Measurement / ReportingPost-campaignUpdated / Jun 2026
§ 01 / Reporting

Measurement built around getting found.

A campaign should make the brand easier to find and more likely to be recommended, in social search, in AI answers, and in front of new people. Ben reports on that, not on how one post performed.

§ 02 / Philosophy

Reach and recommendation, not likes.

Follower count and engagement rate describe a post. They do not tell a brand whether more of the right people now know it exists, whether the content reached past Ben's own audience, or whether the brand shows up when someone searches the category. The report covers that: discoverability, brand awareness, and whether the content keeps surfacing after the campaign ends.

AI search strategy and reporting by Plate Lunch Collective, Ben's AI search collaborator in the Canadian market.

§ 03 / Every recap

What every campaign recap covers.

5 groups / 13 line items
Did it get found
Social search appearanceWhether the content surfaces in TikTok and Instagram search for the category, not just in the feed
AI search appearanceWhether the brand shows up when someone asks an AI assistant for a recommendation in the category
Branded search liftWhether more people looked the brand up by name after the campaign
Did it reach new people
New accounts reachedHow much of the reach was people who do not already follow Ben
Category fitWhether that new reach matches the brand's buyer
Shares and sendsThe content traveling into networks Ben does not own
Did it resonate
New engagementComments, saves, and questions from people new to the brand
Question themesWhat the new audience wanted to know, which is often the next brief
Brand-relevant reactionsThe responses a brand can act on
Did it last
Durable surfacingWhether the content still appears in AI and social search weeks and months after the paid window closed
Compounding reachReach that kept going after the campaign ended
What's next
RepurposingWhich assets to reuse and where
Next testWhat to make next, based on what the audience did
§ 04 / What we lead with

Lead with the right number.

FollowersNew people reached and branded search lift
Engagement rateWhether the brand surfaces in AI and social search for the category
LikesShares and sends, the content reaching new networks
Views in the campaign windowReach that keeps compounding after it ends
Viral screenshotsWhether the brand is the answer when someone asks
One-off impressionsDurable presence in AI and social search
"I can promote you""I can make you the recommendation people find"
"Make us a video""Make you discoverable, and keep you there"
FROM THE BLOG

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§ 05 / Get started

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