Reporting & analytics

Re-design, web, client & internal users

2025

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Context

The Performance analytics dashboard is a comprehensive tool for managing and displaying campaign performance data. It aggregates data from different API sources such as Meta API, TikTok One and IQ data.
It serves as the primary interface for tracking campaign performance across multiple platforms (Instagram, TikTok, YouTube, Snapchat) and is designed for internal admins as well as clients.
It also allows users to download data in CSV format for post campaign analysis report prepared from clients.

The Problem

The page wasn’t widely used because the data wasn’t trusted, and the client service team ended up using it only to download information for manual spreadsheet updates. The teams also preferred using spreadsheets due to extensive customisation they allow.

Goal

Increase adoption of the reporting page across internal and external users, enhance trust in the data presented, and position the dashboard as the single source of truth by aggregating all campaign data on the platform.

Before

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Uncovered issues

👎 Tabs for platforms

Layout with a separation by platforms didn’t allow users to compare content across different platforms

👎 Grouping by creator

Grouping by creator didn’t allow users to compare individual deliverables by different creators and required too many clicks.

👎 No data source or time stamps

With 4 different API sources, it wasn’t clear for users where the data originated or when it was last updated.

👎 Fixed top metrics

Users could only showcase views, reach and engagements and had no flexibility to customise the metrics according to campaign needs.

👎 Unnecessary info taking space

Thumbnails and captions were taking too much of valuable space and the page required a lot of vertical scroll.

👎 Difficulty finding individual posts

Users had few filtering options and the existing ones weren’t comprehensive and had confusing labelling.

👎 No token connection functionality

Creator token connection is crucial for the data, however the connection flow was located on a different page.

👎 No ability to see what post did the best

Grouping by creator meant that sorting by metric showed only the best-performing creator, not the best-performing post.

Key takeaways

Users would like to….

• Be able to see posts in a single view

• Have more customisations

• Have more visibility of data sources

• See data in the past, not just live data

• Have multiple views to showcase different data sets to clients

• Create custom columns

• Set targets and compare campaign performance against them

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Actionable points

• Introduce colours for data sources

• Add timestamps for data sources

• Give ability to view data in the past

• Give ability to create separate views

• Remove grouping by creator and platform tabs

• Make top metrics customisable

• Improve UX for existing filters and action buttons

• Make token connection flow more accessible

• Give users more control over the page and layout

• Give users control of the data export in the CSV

Results

 📊 Internal view / default

The internal view enables teams to manage campaign delivery, from updating post statuses and connecting tokens to setting targets and organising content across custom tabs. It also provides a flexible table for custom layouts, columns, and reporting views.

The internal view enables teams to manage campaign delivery, from updating post statuses and connecting tokens to setting targets and organising content across custom tabs. It also provides a flexible table for custom layouts, columns, and reporting views.

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 📊 Internal view / filters

Filters support both local, session-based use and global states that define what other users, including clients, see. They remain hidden by default and appear as lozenges when applied, with custom filters automatically generated from custom columns.

Filters support both local, session-based use and global states that define what other users, including clients, see. They remain hidden by default and appear as lozenges when applied, with custom filters automatically generated from custom columns.

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 📊 Internal view / data sources

Data sources can be toggled on when needed, revealing where each metric comes from and when it was last updated. This adds transparency to reporting by clarifying how values vary based on different API connections and creator setups.

Data sources can be toggled on when needed, revealing where each metric comes from and when it was last updated. This adds transparency to reporting by clarifying how values vary based on different API connections and creator setups.

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 📊 Internal view / column management

Column management is handled through a side panel, where users can create custom columns using labels or free text. It also allows them to reorder, rename, and control the visibility of both custom and standard columns.

Column management is handled through a side panel, where users can create custom columns using labels or free text. It also allows them to reorder, rename, and control the visibility of both custom and standard columns.

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 📊 Internal view / campaign targets

Targets are managed in a side panel where users can control which metrics are visible and assign target values to them. These targets are then used to benchmark performance, enabling quick comparison against campaign goals.

Targets are managed in a side panel where users can control which metrics are visible and assign target values to them. These targets are then used to benchmark performance, enabling quick comparison against campaign goals.

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 📊 Internal view / new view creation

New views are created as tabs, allowing users to capture metrics either live or as of a specific date in the past. Each tab can be named and set as visible or hidden from clients, giving teams control over how data is shared.

New views are created as tabs, allowing users to capture metrics either live or as of a specific date in the past. Each tab can be named and set as visible or hidden from clients, giving teams control over how data is shared.

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 📊 Client view

The client view offers a streamlined, insight-focused experience, surfacing key performance metrics in a clear and accessible way. Clients can explore the data through filters, while the structure remains consistent for reliable reporting.

The client view offers a streamlined, insight-focused experience, surfacing key performance metrics in a clear and accessible way. Clients can explore the data through filters, while the structure remains consistent for reliable reporting.

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Results in detail

 👍 All platforms on one page

Layout without tabs allows users to compare content from different social platforms between each other.

Layout without tabs allows users to compare content from different social platforms between each other.

👍 All creators on a single page

Getting rid of grouping by creator allowed users to compare content by different creators between each other.

👍 Data source & last updated time stamp

Source colours, the 'last updated' column and info icon help users understand where the data comes from and when it was updated.

👍 More customisations

Users now have the ability to customize total metrics, adjust the visibility of columns, sections, and pages, and create custom columns.

👍 New informational hierarchy

New singe view layout allows users to compare content from different social platforms between each other.

👍 Brand new & updated filters

New filters allow users to see content by a certain creator or posted on a certain social media platform in isolation.

👍 No token connection functionality

Adding token-connection controls gives users a quick way to request tokens and unlock additional reporting data.

👍 Sorting functionality

We introduced columns with sorting functionality for each metric so that users could see which post performed the best

👍 Calendar to view metrics in the past

Added a calendar to view data as of a date in the past instead of just showing accumulative data as of today.

👍 Additional tabs with a subset of data

Introduced a way to create additional tab based on a certain filtering parameter such as data, platform or campaign phase.

Impact

The redesign of the performance analytics dashboard allowed users to view and compare performance metrics for multiple deliverables and creators in a single, unified view. The introduction of additional views and date-specific reports, along with global filters, made it easier to showcase different aspects of a campaign and present data in a more digestible way for client users. Transparency also improved with visible data sources and timestamps for the latest updates.


A new token connection flow, along with YT Brand Connect and TT One integrations, enabled users to verify the state of connections and take necessary actions without leaving the page, streamlining workflows.

By January 2026, 64% of completed campaigns had 100% of deliverables available on the performance analytics dashboard, up from just 5.5% at the start of 2025. CSV export usage also grew steadily, increasing from 10.3% of delivered campaigns in early Q4 to 35.9% by January 2026.

The redesign of the performance analytics dashboard allowed users to view and compare performance metrics for multiple deliverables and creators in a single, unified view. The introduction of additional views and date-specific reports, along with global filters, made it easier to showcase different aspects of a campaign and present data in a more digestible way for client users. Transparency also improved with visible data sources and timestamps for the latest updates.


A new token connection flow, along with YT Brand Connect and TT One integrations, enabled users to verify the state of connections and take necessary actions without leaving the page, streamlining workflows.

By January 2026, 64% of completed campaigns had 100% of deliverables available on the performance analytics dashboard, up from just 5.5% at the start of 2025. CSV export usage also grew steadily, increasing from 10.3% of delivered campaigns in early Q4 to 35.9% by January 2026.

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Thank you!

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