The Data That Drives Campaign Performance
Campaign performance depends on data at multiple points: audience data that determines who sees the message, creative and copy data that determines the message itself, and measurement data that determines whether you know if it worked.
Poor hygiene at any of these points limits campaign performance — and makes it impossible to know why.
Audience Data Hygiene
For email campaigns:
- Deduplication (same email address twice = two sends = double the unsubscribes)
- Invalid email removal (format checks and bounce history)
- Unsubscribe suppression (anyone who opted out must not receive the campaign)
- Segment accuracy (is everyone in the "active customers" segment actually an active customer?)
Sohovi automatically finds every duplicate in your dataset — including near-matches — and shows you exactly which rows are affected.
For paid social (Meta, TikTok) custom audiences:
- Match rate check (upload your customer list and verify the match rate. Below 40% suggests data quality problems in name/email matching)
- Audience freshness (a custom audience built 90 days ago may not reflect your current customer base)
- Exclusion lists (are current customers excluded from acquisition campaigns?)
For Google Ads customer match:
- Same email format checks as email campaigns
- Phone number format standardization (Google matches on phone as well as email)
- Address standardization if using address-based matching
Measurement Data Hygiene
Before a campaign launches, verify your measurement setup is working:
- Conversion events: Fire a test conversion and confirm it appears in your analytics platform within 24 hours
- UTM parameters: Click a test ad and verify the UTM source/medium/campaign appears correctly in GA4
- Attribution window: Confirm the attribution window in each ad platform matches your reporting agreement with the client
- Audience exclusions: Verify exclusion audiences are applying correctly in each platform
Measurement setup problems are far cheaper to catch before launch than after you've spent a week of budget on uncountable results.
Creative and Copy Data Hygiene
Before any asset goes live:
- All dynamic fields (first name, company, product name) are tested with edge cases (long names, names with apostrophes, missing values)
- All URLs are live and land on the correct page
- All UTM parameters in URLs are correct
- Any personalization that relies on CRM data is tested with records that have missing fields
Sohovi profiles every column in your dataset for completeness and flags the exact rows where values are missing — free to try.
The Pre-Campaign Hygiene Timeline
- 5 days before launch: Audience list pulls, verification, deduplication
- 3 days before launch: Measurement verification, test events
- 1 day before launch: Creative QA, URL checks, UTM verification
- Day of launch: Final audience size confirmation, budget checks, go/no-go
