Evidence-led reporting at the FT

Post-campaign reporting is only valuable when it provides context. At the FT, we don’t rely on surface-level metrics.

Campaign results are measured against FT benchmarks built from comparable audiences, formats and objectives - providing a clear view of what ‘good’ looks like against FT standards, rather than generic averages.

Reporting is transparent and held accountable to those benchmarks. Brand measurement also plays a central role, helping to explain not just what happened, but what drove the results.

This approach ensures performance is understood in context, enabling more informed decision-making for what comes next. Explore how the FT’s data capabilities bring clarity to campaign performance.