Once a campaign is Live, the results fields appear so you can track metrics and capture what you learned. The Results section keeps qualitative insight and quantitative performance in one place. When a campaign reaches Analysing or Complete, the Results section and metrics move to the top of the campaign page, so the outcome is the first thing you see.
Key features:
- A rich text field for narrative results, observations, and learnings
- A metric table for KPIs, with before and after values and automatic percentage-change calculations
- Manual or automated entry: type values yourself, or sync them from a connected analytics source
Positive signals
Not every campaign maps directly to a business outcome. Results and metric tracking let your team add context and positive signals, so you can tell whether early “v1” campaigns are heading in the right direction.
Campaign metrics
You can add metric data two ways: manually (the default) or automatically. Before and after periods are worked out for you, with date ranges shown on hover, and the percentage difference is calculated automatically. Date ranges are inclusive of start and end dates, in line with popular analytics platforms (PostHog, GA4, Mixpanel, Amplitude).
Automated metrics (beta)
Automated metrics use natural language and AI to pull data from your analytics tools and update your campaign automatically. As a campaign changes stage, metrics update:
- Planning: populate the prior period
- Live: refresh the prior period
- Analysing: add the current period and calculate the change
We expect natural language to become the main way marketers access analytics data. More on that thinking in AI in marketing analytics.
How the analysis reads your results
When a campaign reaches Analysing, Growth Method’s AI analyses it for you, as long as an analytics integration is connected. You can also run it yourself: type /analyse-campaign in chat on the campaign. In chat, nothing is saved until you approve it.
The analysis answers two questions in order: can this result be trusted, and if so, what should happen next.
Can the result be trusted?
Before calling a win or a loss, the analysis checks that:
- the change is actually live, using your connected tools where it can
- the before and after numbers are measured the same way, over windows of the same length. If a stored before number was measured differently, it’s measured again and corrected, and the write-up says so
- the campaign has run as long as its plan asked for
- the change is bigger than the metric’s normal movement from month to month (for a one-off email or post, compared with the few before it)
- a couple of clicks or conversions either way wouldn’t change the answer
- the change didn’t happen everywhere at once. The campaign is compared with the nearest thing it didn’t touch: pages in the same section for a page, other sends to the same list for an email, or other ads in the same campaign for an ad, and only the wider site or account when there’s nothing closer
- no other campaign changed the same page or asset at the same time. If one did, you still get a verdict, with a warning naming the other campaign
Verdicts
Each analysis gives one verdict:
- Validated or invalidated: the result can be trusted, and the main metric clearly met or missed what the hypothesis said
- Too early: the campaign needs longer, either for the change to work or for the metric to collect enough data
- Unreadable: there’s too little data to tell, and more time won’t help. If nothing was measured, the write-up says what to measure next time
- Not tested: the change never went live, or went live broken
What the write-up says
The analysis is saved to the campaign’s results in plain language, in five short parts:
- Result: whether the campaign hit its target, and the verdict
- What went well: the metrics that moved the right way, even when the campaign missed, including a lift across the whole page or asset beyond the one the hypothesis targeted. Left out if nothing improved
- What we learned: what the team can use on the next campaign
- Worth knowing: anything that limits how far to trust the result, only when there is something
- Suggested next step: one of the steps below, with the reason
A miss is still called a miss: the write-up highlights what worked without softening the result. Every number stays in the metrics table.
Suggested next steps
Each analysis ends with one suggested next step, always in the same words, so you can work through finished campaigns by what they need. It’s a suggestion: what happens next is your team’s call.
| Next step | When |
|---|---|
| Extend | Too early. Extend the campaign to give it more time |
| Fix | Not tested. The write-up says what to fix; extend the campaign once it’s fixed |
| Complete, new version | Same page or asset, a different approach, because the result points to why |
| Complete, new campaign | It worked and is worth repeating on other pages or assets |
| Complete, revert | The change made things worse. The write-up says what to undo |
| Complete, stop | Nothing more to learn, including unreadable results, pages whose earlier versions already failed, and pages too small to matter to your goal. The write-up says whether the change can stay live |
The analysis recommends a new version but never creates one, and moving the campaign to Complete stays your decision.
What Growth Method is (and isn’t)
We’re not trying to be your analytics tool, attribution platform, or data warehouse. Growth Method is focused on effective campaign management, and works alongside those tools.