Performance · From Seen to Recommended
Performance Dashboard
Media efficiency → Persuasion → Visitation → Advocacy
Channel and theme filter media and creative data only. Brand, search, tourism and advocacy data stay at market level with their own reporting periods.
Campaign Success Score · Germany
83.7
StrongOff track
< 60
Partial
60–80
Strong
80–100
Every target hit
≥ 100
Layer score × market weight = contribution
Seen
92.9 × 20% = 18.58
Believed
80.2 × 35% = 28.07
Booked
73.0 × 25% = 18.25
Recommended
94.0 × 20% = 18.80
illustrative campaign data100 = every target hit · overdelivery capped at 120
Planned budget
$1,200,000
Spend to date
$769,335
Expected to date
$799,321
Pacing variance
-3.8% vs media schedule
Campaign progress
62% · Week 8 of 13
Media
Seen
Did we reach the right people at the right price?
92.9
$8.98 CPM -5.5% vs planned
- Quality reach
- 1.9M vs 2.0M · score 95.0
- Cost per quality reach
- $9.3 vs $9.5 · score 110.0
Perception
Believed
Did the market start to see itself in Dubai?
80.2
+3.4 pp consideration
- YouGov consideration
- 58.0% vs 60.0% · score 66.7
- Dubai search uplift vs control
- +18.0% vs +15.0% · score 120.0
Visitation
Booked
Did interest translate into trips to Dubai?
73.0
+9.6% forward bookings
- Flight bookings
- +9.6% vs +12.0% · score 80.0
- Arrivals
- 55.6K vs 57.0K · score 72.0
Advocacy
Recommended
Are visitors encouraging others to choose Dubai?
94.0
+28.0 net sentiment
- Net sentiment
- +28.0 vs +28.0 · score 100.0
- Share of voice
- 30.8% vs 31.0% · score 96.7
Why it fits this market. Hitting the Believed target adds +6.9 points here; the same shortfall adds +2.2 under Saudi Arabia’s weights.
When we read it
Weekly
Mid + post campaign
3–6 months after (Germans plan 4–6 months ahead)
After trips
What needs attention?
Seen
CTV / online video is 13.7% under its scheduled spend
Scheduled to date vs delivered, flight weeks 1–8.
Action: Review supply and bids with the agency; no budget moved automatically. · Owner: Media agency · Status: New
Seen
“Sunset Brunch Reel 15s” flagged for fatigue review
CTR down 3 weeks running, 33% below its first 3 weeks, at frequency 6.0; hook rate also down.
Action: Prepare a rotation using the refreshed cut; review after 1 week. · Owner: Creative agency · Status: New
Seen
“Old Dubai Carousel” delivers qualified visits at low cost on limited spend
Cost per qualified visit is at or below 75% of its paid social peers on 2,476,147 impressions.
Action: Run a controlled 2-week scale test (+20% budget) with a holdout; results not guaranteed. · Owner: DET performance lead · Status: New
Believed
Consideration +3.4 pp vs baseline (±3.2 pp)
The change exceeds the 95% margin of error. This is tracking change, not experimental lift.
Action: Share with brand team; await Wave 3 before reporting externally. · Owner: Brand insights · Status: New
Booked
Arrival outcomes not yet mature
Latest arrivals data is Sep 2026; most campaign-influenced trips are booked for Nov–Mar travel.
Action: Report forward bookings as leading signal; revisit arrivals in Feb 2027. · Owner: Tourism analytics · Status: New
Action log
Add findings to track owners and status. Nothing changes budgets automatically.
The four layers are connected conceptually — they are different populations and sources, not a tracked funnel, so no conversion rates are calculated between them.