The client is a digital marketing agency who are also a Facebook marketing partner. They needed to set up automated dashboard to analyse performance of the their PPC and email efforts for every client.
Data Source
Facebook Ads, Klaviyo, Google Analytics
Analysis Tool
Google Data Studio
This page analyses stages of the funnel and how much it costs to buy one conversion to each stage.
Firstly, key monetary metrics like ad spent, revenue and ROAS are shown as standalone numbers as well as daily trends.
Secondly, Impressions, clicks and CTR analysed to see how many impressions usually result in a click to the website. Percentage of impressions that result in a click and percentage of clicks that result in conversion is also analysed.
Thirdly, cost per landing page view, add to cart and initiate checkout is analysed and trend charts are created to see if the performance gets better or worse over time.
Finally, cost per purchase and average order value is visualised.
The traffic numbers for the purchase funnel are analysed from impression to click on the website link.
Performance by ad placement is analysed e.g. Facebook feed, Instagram story and etc
Clicks by state are analysed to see which states are more interested in a product.
Finally, performance by video ad is analysed.
Revenue is analysed by age group, state and device to get a better understanding of customer demographic.
Email campaigns are analysed by revenue and AOV.
The bottom of the sales funnel is analysed from page view to purchase.
Cost, revenue and cost/revenue ratio are also analysed.
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