAL ACTIONS | The total number of actions that people took after seeing your ads. Actions may include engagement, clicks, or conversions. |
|
CPA | Cost per Action is the average cost per action across selected campaigns. | CPA = Total Spend / Total Actions |
CLICKS | Clicks are the total number of times users clicked on your ads driven by elect campaigns. |
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CPC | Cost per Click is the average cost for a single click across selected campaigns. | CPC = Total Spend / Clicks |
WEB CONVERSIONS | Web conversions are the total number of events or conversions driven by selected campaigns, as calculated by the advertising network's tracking pixel or equivalent solution. The metric is calculated as the roll-up of all the standard and custom conversion events. |
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CPCON | Cost per Conversion is the average cost for a single conversion across selected campaigns. | CPCON = Total Spend / Web Conversions |
SPEND | Spend is the estimated total amount of money you've spent on your campaign, ad set, or ad during its schedule. This metric is estimated. |
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FREQ | Frequency is the average number of times each person saw your ad. This metric is estimated. |
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Top Content
Top content showcases the top three posts, broken out by earned, owned, and paid. You can toggle between each view on the chart.
Paid includes top posts sorted by total actions.
Earned posts include the top news articles sorted by Reach.
One of each: Highest reach, Highest engagements, Top social echo
Owned includes top posts sorted by Engagement rate
You can click on any top content post to gain more information.
Clicking a top Paid post will open a popup with more details of the ad.
Clicking an Earned post will open the source in a new browser tab.
Clicking a top Owned post will open a popup with more details of the post.
Word Clouds
Word clouds are a visual representation of the most frequently appearing keywords within your results, comments, and replies. Keyword relevance is indicated by the size and shade of the words. Larger, darker words are more prevalent in your results. They allow you to easily identify what your audience is talking about on each of your types of content.
There is a separate word cloud for each input: Paid, Earned, and Owned. This allows you to more easily identify if your message is received the same across all three areas.
Sentiment
Sentiment shows the overall tonality of any given article or mention. This provides a look at each result and consolidates the message's tone into either positive, negative, neutral, or not rated. This allows you to easily identify how your audience feels or perceives your brand/content/message, etc.
Learn more about How is Sentiment Assigned.
There is a separate sentiment graph for each input: Paid, Earned, and Owned. This allows you to more easily identify if your different audience groups feel the same across all three areas. Sentiment can be either positive (green), negative (red), neutral (light grey), or not rated (dark grey).
Paid - all comments/replies for the selected Ad accounts/campaigns
Earned - all results from a search
Owned - all comments/replies for the selected pages
Top Entities
An entity is a keyword that is classified as a common or proper noun. Similar to how word clouds show the most frequently used keywords in your results, comments, and replies, the Top Entities graph shows only the most frequently used people and organization entities.
Entities is calculated as (Paid comments/replies + owned comments/replies + search results)
To see how many times a top entity appeared in your results, hover over that specific entity.
The top entities graph has three view options:
All entities
People entities
Organization entities
People entities are names of specific people, which organization entities are names of brands and businesses. All entities show a combination of both.
Entity Ex. Tesla = Organization, Elon Musk = Person
Breakdown of Your Impressions & Reach
This chart changes depending on the selected inputs. Two different types of charts will show: impressions over time or impressions over time correlated with spend.
When paid is selected with another input, spend is included. If paid is not included, spend is removed from the chart.
Hover over a line on the graph to view the specific metrics for that day.
Breakdown of Mentions, Fans, and Ad Reach by Country
This is a heatmap of the world that displays the sum of paid, earned, and owned location data. Countries are highlighted in varying hues of blue, with darker hues indicating larger results from that country.
Owned locations include Facebook, LinkedIn, and Instagram fan locations.
Ad location includes the ad reach locations.
Earned location includes the locations of the mentions in your searches.
Hover over a country on the map to see the total reach for that country.
Date Range
You are able to filter the dashboard by date. Choose from a list of predetermined options, or select a custom date range.
Actions
The Paid, Earned & Owned report has two available actions: Download Excel and Download PDF.
Both options download directly to your computer.
The excel will download all of the raw number data from your dashboard, and separate it by tab.
The PDF will download a snapshot of the report, in a landscape PDF, perfect for presentations!
💡 Tip
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