Performance Analysis & Pivot Tables

Dear website visitor

Please note that this case study is part of an assignment for my CareerFoundry digital marketing course. Although realistic, the dataset used in this assignment is not from an actual campaign.

Please feel free to make a copy of the dataset inside Google Sheets and review my answers to the assignment.

Some Context

A hand holding a piece of paper written "context" on it.

A month ago, ad conversion campaigns on Facebook and Google were launched. Now, I’m tasked to analyze the campaigns’ performance. These campaigns ran simultaneously, all aiming to convert leads into subscribers. The total budget was approximately 3,600 USD, with 70 percent allocated to Facebook and 30 percent to Google.

The Callenge

After receiving the dataset, I had to analyze it and answer the following questions:

Which campaigns had the best CPA, CTR, and CPC?
Which campaigns had the best conversion rate?
What is the ROI for each campaign?
Which campaigns were performing the best based on the data?
What campaigns were the most profitable?
Which platform (Facebook or Instagram) had the best conversion rate?

The Solution

I used pivot tables to aggregate data and perform relevant calculations to answer those questions. Please, find the answers in the Google spreadsheet.