A Study on Funnel-Based Performance Marketing for Purchase Campaigns

Using Meta Ads: An Analytical Study with Reference to Wirality Media

Submitted by

GIRITHARAN P
(Register Number : 9924150138)

Under the Supervision of

Dr. R. THIRUMURUGAN
Associate Professor
Kalasalingam Business School
Department of Business Administration

In partial fulfillment of the award of the Degree

Of

MASTER OF BUSINESS ADMINISTRATION

In

Kalasalingam Business School

Department of Business Administration
Kalasalingam Academy of Research & Education (KARE)

May 2026
 Kalasalingam Business School
Department of Business Administration
Kalasalingam Academy of Business Administration

Bonafide Certificate

This to certify that Project work report is the bonafide work of GIRITHARAN P who
carried out work in Wirality Media Pvt Ltd and prepared report under my supervision.

Signature of Supervisor Signature of HOD

Dr, R, Thirumurugan Dr. P. Balamurugan

Associate Professor Head of the Department

Department of Business Administration Department of Business Administration

Date of Viva-Voce:

Internal Examiner External Examiner

I
Company Certificate

II
 DECLARATION

I hereby declare that in project work report, submitted for the Degree of Master
of Business Administration in Department of Business Administration, Kalasalingam
Business School, Kalasalingam Academy of Research and Education carried out by
undersigned is the original work for the award of degree.

GIRITHARAN P
Name & Signature of the student

Date:
Place

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 ACKNOWLEDGMENT

On the very outset of this report, I would like to extend my sincere & heartfelt
obligation towards all the personages who have helped me in this endeavor. Without
their active guidance, help, cooperation and encouragement, I would not have made
headway in the project.

I am extremely thankful and pay my gratitude to [Link], Chancellor,

[Link] Anand, Vice President, Er .[Link] Kalasalingam, Vice President, Vice
Chancellor and Registrar for giving me this opportunity to do the project work.

I extend my gratitude to my guidance for giving the wonderful opportunity and

sincere thanks to our [Link], Dean - KBS and [Link] HoD - MBA
to do industrial training. It is my duty to express my gratitude to the Dr. R.
Thirumurugan, Associate Professor of MBA for his valuable guidance and support on
the completion of this project.

I am grateful to “Wirality Media Pvt Ltd” for the confidence bestowed in me to

do this project entitled “A Study on Funnel-Based Performance Marketing for
Purchase Campaigns Using Meta Ads: An Analytical Study with Reference to
Wirality Media”.

I am ineffably indebted to Mr. Pretthes, Senior Digital Analyst for making the
resources available at right time and providing valuable insights leading to the
successful completion of my project.

I also acknowledge with a deep sense of reverence, my gratitude towards my

parents and members of my family, who has always supported me morally as well as
economically.

At last but not least gratitude goes to all of my friends who directly or indirectly
helped me to complete this project report.

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 List of Contents

Chapter Title Page

Bonafide Certificate i
Resume of Candidate ii
Company Certificate iii
Declaration iv
Acknowledgement v
List of Contents vi
List of Tables viii
List of Charts / Figures ix
List of Abbreviations ix
Chapter I Introduction 1
1.1 Introduction to Digital Marketing 1
1.2 Introduction to Performance Marketing 1
1.3 Overview of Meta Ads and Social Media Advertising 2
1.4 Importance of the Study 3
1.5 Company Profile 5
1.6 Industry Profile 9
1.7 Statement of the Problem 12
1.8 Purpose and Need of the Study 13
1.9 Existing System and Practices 14
1.10 Research Gap 15
1.11 Objectives of the Study 16
1.12 Scope of the Study 18
1.13 Limitations of the Study 18
1.14 Significance of the Study 19
1.15 Chapterisation Scheme 20
1.16 Chapter Summary 20
Chapter II Review of Literature 21
2.1 Introduction 21
2.2 Theoretical Background 21
2.3 Funnel Marketing Framework 24

