Introduction
Understanding which marketing channels perform best is not something that’s important to do after a campaign has finished. It is most valuable when done during a live campaign, while there is still time to adjust spend, creative, or focus.
This means looking beyond traffic volume alone and assessing which channels drive meaningful engagement and conversion, whether that is interest in a film title, click-through to cinema ticketing, or streaming activity.
usheru Track is designed to support this kind of in-campaign analysis. By combining session-level data with clear views of theatrical and streaming click-throughs, it allows teams to identify which channels are genuinely contributing value and which may be under-performing.
Recommended Steps
1. Start with Overall Channel Performance in Platform View
Begin in the Platform View, where you can review your highest-performing traffic sources based on:
Total sessions
Theatrical click-throughs
Streaming click-throughs
This helps establish an initial picture of which channels are driving activity and, more importantly, which are driving action rather than just visits.
Use the date filter to compare performance across different campaign moments, such as before and after a trailer launch or marketing push.
2. Compare Sessions Against Conversion Signals
High traffic does not always equal high impact. In usheru Track, compare sources that generate large volumes of sessions with those that drive:
Click-throughs to cinema ticketing
Click-throughs to streaming or VOD platforms
This quickly highlights under-performing channels that may be absorbing budget or effort without contributing to outcomes, as well as smaller channels that punch above their weight.
3. Drill Down by UTM to Understand What’s Really Working
Once overall channel performance is clear, use UTM source and campaign data to go deeper.
With UTMs correctly set up, you can:
Identify which specific posts, ads, or partner links drove traffic
See which UTMs led to theatrical or streaming click-throughs
Compare creative or messaging approaches within the same channel
Detailed guidance on UTM setup is covered in a separate support article, but consistent UTM usage is essential for this level of insight.
4. Use Awareness, Theatrical, and Streaming Analysis Pages
Within the Awareness, Theatrical, and Streaming analysis pages, you can view:
Which sources and UTMs drive traffic to specific film pages
How audiences move from awareness activity into click-through to ticketing or platforms
These views help you understand not just where traffic comes from, but how different channels support different stages of the audience journey.
5. Analyse Individual Campaigns in the Film Analysis Tab
For the most granular view, use the Film Analysis tab in the right-hand menu.
By selecting a specific film, you can:
Review campaign performance by UTM source or UTM campaign
Assess impact across Awareness metrics (such as trailer views, social shares, or calendar activity)
Measure Conversion actions, including click-outs to cinemas and streaming platforms
This makes it easier to evaluate the real effectiveness of individual campaigns or content drops tied to a single title.
6. Adjust and Test During the Campaign
Once high- and low-performing channels are clear, use these insights to:
Shift focus or budget toward channels driving conversion
Refine or pause under-performing activity
Test alternative messaging or creative approaches
Simple A/B testing, such as varying copy, creative, or calls to action across posts or ads, can be especially effective when combined with Track’s UTM-level reporting.
Summary
Identifying your best- and worst-performing marketing channels is most effective when done during a live campaign,not after it has ended.
usheru Track allows you to move beyond surface-level traffic metrics by comparing sessions against theatrical and streaming conversion signals, analysing performance by date, channel, and UTM, and drilling down to individual film campaigns.
By using these insights to adjust activity in real time, marketing teams can focus effort where it has the greatest impact and make clearer, more confident decisions throughout a release.