Multi-Platform Marketing Campaign Performance Dashboard

Overview of the Dashboard

This dashboard provides a comprehensive view of marketing campaign performance across multiple platforms, focusing on impressions, clicks, conversions, and financial performance. Key metrics include CTR (Click-Through Rate), conversion rates, revenue, profit, and costs, with breakdowns by platform (e.g., Instagram, Facebook, Google Ads, LinkedIn, Twitter) and over time (by week, month, and year).

Key Analysis

1. Impressions, Clicks, and Conversions:
   • Total Impressions: 478M, with a slight decrease (-4%) compared to the previous month.
   • Total Clicks: 125M, down by 3.8%.
   • Total Conversions: 16M, decreasing by 5.7%.
   • CTR: 26.25%, which saw a marginal increase (+0.2%).
   • Conversion Rate: 12.53%, down by 2%.
2. Performance by Platform:
   • CTR and Conversion Rate: Instagram leads with the highest CTR (26.96%) and is followed by Facebook (23%) and Google Ads (20.69%).
   • Financial Contribution: The highest revenue-generating campaigns are on Instagram, Facebook, and Google Ads.
3. Revenue, Profit, and Costs:
   • Revenue: $551.8M, with the latest month contributing $75.1M (a decrease of 2.75%).
   • Profit: $354.5M, with the latest month at $48.7M (down 1.87%).
   • Cost per Click (CPC): $1.57.
   • Cost per Conversion: $12.55.
4. Weekly Performance:
   • Revenue is highest on Fridays and Sundays, with peak performance in January.
   • February sees a sharp drop, with recovery in March and April.
5. Campaign Performance:
   • Top Campaigns: “Limited Edition,” “Exclusive Offers,” and “Must-Haves” campaigns have the highest revenues with efficient CPC and conversion rates.
   • Flash Sale campaigns have the highest cost per conversion ($13.19), indicating potential inefficiencies.

Recommendations

1. Focus on High-Performing Platforms:
   • Instagram and Facebook deliver high CTR and conversions. Allocate more budget toward these platforms for campaigns with proven success (e.g., Limited Edition, Exclusive Offers).
2. Optimize Campaigns with High Costs:
   • Campaigns like Flash Sales have a higher cost per conversion. Focus on optimizing targeting and ad placements to reduce costs and improve conversion rates.
3. Increase Budget During High-Performance Days:
   • As revenue peaks on Fridays and Sundays, consider increasing ad spend or launching key promotions on these days to maximize ROI.
4. Address Declines in February:
   • Revenue drops significantly in February. Investigate campaign timing, audience behavior, and potential seasonal effects to develop strategies for mitigating this dip in performance.
5. Monitor Conversion Rates:
   • The overall conversion rate has slightly declined (-2%), so it's essential to continuously monitor landing page performance and ad relevance to improve this metric across platforms.