Launching paid ads is only the beginning of a successful co-production campaign. The real power lies in what you do after your campaigns go live — and that comes down to analyzing your data.
In co-productions, where one partner usually leads the creative side and another handles the marketing strategy, having a clear process to read, understand, and act on campaign metrics can make the difference between a profitable launch and a wasted budget.
In this article, you’ll learn how to analyze data from Meta Ads, landing pages, and email funnels in a structured, actionable way — helping you optimize each stage of your campaign and maximize results.
Why Campaign Analysis Is Crucial in Co-Productions
Paid traffic is not set-it-and-forget-it. Even if you’re getting leads, you’re leaving money on the table if you’re not asking:
- Which creatives are working — and why?
- Where are we losing potential buyers in the funnel?
- How can we improve the user journey from click to conversion?
In a co-production setup, you have multiple moving parts: the offer, the funnel, the ad strategy, the audience, and sometimes different communication styles between partners. Analysis keeps everything aligned and data-driven.
What to Analyze: The Full Funnel Overview
To optimize a co-production funnel, you must break down performance by stage:
- Ad Performance (Meta or Google Ads)
- Landing Page Performance
- Lead Magnet Conversion
- Email Funnel Engagement
- Sales Page and Checkout Metrics
Let’s dive into each one in detail.
1. Analyzing Ad Performance
Your ads are the first point of contact with potential leads. Use Meta Ads Manager or Google Ads Dashboard to monitor these key metrics:
Click-Through Rate (CTR)
- Tells you how well your ad captures attention
- Benchmark: 1.5% or higher is considered good
- If it’s low, test a new hook, image, or headline
Cost Per Click (CPC)
- Shows how much you pay for each visitor
- Benchmark: $0.50–$1.50 depending on niche
- A high CPC may indicate poor targeting or irrelevant creative
Relevance Score / Engagement Rate
- Meta assigns a quality score to your ads
- Low scores mean your ad isn’t resonating with your audience
Video Watch Time (if applicable)
- Track how long people are watching your video ads
- If most drop off in the first 3 seconds, revise your intro
Tip: Segment by device and placement. Mobile and desktop performance can differ significantly.
2. Analyzing Landing Page Performance
After clicking your ad, the user lands on your opt-in page. Here’s how to evaluate its effectiveness:
Conversion Rate (Visitor to Lead)
- Benchmark: 20–40% for a well-designed opt-in page
- Below 20%? Your page may need copy, design, or speed improvements
Bounce Rate
- If more than 60–70% of users leave without taking action, your page might:
- Load too slowly
- Be poorly optimized for mobile
- Mismatch the ad message
Time on Page
- If visitors leave in under 10 seconds, it suggests confusion or weak messaging
Use tools like Google Analytics, Hotjar, or Clarity to watch user behavior.
3. Analyzing Lead Magnet Performance
Even if leads are signing up, ask: are they engaging?
Open Rate of the Lead Magnet Delivery Email
- Benchmark: 30–50% is good for warm leads
- Lower than 25%? Check sender name, subject line, and spam score
Download Rate or Click-Through to Access
- Are people actually consuming the resource?
- Track clicks on download buttons or page views on thank-you pages
Feedback or Replies
- If users reply with questions or compliments, it’s a sign the magnet is helpful
- If not, they may be confused or underwhelmed
This is especially important in co-productions where the lead magnet bridges the producer’s content and co-producer’s strategy.
4. Analyzing Email Funnel Performance
Your email sequence is where most leads decide to buy — or not. Track it closely.
Open Rates
- Email 1 (delivery): 40–60%
- Email 2–5 (nurturing): 25–40%
- Low opens? Adjust subject lines, timing, or list segmentation
Click-Through Rates (CTR)
- Benchmark: 2–5%
- If CTR is low, revisit your CTA, offer clarity, or value proposition
Unsubscribe Rate
- Under 1% is acceptable
- Spikes indicate misalignment or message fatigue
Reply Rate
- Are people replying to your story or asking questions?
- No replies may mean your emails feel too corporate or cold
5. Analyzing Sales Page and Checkout Metrics
The final stage of your funnel needs its own tracking system.
View-to-Click Ratio
- Are people visiting the sales page but not clicking the “Buy” button?
- If yes, your offer presentation or headline may need work
Add-to-Cart vs. Purchase
- If many start checkout but don’t finish, your pricing, trust, or payment process might be blocking them
Checkout Abandonment Rate
- Benchmark: under 60% is decent
- Higher rates may indicate:
- Unclear guarantees
- Missing payment methods
- Mobile issues
Use Google Analytics, Shopify reports, or ThriveCart to track this data.
Step-by-Step Optimization Process
Once you have your data, use this flow to optimize systematically:
Step 1: Identify Bottlenecks
- Look at each funnel stage. Where is the biggest drop-off?
Step 2: Prioritize Based on Impact
- A 5% boost in email open rate is nice
- A 20% boost in checkout conversion = major revenue lift
Step 3: Test One Variable at a Time
- Headlines, CTAs, image styles, button placement — test individually
Step 4: Document and Share Findings
- In a co-production, keep communication clear between partners
- Use shared dashboards or weekly reports
Tools to Help With Analysis
| Tool | Purpose |
|---|---|
| Meta Ads Manager | Ad metrics and audience behavior |
| Google Analytics 4 | Landing page, sales page tracking |
| Hotjar / Clarity | Heatmaps and visitor recordings |
| Email platform data | Open, click, unsubscribe, conversions |
| Google Sheets | Track metrics over time |
For co-productions, shared access to dashboards is essential for team alignment.
Common Mistakes to Avoid
- Reacting too quickly to small data changes
- Scaling without tracking deeper funnel metrics
- Ignoring mobile vs. desktop performance
- Blaming ads when the offer isn’t converting
- Not setting up proper tracking in advance
Every decision should come from clean, reliable data, not gut feelings.
Bonus: How to Present Results in Co-Productions
If you’re managing traffic or funnel performance, you’ll often need to report back to the producer or your team. Here’s how:
- Use screenshots from Meta Ads or Google Analytics
- Summarize: “What we tested,” “What happened,” and “Next step”
- Include a 3–5 line written analysis — not just numbers
- Share learnings — even if results aren’t perfect
Transparent reporting builds trust and strengthens the partnership.
AdSense-Friendly Tips for Data Usage
If your co-production uses blogs or landing pages monetized with Google AdSense, keep these policies in mind:
- Don’t manipulate user behavior with misleading data (“Last chance! Only 1 left!” when it’s not true)
- Avoid aggressive retargeting with false urgency
- Ensure your tracking complies with GDPR or relevant privacy laws
- Use privacy policies and cookie banners
- Be transparent about any tracking or remarketing
AdSense values user experience first — your analysis should aim to improve that, not exploit it.
Final Thoughts: Data Is What Scales Co-Productions
Analyzing your campaign metrics isn’t just about knowing your numbers — it’s about uncovering what your audience is telling you.
Every metric is a signal. Every click, bounce, or conversion is a conversation. Your job is to listen, interpret, and act — so that your co-production isn’t just creative, but also profitable.