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Principle EA number without a baseline proves nothing
“We got 2 million views” means nothing on its own. Is that good? Compared to what? Every number we report should be read against something, wherever a comparison is possible.
Baselines we use
| Baseline | Use it for |
|---|---|
| The brand’s own content | CPA or cost per install from brand-made ads, to value what creator content adds. |
| The last campaign | Cost per engagement, cost per view, CPA. Are we getting better? |
| Humanz category benchmarks, by market | When you have neither of the above: new clients and first campaigns. We publish them every year. |
| The creator’s own median | Resonance and watch time. Did branded content do as well as their normal content? |
| A parallel uplift study | When a media partner runs one: people who saw it against people who didn’t. |
What we stop reporting
- Follower count as reach.Followers aren’t the people who saw the post.
- Reach bigger than the population.If it’s bigger than the market’s online audience, it’s wrong.
- Likes as the headline.Likes and comments explain just 0.2% of brand memory. Report resonance instead (3.2).
- Share of voice without social listening.Humanz isn’t a listening platform. Pair it with one, or leave it out.