Analytics & reporting · fictional brand: Halcyon Sleep Co.
Before/After Analytics Demonstration
A sample performance readout pairing with the 90-Day DTC Campaign & Content Calendar demonstration — showing how a real, verified account's results would be reported. Every number on this page is fictional and clearly labeled as such; none of it reflects any real client or employer's performance.
Baseline period
Jan 31 – Mar 1, 2026 (30 days) — the pre-launch month, organic content only, no paid support.
Comparison period
May 1 – 30, 2026 (30 days) — Days 61–90 of the campaign, Phase 3: Conversion & Retention, with coordinated organic and paid support.
Content output
54 pieces published across Instagram, TikTok, email, and Pinterest in the comparison period, vs. 8 organic-only posts in the baseline month.
Top-performing format
Short-form video (TikTok and Instagram Reels) — the largest share of reach and video views, and the highest average watch-through of any format tested.
Fictional example data
Six metrics, before and after
Every value below is invented for this demonstration. Percentage change = (comparison value − baseline value) ÷ baseline value × 100, calculated directly from the figures shown.
Reach
+180.0%
Engagement rate
+150.0% (+2.7 percentage points)
Video views
+600.0%
Profile visits
+300.0%
Link clicks
+600.0%
Leads / conversions
+700.0%
| Metric | Baseline | Comparison | % change |
|---|---|---|---|
| Reach | 40,000 | 112,000 | +180.0% |
| Engagement rate | 1.8% | 4.5% | +150.0% (+2.7 pp) |
| Video views | 8,000 | 56,000 | +600.0% |
| Profile visits | 1,200 | 4,800 | +300.0% |
| Link clicks | 300 | 2,100 | +600.0% |
| Leads / conversions | 40 | 320 | +700.0% |
Observations
What the fictional data shows
- Reach and video views grew far faster than profile visits and link clicks — expected during a launch push led primarily by top-of-funnel discovery content (TikTok, boosted Reels) rather than direct-response assets.
- Leads/conversions grew the fastest of all six metrics in percentage terms (+700.0%), but off the smallest base (40 → 320) — worth watching in absolute terms as the list matures, not judging on the percentage alone.
- Engagement rate's relative increase (+150.0%) shows the audience engaging much more actively per post, not simply a larger audience seeing the same level of engagement.
Recommended next actions
- Shift a larger share of paid budget toward the Instagram and Pinterest assets that most directly drove the 2,100 link clicks, since those sit closer to the purchase decision than top-of-funnel video.
- Build a dedicated post-purchase email flow to convert the 320 leads into repeat customers, since this campaign's design stops at first conversion.
- Re-test whether the reach and video-view gains hold without paid support once Phase 3 promotional spend ends, to separate paid lift from durable organic growth.