Introducing Performance Insights: A single source of truth for campaign performance

Performance teams are expected to make confident decisions quickly, but the data they rely on is often scattered.

Incrementality might live in one tool. Platform metrics in another. GA4 and attribution models somewhere else entirely. Understanding what actually drove results across campaigns, channels, and markets often means piecing together numbers instead of learning from them.

Today, we’re introducing Performance Insights, a new way to explore historical campaign performance so teams can understand what happened, compare different measurement approaches, and see where results really came from.

Or, as Eeva Karhu, our Head of Customer Success for ecommerce, described it, “It’s like a cheat code for performance marketers.”

One place to see how your campaigns performed

Performance Insights brings together the performance data teams already use but rarely see side by side:

• Incremental sales and conversions from MMM

• Metrics and attribution reported by ad platforms

• GA4 and MTA attribution for comparison and validation

Instead of switching between tools or reconciling numbers manually, you can review campaign performance in a single view and understand how different measurement methods tell different parts of the story.

“Performance Insights gives teams a reliable, consistent view of how their campaigns have actually performed over time,” said Oskari Raunio, Product Lead. “By bringing incrementality, platform metrics, and attribution together at campaign level, we’re removing the guesswork from performance analysis and creating the foundation we need for scalable AI, experimentation, and optimization.”

Focus on the metrics that matter for the decision you are making

Not every team, channel, or question needs the same metrics. Performance Insights is designed to be flexible by default.

You can:

• Choose and save your own column sets

• Create views for Paid Search, Paid Social, or specific platforms

• Compare attribution windows, for example Meta 7-day click versus 1-day view

• Hide metrics you do not need and focus on the ones you do

This makes it easier to answer specific questions without being overwhelmed by irrelevant data.

Built to work across complex setups

Performance Insights is designed for organizations that operate across multiple markets, brands, and channels.

You can filter and slice performance data by country, brand, category, or channel while keeping metrics consistent and comparable. This makes it possible to understand campaign performance in detail without maintaining separate reports for every team or market.

As your setup grows more complex, the way you analyze performance does not have to.

A solid foundation for what comes next

Performance Insights is not just about looking back. It provides the historical performance data needed to support:

• More reliable AI-driven recommendations

• Better experimentation and learning

• Smarter optimization over time

Without consistent performance history, advanced analytics and automation are difficult to scale. Performance Insights makes that history available in a way teams can actually use.

Available to all customers

Performance Insights is included in the Essentials package and will be rolling out to all customers using Sellforte connectors soon.

It is designed to become the default place to review campaign performance and the foundation for future performance capabilities across the platform.

You can also try Performance Insights in our Open MMM Demo under the Performance dropdown.

And if you’re evaluating MMM solutions for your ecommerce, DTC, or retail business and would like a personal in-depth demo or want to see the full Sellforte platform in action, book a short call and a member of our team will be happy to help.

Author

Edward Ford is Marketing Director at Sellforte. He has over 15 years of marketing experience in B2B SaaS and Tech with specialization in marketing measurement and intelligence. Before joining Sellforte, Edward spent over 6 years at Supermetrics where he joined as an early-stage employee. Follow Edward on LinkedIn for more about marketing and growth.