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 2.4 AIDA Model 26
2.5 Review of Literature by Individual Studies 29
2.6 Research Gap Analysis 34
2.7 Conceptual Framework 35
2.8 Chapter Summary 36
Chapter III Research Methodology 37
3.1 Introduction 37
3.2 Research Design 38
3.3 Nature of the Study 39
3.4 Sources of Data 40
3.5 Study Period and Data Coverage 42
3.6 Sampling Design 43
3.7 Data Collection Procedure 45
3.8 Variables and Metrics Used 46
3.9 Funnel Analysis Framework 48
3.10 Statistical Tools Used 49
3.11 Analytical Techniques 52
3.12 Research Instrument Description 53
3.13 Validity of Instrument 54
3.14 Reliability of Instrument 55
3.15 Limitations of Methodology 56
3.16 Chapter Summary 57
Chapter IV Data Analysis and Interpretation 58
4.1 Introduction 58
4.2 Descriptive Statistical Analysis 59
4.3 Funnel Conversion Analysis 63
4.4 Campaign-wise Comparative Analysis 67
4.5 Monthly Trend Analysis 71
4.6 Correlation Analysis 75
4.7 Funnel Drop-off Analysis 77
4.8 Interpretation of Key Metrics 79
4.9 Graphical Representation and Analysis 82

VI
 4.10 Detailed Interpretation of Findings 86
4.11 Chapter Summary 87
Chapter V Findings, Suggestions, and Conclusion 88
5.1 Introduction 88
5.2 Major Findings 88
5.3 Suggestions and Recommendations 89
5.4 Conclusion 90
Bibliography 90
Annexure 91

List of Tables

Table No. Title Page

Table 3.1 Sources of Data Used for the Study 41
Table 3.2 Variables and Metrics Used in Funnel Analysis 47
Table 3.3 Statistical Tools Used for Analysis 50

Table 4.1 Descriptive Statistical Analysis of Campaign Metrics 59

Table 4.2 Mean Analysis of Campaign Performance 60

Table 4.3 Median Analysis of Campaign Performance 60
Table 4.4 Standard Deviation Analysis 61
Table 4.5 Minimum and Maximum Analysis 62
Table 4.6 Funnel Conversion Analysis 63
Table 4.7 Awareness Stage Analysis 64
Table 4.8 Interest Stage Analysis 64
Table 4.9 Consideration Stage Analysis 65
Table 4.10 Add-to-Cart Analysis 66
Table 4.11 Purchase Conversion Analysis 66
Table 4.12 Sales Test Campaign Analysis 67
Table 4.13 Awareness Campaign Analysis 68
Table 4.14 Advantage+ Campaign Analysis 69
Table 4.15 Catalog Campaign Analysis 70
Table 4.16 Monthly Trend Analysis 71

VII
Table 4.17 October 2025 Analysis 71
Table 4.18 November 2025 Analysis 72
Table 4.19 December 2025 Analysis 72
Table 4.20 January 2026 Analysis 73
Table 4.21 February 2026 Analysis 73
Table 4.22 March 2026 Analysis 74
Table 4.23 April 2026 Analysis 74
Table 4.24 Ad Spend vs Purchases Correlation 75
Table 4.25 CTR vs Purchases Correlation 75
Table 4.26 Link Clicks vs Purchases Correlation 76
Table 4.27 Add-to-Cart vs Purchases Correlation 76
Table 4.28 Click-to-Landing Page Drop-off Analysis 77
Table 4.29 Landing-to-Cart Drop-off Analysis 78
Table 4.30 Cart-to-Purchase Drop-off Analysis 78
Table 4.31 ROAS Interpretation 79
Table 4.32 CPC Interpretation 80
Table 4.33 CTR Interpretation 80
Table 4.34 Purchase Conversion Interpretation 81
Table 5.1 Funnel-Based Findings 88
Table 5.2 Campaign-wise Findings 88
Table 5.3 Monthly Trend Findings 89
Table 5.4 Correlation Findings 89

VIII
 List of Charts

Chart No. Title Page

Chart 4.1 ROAS Trend Chart 82
Chart 4.2 Monthly Spend Trend Chart 82
Chart 4.3 Purchase Trend Graph 83
Chart 4.4 Funnel Conversion Chart 84

Chart 4.5 Campaign Comparison Chart 84

Chart 4.6 Add-to-Cart Trend Graph 85

Chart 4.7 CTR Comparison Graph 85

List of Abbreviations

Abbreviation Meaning
AIDA Attention, Interest, Desire, Action
ATC Add-to-Cart
CPC Cost Per Click
CPM Cost Per Mille

CRM Customer Relationship Management

CTR Click Through Rate

D2C Direct-to-Consumer
KPI Key Performance Indicator
LPV Landing Page Views
PPC Pay Per Click
ROI Return on Investment
ROAS Return on Ad Spend
SEO Search Engine Optimization
SMO Social Media Optimization

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 CHAPTER 1 - INTRODUCTION
1.1 Introduction to Digital Marketing
Digital marketing has become the normal starting point for brand communication because
customers now spend a large share of their attention online. It includes search, social media,
email, content, display, and paid advertising, but its real strength lies in measurability. A brand
can see not only who was reached, but also who engaged, who clicked, and who converted.
This makes digital marketing especially useful for a D2C brand like Boombay, where every
campaign is expected to contribute to sales outcomes. The study therefore treats digital
marketing as the larger environment within which performance marketing operates.

