Xiaohongshu Ad Reporting: Understanding Your Campaign Analytics
Date Published
Table Of Contents
• What Is Xiaohongshu Ad Reporting and Why Does It Matter?
• Where to Find Your Campaign Analytics in Juguang
• Key Metrics Every Advertiser Should Track
• Reach and Impression Metrics
• Understanding Feed Ad vs. Search Ad Analytics
• How to Interpret Your Xiaohongshu Campaign Data
• Common Reporting Mistakes International Brands Make
• Turning Analytics Into Optimization Actions
• How AllXHS Can Help You Master Xiaohongshu Advertising
Running ads on Xiaohongshu (RedNote or Little Red Book) is only half the battle. The other half — the part that separates brands who scale successfully from those who burn through budget without results — is knowing how to read your campaign analytics and act on what they're telling you.
Xiaohongshu's official advertising platform, Juguang (聚光), surfaces a wide range of performance data across both Feed Ads and Search Ads. But for international brands navigating a Chinese-language interface for the first time, making sense of that data can feel overwhelming. Which metrics actually matter? What benchmarks should you be comparing against? And how do you translate numbers into smarter campaign decisions?
This guide breaks down Xiaohongshu ad reporting from the ground up — covering where to find your data, which KPIs to prioritize, how to interpret performance across different ad formats, and what steps to take when campaigns underperform. Whether you're running your first campaign or looking to sharpen an existing strategy, understanding your analytics is the foundation for sustainable results on the platform.
What Is Xiaohongshu Ad Reporting and Why Does It Matter? {#what-is-xiaohongshu-ad-reporting}
Xiaohongshu ad reporting refers to the performance data Juguang collects and displays for every campaign, ad group, and individual creative you run on the platform. This data captures how users are interacting with your ads — whether they're seeing them, clicking through, engaging with the content, or taking a desired action like visiting your store or saving a post.
For international brands, ad reporting on Xiaohongshu carries additional weight because the platform operates quite differently from Western advertising environments like Meta or Google. Xiaohongshu sits at the intersection of social media, search, and e-commerce, which means user behavior on the platform is layered and sometimes indirect. A user might save your ad today, search for your brand next week, and complete a purchase a month later. Your analytics need to be interpreted with this non-linear journey in mind.
Beyond campaign optimization, strong reporting practices also help you build a clearer picture of your target audience on the platform, understand which content formats resonate with Chinese consumers in your category, and justify continued or increased investment internally. In short, analytics aren't just a diagnostic tool — they're a strategic asset.
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Where to Find Your Campaign Analytics in Juguang {#where-to-find-analytics-in-juguang}
All Xiaohongshu ad performance data lives inside Juguang, accessible at ad.xiaohongshu.com. Once inside your account, campaign-level data is accessible through the main campaign management dashboard, where you can toggle between views at the campaign, ad group, and individual ad creative level. Juguang also offers a dedicated reporting section that allows you to build customized data tables, filter by date range, and export data for further analysis.
It's worth noting that Juguang's interface is entirely in Simplified Chinese, which presents a real barrier for international teams managing campaigns without local support. Knowing the Chinese terminology for each metric is essential for navigating the platform accurately. For brands who want to work more efficiently within the platform, AllXHS offers ready-to-use tools and templates specifically designed to help international marketers manage and interpret their Xiaohongshu campaigns without getting lost in translation.
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Key Metrics Every Advertiser Should Track {#key-metrics-every-advertiser-should-track}
Juguang surfaces dozens of data points, but not all of them deserve equal attention. The metrics that matter most depend on your campaign objective, but the following categories form the foundation of any solid Xiaohongshu reporting framework.
Reach and Impression Metrics {#reach-and-impression-metrics}
Impressions (曝光量) measure how many times your ad was displayed to users. This is your top-of-funnel indicator — it tells you how much visibility your campaign is generating across the platform. Tracking impressions alongside your budget spend helps you assess whether your targeting parameters are too narrow (limiting scale) or too broad (wasting spend on unqualified audiences).
