Record sponsorship results: UTM, calculations, and CSV
Use Danchuu’s measurement worksheet with costs, views, clicks, conversions, and revenue from one period, then retain calculations and interpretation limits.
Do not decide a campaign's outcome from views alone. Fix the objective and measurement window, then keep source values separate from calculations so the next campaign can use the same rules. This workflow follows the actual inputs and formulas of Danchuu's UTM and performance worksheet. Inputs are not sent to the Danchuu server.
1. Define the measurement question before launch
A product-understanding campaign and a purchase-conversion campaign need different outcome criteria. Record one primary objective, the first metric to review, the observation start and end, and the time zone. Define conversions and how paid/organic traffic, refunds, cancellations, and taxes will be treated.
Views and impressions are not identical measurements. Do not combine YouTube views with another platform's impressions simply because the tool offers one input. Different definitions or reporting windows do not become comparable through addition.
2. Build a link and record its placement
Enter the real landing page and consistent utm_source, utm_medium, and utm_campaign values. For example, source could be youtube, medium creator, and campaign your agreed internal name. This is a naming example, not a guarantee of a particular analytics service's default channel classification.
Use different utm_content values when placements such as a description and pinned comment need separate records. Case and spelling changes can split reports. Do not put names, email addresses, or passwords into UTM values. Verify the generated link reaches the intended page and any redirects retain the information needed by the measurement setup.
A 30-minute post-campaign exercise
The following inputs are fictional calculation data, not Danchuu campaign results or benchmarks. Assume one observation window with USD 2,400 spend, 100,000 views or impressions, 800 link clicks, 32 conversions, and USD 3,200 measured revenue. Enter these into the worksheet's outcome fields.
- CTR: 800 ÷ 100,000 × 100 = 0.8%.
- CPC: 2,400 ÷ 800 = USD 3.
- Click-based conversion rate: 32 ÷ 800 × 100 = 4%.
- CPA: 2,400 ÷ 32 = USD 75.
- ROAS: 3,200 ÷ 2,400 ≈ 1.33×, or about 133.33%.
The Danchuu conversion-rate denominator is clicks. Do not substitute 800 analytics sessions for 800 clicks. If you separately calculate a session-based conversion rate, label its denominator and do not compare it as the same measure. ROAS is a revenue-to-ad-spend ratio, not net profit margin.
4. Distinguish missing evidence from a measured zero
When a required value is missing or a denominator such as clicks or conversions is zero, the tool does not display that ratio. An explicitly entered zero is treated as an observed zero; an empty field remains unknown. Unentered values also remain blank in the CSV. Obtain the source record before treating an unknown cost or revenue value as zero in an evaluation.
If conversions exceed clicks or reporting windows differ, check definitions and attribution before changing the numbers. The calculations cannot establish that the advertisement caused all conversions. Existing customers, organic traffic, other channels, cross-device behavior, consent settings, and refunds can change the interpretation.
5. Keep the CSV beside an interpretation note
The current CSV export retains inputs, the generated UTM URL, and displayed calculations. It does not provide separate input fields for observation periods, source records, or exclusions. Save this note with the file; generating a CSV is not verification of campaign performance.
Observation: start and end / time zone / content and landing-page URLs. Sources: source of each view, click, conversion, and revenue value / location of exported records. Rules: conversion definition / attribution / refund, tax, and paid/organic treatment. Decision: what the initial objective supports / what remains unknown / one practice to retain or change.
Allocate five minutes to the objective and period, ten to freezing source values, ten to calculations and limitations, and five to the next action. An explicit missing-data note is more useful than an invented estimate.
Official sources and limits
Use Google Analytics campaign-URL guidance for UTM definitions and consistent names. Check YouTube engagement metrics separately for video measurements. The formulas and export scope above describe the current Danchuu tool. They do not prove causal impact, profitability, or future campaign outcomes.