Digital marketing has moved far beyond the narrow idea of posting promotional messages on
social media. It now represents a broad business system in which brands use digital channels
to attract attention, influence intent, convert customers, and measure performance with
precision. Search engines, social media platforms, websites, email, marketplaces, and mobile
applications all work together to shape how consumers discover and evaluate products. The
main strength of digital marketing lies in its measurability. Every click, view, visit, and
conversion can be tracked, which allows businesses to understand how audiences react to
messages and where they lose interest. This creates a very different decision-making
environment from traditional media, where reach could often be estimated but not linked
clearly to outcomes.

The growth of smartphone usage, mobile commerce, and social media consumption has made
digital marketing central to modern business practice. Customers now encounter brands across
multiple touchpoints before making a purchase. They may first see an ad, later search for the
brand, visit the website, compare prices, read reviews, and finally buy through a mobile device.
Because of this behaviour, digital marketing is no longer only about visibility. It is about
creating a consistent journey that can move a person from awareness to purchase without
unnecessary friction. The present study uses this wider understanding of digital marketing as
the basis for analysing Meta Ads campaigns run for Boombay through Wirality Media.

1.2 Introduction to Performance Marketing

Performance Marketing is examined in the report as part of the larger funnel logic that supports
the Boombay account. The discussion is meant to connect the section to practical campaign

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work, so the interpretation stays close to the real data and the business objective. This helps the
report move in a structured manner and prevents any part of the analysis from becoming
isolated. The section therefore contributes to the overall understanding of how the account
performs and what the agency can improve in future campaign cycles.

Performance marketing is a results-oriented branch of digital marketing that focuses on

measurable business outcomes rather than broad visibility alone. In this model, the success of
a campaign is judged through metrics such as clicks, landing page views, add-to-cart actions,
purchases, revenue, cost per purchase, and return on ad spend. The method is especially useful
for brands that want direct commercial returns from advertising spend. Unlike branding-
oriented campaigns, performance marketing forces each rupee to justify itself through data.
This makes budget allocation, audience selection, creative planning, and conversion tracking
highly disciplined.

The importance of performance marketing is growing because companies increasingly expect

advertising to contribute directly to sales. Businesses no longer want only impressions or likes;
they want qualified traffic and revenue. In practice, performance marketing requires constant
monitoring and adjustment. If click-through rates are weak, the creative may need
improvement. If landing page views fall after clicks, the website experience may be the
problem. If purchases are low even when traffic is strong, the issue may lie in product pricing,
trust signals, or checkout experience. This study adopts performance marketing as its core lens
because the Boombay campaigns were designed to generate purchases, and the main question
is how efficiently the funnel converted ad spend into sales.

1.3 Overview of Meta Ads and Social Media Advertising

Meta Ads and Social Media Advertising is examined in the report as part of the larger funnel
logic that supports the Boombay account. The discussion is meant to connect the section to
practical campaign work, so the interpretation stays close to the real data and the business
objective. This helps the report move in a structured manner and prevents any part of the
analysis from becoming isolated. The section therefore contributes to the overall understanding
of how the account performs and what the agency can improve in future campaign cycles.

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Meta Ads refers to the advertising ecosystem across Facebook and Instagram, where
advertisers can create paid campaigns, define audiences, set objectives, and monitor results
through Meta Ads Manager. The platform is widely used because it combines scale, audience
targeting depth, and strong conversion tracking. Advertisers can choose objectives that align
with different funnel stages, such as awareness, traffic, engagement, leads, sales, or catalog-
based conversions. For purchase campaigns, Meta Ads is particularly relevant because it allows
both broad reach and detailed retargeting within a single system. The platform also supports
advanced creative formats such as video, carousel, collection, and dynamic product ads, all of
which can influence user behaviour at different stages of the funnel.