Reach (触达人数) tells you how many unique users saw your ad, as opposed to the total number of times it appeared. The difference between impressions and reach gives you your average frequency — how often the same user is seeing your ad. On Xiaohongshu, where content culture values authenticity over repetition, high frequency without corresponding engagement can signal creative fatigue and is worth monitoring carefully.
Engagement Metrics {#engagement-metrics}
Engagement metrics are particularly important on Xiaohongshu because the platform's algorithm treats engagement signals — especially saves and comments — as strong indicators of content quality. These metrics also influence how your organic content performs alongside paid campaigns, especially under the KFS (KOL + Feed + Search) model.
• Click-Through Rate (点击率 / CTR): The percentage of users who clicked your ad after seeing it. For Feed Ads, a healthy CTR benchmark varies by category, but consistently low CTR typically points to a creative or relevance issue rather than a targeting problem.
• Saves (收藏): One of the most meaningful engagement signals on Xiaohongshu. A save indicates genuine purchase consideration — users are bookmarking your content for later reference. High save rates on ads often correlate with downstream conversion activity.
• Comments (评论): Comments on Xiaohongshu ads, particularly positive or inquisitive ones, serve as social proof for other users who encounter the same content. Monitoring comment sentiment is a qualitative layer of analytics that raw numbers alone won't capture.
• Shares (转发): Shares extend your organic reach beyond paid distribution. When users share your ad content, it signals strong resonance with the platform's community-driven culture.
Conversion and Cost Metrics {#conversion-and-cost-metrics}
Cost Per Click (每次点击费用 / CPC) and Cost Per Mille (每千次曝光费用 / CPM) are your primary cost efficiency indicators. Juguang supports both pricing models depending on your campaign objective, and monitoring these numbers against industry benchmarks helps you assess whether your bidding strategy is calibrated correctly.
Conversion Rate (转化率) and Cost Per Acquisition (每次转化费用 / CPA) measure how efficiently your campaigns are driving meaningful actions — whether that's a profile follow, a store visit, an add-to-cart, or a completed purchase. Defining your conversion event clearly before launching a campaign is critical; without a clear goal, these metrics become difficult to evaluate meaningfully.
Return on Ad Spend (广告投资回报率 / ROAS) ties your ad investment directly to revenue outcomes. It's most useful for brands running campaigns with direct e-commerce objectives and is calculated by dividing total revenue attributed to ads by total ad spend.
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Understanding Feed Ad vs. Search Ad Analytics {#feed-ad-vs-search-ad-analytics}
Xiaohongshu's two primary ad formats — Feed Ads (信息流广告) and Search Ads (搜索广告) — serve different purposes in the purchase journey, and their analytics should be interpreted through different lenses.
Feed Ad analytics are best evaluated through an awareness and discovery framework. Because Feed Ads appear within the content discovery scroll and target users who aren't actively searching for your brand, higher-funnel metrics like impressions, reach, CTR, saves, and video completion rates are the most relevant indicators of success. Feed Ad performance is also heavily influenced by creative quality — content that mimics the aesthetic and tone of high-performing organic posts consistently outperforms content that looks or reads like a traditional advertisement.
Search Ad analytics should be evaluated through a purchase-intent lens. Users clicking on Search Ads have actively queried a keyword relevant to your brand or category, making them a higher-intent audience. As a result, conversion rate, CPA, and ROAS become the primary performance indicators. Low Search Ad conversion rates often point to a disconnect between the keyword being targeted and the landing experience — either the ad content doesn't match user expectations, or the destination page isn't optimized to close the consideration gap.
Running both formats in parallel, as Xiaohongshu's KFS model recommends, means your reporting should also account for cross-format attribution. Feed Ads build awareness that drives branded search volume; Search Ads capture that demand. Looking at each format in isolation gives you an incomplete picture of how your overall campaign investment is performing.
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How to Interpret Your Xiaohongshu Campaign Data {#how-to-interpret-your-campaign-data}
Raw numbers without context rarely tell the full story. Effective interpretation of your Xiaohongshu analytics requires a few foundational habits.
