Sobre esta ferramenta
Use sm_utm_completeness to calculate social media metrics with context (engagement, growth, efficiency and comparison).
The same metric can change definition by platform. Full mode helps avoid misreading.
Como usar esta ferramenta
- Enter base metric (impressions, reach, clicks, followers, spend).
- Confirm the platform definition.
- Compare scenarios or periods to see trends.
- Use the result as reference for decisions, not as 'absolute truth'.
Perguntas frequentes
Is engagement about reach or impressions?
Depends on definition; platforms differ.
Can I compare TikTok to Instagram directly?
Only if definition and context match; otherwise compare trends within platform.
Does a metric guarantee campaign results?
No. Results depend on creative, offer, targeting and execution.
Technical notes
Fórmula usada: Completude (%) = (Linhas completas ÷ Total de linhas) × 100.
Unidade e escopo: analisamos URLs e contamos quantas têm utm_source, utm_medium e utm_campaign preenchidos; depois calculamos a porcentagem de completude.
Fonte: convenção UTM do Google Analytics (utm_source/utm_medium/utm_campaign).

