This project analyzes a major Meta advertising campaign backed by a total investment of 2.5 million dollars The primary challenge addresses a disparity between user interest and final sales The campaign achieved an exceptionally high click through rate of 11.76% which indicates strong audience engagement However this interest did not fully convert into completed purchases leading to a need for deeper investigation.
The analysis examines user behavior and various ad formats to identify friction points within the conversion funnel By understanding where potential customers drop off the project aims to provide actionable strategies These insights will enable the marketing team to optimize future budget allocation and ensure that high engagement leads to tangible business results.
The marketing team faces a significant challenge in converting high user interest into tangible sales despite a substantial budget of 2.5 million dollars While the campaign successfully generates awareness and engagement indicated by an impressive click through rate of 11.76% the actual purchase rate remains low at 0.61% This discrepancy suggests a critical friction point in the conversion funnel where interested users drop off before completing a transaction
Additionally the team currently lacks a unified view of performance across Facebook and Instagram making it difficult to optimize spending Without clear visibility into which platforms demographics and ad formats drive real results the business cannot effectively allocate its budget or prove return on investment The goal is to identify these inefficiencies and provide data driven recommendations to improve the conversion rate and maximize the impact of future marketing spend
This case study is built upon a robust relational database that integrates financial planning with creative strategy and detailed user behavior logs. By linking these four key datasets we obtain a holistic view of the marketing performance which allows us to trace the journey of every dollar spent from the initial campaign budget down to the specific user interaction and final
| Table Name | Description |
|---|---|
| Campaigns | This dataset outlines the strategic framework for each initiative by tracking the start and end dates along with the total financial budget allocated. It is essential for measuring the overall duration and cost effectiveness of our marketing efforts across different time periods. |
| Ads | This table details the creative execution of the strategy by specifying the platform where the ad appeared and the format used such as videos or stories. It also stores critical targeting criteria which enables us to analyze how different creative types perform against specific audience segments. |
| Users | This component holds the demographic and behavioral profiles of the people interacting with the ads including their gender age location and personal interests. By connecting this data to engagement logs we can identify exactly who our most valuable customers are and where they are located. |
| Ad Events | This is the core transactional log that records every single touchpoint between a user and an advertisement including impressions clicks and purchases. It serves as the primary source of truth for calculating key performance indicators and understanding the timing of user engagement. |
Step 1 Data Understanding and Preparation We started by gathering the raw files containing campaign budgets user profiles and event logs The initial focus was on cleaning this data to fix inconsistent dates and check for errors which ensured that our foundation was accurate before any analysis began
Step 2 Building the Data Model We connected the four distinct datasets to create a unified view of the business This meant linking individual ad clicks back to the specific campaign and the user who clicked it allowing us to see the full picture of how different people interacted with our content
Step 3 Defining Key Performance Indicators To measure true performance we established clear success metrics We moved beyond simple vanity numbers like views and focused on what matters such as Click Through Rate and Purchase Rate to understand the real return on our investment
Step 4 Interactive Dashboard Creation We built an interactive tool to bring the numbers to life This allowed us to track the user journey visually showing exactly where potential customers were dropping off and highlighting which ad formats were driving the most sales
Step 5 Strategic Recommendations The final step involved interpreting the trends to answer the core business problem We moved from observing what happened to understanding why it happened identifying the disconnect between high engagement and low sales to provide concrete solutions
The campaign successfully leveraged a 2.5M dollar budget to reach over 216K individuals achieving an exceptional click through rate of 11.76% which far exceeds the industry standard. Despite generating 25400 clicks only 1300 resulted in actual purchases which highlights a critical drop off point late in the conversion funnel. While the ads are highly effective at capturing attention the disconnect between interest and final sales suggests that website friction or the checkout process is preventing users from completing transactions.
To address this the business should refocus its strategy on the most active demographic of women aged 18 to 30 in key markets like the United States India and Brazil. Additionally shifting the budget towards high performing video and story formats while optimizing the landing page experience will help close the conversion gap. These targeted adjustments will ensure that the strong initial engagement is effectively nurtured into tangible revenue improving the overall return on investment.