First, always segment your data by ad format, audience group, and creative before drawing conclusions. A campaign-level view can mask strong performance in one segment being dragged down by a poor performer in another. Second, compare performance against your own historical benchmarks before benchmarking against industry averages — your category, price point, and audience demographics all influence what "good" looks like for your brand specifically.
Third, account for Xiaohongshu's longer consideration cycles. Categories like beauty, fashion, and lifestyle often see significant lag between a user's first ad exposure and a measurable conversion action. If you're evaluating campaign performance over a 7-day window in a category where users typically take 3 to 4 weeks to convert, your analytics will systematically undervalue what's working. Extending your attribution window and monitoring post-campaign organic traffic and branded search volume gives you a more accurate picture.
For deeper strategic guidance tailored to your specific industry, the industry-specific Xiaohongshu marketing strategies available through AllXHS can help you contextualize your analytics within your category's norms and competitive landscape.
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Common Reporting Mistakes International Brands Make {#common-reporting-mistakes}
Several analytics pitfalls show up repeatedly among international brands running their first Xiaohongshu campaigns.
Optimizing for clicks alone is one of the most common. On a platform where saves and shares carry more cultural weight than clicks, a high-CTR ad that generates no saves may actually be underperforming relative to a lower-CTR ad with strong save rates. Aligning your optimization signal with your actual business objective matters enormously.
Ignoring qualitative signals is another frequent mistake. Comment sentiment, the types of questions users are asking in response to your ad, and the organic content being created around your brand are all data points that Juguang's dashboard won't surface directly but are invaluable for understanding how your brand is landing with the Xiaohongshu community.
Finally, many brands fail to connect ad analytics with organic content performance. On Xiaohongshu, paid and organic exist in a feedback loop — your best-performing organic posts should inform your ad creative, and your ad data should help you identify which organic content themes to double down on. Treating your Juguang dashboard as separate from your broader content strategy means missing the platform's most powerful compounding effect.
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Turning Analytics Into Optimization Actions {#turning-analytics-into-optimization-actions}
Analytics only create value when they drive action. Here's how to translate the most common performance signals into concrete campaign decisions:
• High impressions, low CTR: Your creative isn't compelling enough to stop the scroll. Test new cover images, headlines, or opening video frames.
• Strong CTR, low conversion rate: There's a mismatch between your ad content and the post-click experience. Revisit your landing page or post content to ensure it delivers on the ad's promise.
• High saves, low direct conversion: Your content is resonating, but users need more time or touchpoints before purchasing. This is often a healthy signal in considered-purchase categories — use Search Ads to capture users when they return with intent.
• High CPA relative to revenue: Either your bidding strategy is too aggressive, your targeting is too broad, or your conversion event isn't well-matched to where users are in the funnel. Narrow your audience and review your campaign objective settings.
• Strong Feed Ad performance, flat Search Ad volume: Your awareness campaigns are working, but you may not be bidding on the right branded or category keywords to capture the downstream demand being generated.
Regular reporting cadences matter too. Weekly check-ins allow you to catch early performance issues before they drain budget, while monthly reviews are better suited to strategic decisions about audience segmentation, creative refresh cycles, and budget allocation across formats.
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How AllXHS Can Help You Master Xiaohongshu Advertising {#how-allxhs-can-help}
Understanding your Xiaohongshu campaign analytics is one of the steepest learning curves international brands face when entering the platform — and one of the highest-leverage skills once mastered. Reading the right metrics, interpreting them in cultural context, and connecting data to action is what separates campaigns that scale from campaigns that stall.
As the #1 English-language resource hub for international brands on Xiaohongshu, AllXHS gives you the tools, knowledge, and expert support to navigate this process with confidence. From industry-specific marketing strategies and free resources including data reports and ready-to-use templates, to hands-on expert Xiaohongshu marketing services for brands that want dedicated campaign support — AllXHS covers every stage of your Xiaohongshu journey.
Whether you're building your first reporting framework or optimizing an existing campaign structure, the expertise and resources are here when you need them.
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Ready to take the guesswork out of your Xiaohongshu campaign analytics?
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