Improve

Improve is the analysis phase of the campaign lifecycle. It is where the team reviews how published outputs performed and uses that data to inform future work. This phase typically happens while the campaign is still active, after the bulk of outputs have been published.

What happens in Improve

During Improve, the focus shifts from publishing to analysis. Outputs are live, and data is flowing in. The team uses this phase to:

• Review per-output analytics — How did each piece of content perform?
• Compare channels — Which platforms drove the most engagement or traffic?
• Identify patterns — What types of content performed best?
• Decide on next steps — Should you extend, iterate, or wrap up?

Analytics in March

March collects analytics at the output level, not the campaign level. This gives you granular visibility into what worked and what didn’t.

Website Analytics

If Google Analytics 4 or PostHog is connected, March pulls in website performance data for published content:

• Pageviews — Total page views for the output’s URL.
• Unique visitors — Distinct visitors to the content.
• Referrer breakdown — Where traffic came from (search, social, direct, etc.).

Website analytics are captured as time-windowed snapshots tied to individual outputs.

Social Analytics

For outputs published to social platforms, March automatically imports engagement data:

• Impressions — How many times the post was shown.
• Reach — How many unique accounts saw the post.
• Likes, comments, shares — Direct engagement metrics.

Social analytics are cumulative snapshots that update over time.

Viewing Analytics

Analytics appear in the campaign detail view. March provides:

• Activity status breakdown — A chart showing the distribution of draft, ready, and published outputs.
• Momentum chart — A view of publishing activity over time.
• Channel coverage — A summary of which channels have been used.

You can also view analytics on individual output detail pages for a focused look at a single piece of content.

Archiving a campaign

When the team has reviewed results and is finished with the campaign, archive it. Archived campaigns are hidden from the default campaigns view but can be found using the archive filter. All data — outputs, analytics, and the brief — is preserved.

Starting new work

Improve often leads to new campaigns. Common follow-up actions include:

• Create a follow-up campaign — Start a new campaign that builds on what you learned.
• Iterate on content — Update underperforming outputs and republish.
• Reuse the brief — Use the current campaign’s brief as a starting point for a new one.

Example

A SaaS marketing team reviews their “Q1 Trial Campaign” after all five outputs are published. Website analytics from GA4 show that the blog article received 2,400 pageviews, mostly from organic search. Social analytics show the LinkedIn post drove 180 clicks and 45 comments, while the X post underperformed with 12 clicks. The team notes that LinkedIn was the stronger channel for this audience. They archive the campaign and create a new “Q2 Trial Campaign” that doubles down on LinkedIn content and blog SEO.

Related pages

• Launch — The phase before Improve.
• Plan — Where campaign strategy is defined.
• Campaign Lifecycle — Overview of the four lifecycle phases.
• Integrations — Platforms that feed analytics data into March.