Ad-Vantage ! (Digital Marketing Metrics)

The dataset contains digital campaign performance metrics captured across various dimensions, including cities, channels, devices, and individual ads.

◾These metrics encompassed Impressions, Click-Through Rate (CTR), Clicks, Daily Average Cost-Per-Click (CPC), Spend, Conversions, Total Conversion Value, Likes, Shares, and Comments.

Objective is to create a comprehensive report to analyze these metrics, providing insights into the effectiveness of each campaign and identifying opportunities for optimization.

◾ Data Preparation:

Presuming the digital campaigns were for a client in the Apparel and Fashion segment, I additionally saw a need for drawing comparisons with the Latest Industry performance benchmarks. So I enhanced the dataset with reports from few external sources and derived the KPI's :

◽ Derived KPI's per Lead/Conversion:

Avg. CPC,

Avg. Spend,

Avg. CTR%

Avg. Conversion Value

◽ Calculated Measurement Metrics :

Engagement Rate = (Clicks + Likes + Shares + Comments) / Impressions

Conversion Rate = (Conversions / Clicks) * 100

Cost Per Conversion = Spend / Conversions

ROAS = Total Conversion Value / Spend​

◾ Analysis :

Instagram performs exceptionally well across all metrics, far surpassing industry benchmarks. High engagement and conversion rates, coupled with a low cost per conversion and high ROAS, make Instagram the most effective channel for this campaign.

Pinterest excels in engagement and conversion rates, with very low cost per conversion. However, the ROAS is below industry standards, indicating a need for strategies to increase revenue generated per ad spend.

Facebook also outperforms industry benchmarks in engagement and conversion rates, with a cost per conversion well below the benchmark and a solid ROAS. This indicates a well-rounded performance, though there's room for improvement in ROAS comparatively.

◾ Recommendation:

The campaigns are performing well in terms of engagement benchmarks but not translating enough into conversions. Whilst there is potential to increase budgets to enhance reach and capitalize on our cost efficiencies particularly focusing on platforms like Instagram which has shown strong engagement. Improving post-click user experience to boost conversion rates by enhancing landing pages, streamlining the checkout process is clearly the way forward.