Brands often invest heavily in content creation, paid media, and organic social strategies. However, without a unified performance framework, they lack a holistic view of how these efforts contribute to brand growth and conversions. This article will help you:

• Understand the key challenges brands face when using siloed Paid and Owned performance data.

• Learn how Unified Performance Analytics addresses these challenges.

• Enable the feature in your environment.

• Be aware of important channel-specific limitations when using the feature.

Key Challenges with Siloed Paid and Owned Data

When brands analyze Paid and Owned performance separately, they encounter several key challenges:

• Inefficient Budget Allocation – High performing posts may miss out on budget, while underperforming creatives in paid campaigns continue to receive investment.

• Difficulty in Measuring ROI – Without a combined view, brands and agencies struggle to evaluate how Paid and Owned efforts impact growth and conversions.

• Weak Investment Strategy Across Platforms & Markets – Brands may miss platform or market-level opportunities and benchmarks by failing to strike the right balance.

• Difficulty in Causality Identification – Without a real-time view of paid and owned performance, it is difficult to accurately assess what's working and optimize effectively. 

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How Unified Performance Analytics Helps

To overcome these challenges, Sprinklr introduced Unified Performance Analytics, which combines trended performance data from Paid and Social Analytics at the post and ad level. This unified view enables you to:

• Analyze and understand performance on the actual day insights are available.

• Make faster, data-driven decisions.

• Optimize budgets more effectively.

• Improve your overall marketing ROI through a clear understanding of performance impact.

How to Enable Unified Performance Analytics

To enable Unified Performance Analytics in your environment, you can either contact your Success Manager or submit a request at tickets@sprinklr.com.

Once the data source is enabled, you can:

• Plot and visualize Unified Performance Analytics metrics in the widgets on your dashboards.

• Use these metrics to build Custom metrics as needed.

• Access the supported Unified Performance Analytics metrics under Standard Metrics in Reporting Settings, where you can customize them to fit your reporting needs. To learn more about how to customize these metrics, go to Standard Metrics.

Current Available Support

The following are the supported metrics and dimensions: Supported Metrics in UPA and Supported Dimensions in UPA.

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Channel Limitations

Keep the following platform-specific limitations in mind when using Unified Performance Analytics:

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