First, revisit the KPI framework and/or media brief to remind yourself what the marketing objective was and how you planned on measuring the results.
Before diving in, confirm what SKUS were used in the measurement set and that the hero cuts are accurate. If they aren’t correct don’t be afraid to ask the RMN to rerun the report.
Next, review the KPI metrics to determine if they met or exceeded expectations. You can benchmark against past campaigns. I usually look at total year and year over year (YoY) to determine if the results are positive. You can also request benchmarks from the RMN, but few offer them right now.
Then take a look at other campaign metrics to determine what impacted the results. I recommended reviewing reach, frequency, add to cart, new to brand, conversion rate, creative versioning results and audience results. If you missed the KPI, usually one of these metrics will provide clarity.
Ex: The average industry frequency is under 6x/campaign. If your frequency is 15x, you probably overexposed the audience and/or didn’t reach enough new buyers. Without new buyers, delivering iROAS is challenging.