Social media advertising works because users spend substantial time on these platforms in a
browsing state rather than an active search state. This means advertising must create interest
and intent before a person consciously decides to buy. In such an environment, creative quality,
audience relevance, and message sequencing matter as much as budget size. Social media
advertising is therefore not only about placing an ad in front of people; it is about inserting the
right message into the right journey. The Boombay study is built around this principle by
examining how Meta Ads move users from initial exposure to final purchase across a structured
funnel.

1.4 Importance of the Study

The Study is examined in the report as part of the larger funnel logic that supports the Boombay
account. The discussion is meant to connect the section to practical campaign work, so the
interpretation stays close to the real data and the business objective. This helps the report move
in a structured manner and prevents any part of the analysis from becoming isolated. The
section therefore contributes to the overall understanding of how the account performs and
what the agency can improve in future campaign cycles.

The importance of this study is not limited to one campaign cycle. It also shows how a
performance marketing account can be reviewed in a more disciplined way when each funnel
stage is treated as a separate decision area. In many agency settings, top-level numbers such as
spend, reach, and revenue are discussed together, but that does not always reveal where the
actual problem lies. This study helps separate visibility issues from engagement issues and

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engagement issues from conversion issues. That distinction is useful because it prevents weak
decisions based on broad averages.

For Wirality Media, the value of the study lies in its practical use. The agency can use the same
framework for other clients who run purchase campaigns on Meta Ads. Instead of depending
only on general campaign summaries, the team can compare stage-wise performance and see
whether a campaign needs better creative, better landing page continuity, stronger retargeting,
or a more disciplined budget split. That is why the study is important not only as an academic
exercise but also as a working model for daily performance marketing review.

For Boombay, the study is important because the brand depends on online purchase behaviour.
A D2C brand does not have the advantage of a physical store where customers can touch the
product or speak to a salesperson directly. The entire decision process depends on how the ad
creates interest, how the website supports that interest, and how smoothly the checkout converts
it into revenue. The funnel approach therefore gives a clearer picture of business health than a
single ROAS number alone. It shows where the brand is strong and where it must improve to
protect profitability.

This study is important because it connects practical campaign data with academic funnel
theory. In many agencies, campaign reports are reviewed at a surface level. Reach, clicks,
purchases, and ROAS are often checked separately without a deeper stage-by-stage
interpretation. That approach can hide the actual problem inside the funnel. A campaign may
appear successful because it has strong impressions, yet the post-click journey may be weak.
Another campaign may show fewer clicks but better purchase quality. By studying the full
funnel, this report identifies where the campaign is efficient and where it loses potential
customers.

The study is also important from an industry perspective because D2C brands depend heavily
on digital advertising for sales. Boombay is a product brand that sells directly online, so its
growth is tied to the effectiveness of Meta Ads. A structured analysis helps the agency
understand whether the budget should be scaled, redirected, or retuned. It also provides an
analytical framework that can be reused for similar brands in the future. From an academic
point of view, the study demonstrates how marketing concepts such as AIDA, funnel
behaviour, and ROAS can be applied to a real business situation in a practical way.

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1.5 Company Profile
Company Profile is examined in the report as part of the larger funnel logic that supports the
Boombay account. The discussion is meant to connect the section to practical campaign work,
so the interpretation stays close to the real data and the business objective. This helps the report
move in a structured manner and prevents any part of the analysis from becoming isolated. The
section therefore contributes to the overall understanding of how the account performs and
what the agency can improve in future campaign cycles.

The company profile section brings together the two sides of the study: the agency that manages
the campaigns and the brand that receives the traffic and sales. Wirality Media acts as the
performance marketing partner, while Boombay is the D2C brand whose purchase campaigns
are being examined. This relationship is important because the quality of campaign
performance depends not only on the advertisement itself, but also on the way the brand page,
product offering, and checkout experience support the customer journey. The following
subsections explain both organisations, the services involved, and the business setting in which
the study takes place.

1.5.1 About Wirality Media

Wirality Media is presented in this study as the practical setting in which the campaign work
is planned, executed, and measured. As a performance marketing agency, its value lies in
combining media buying skill with reporting discipline. The agency’s work is not limited to
launching ads; it also includes audience testing, budget monitoring, and ongoing optimisation.
That agency context is important because the campaign results are not being studied in
isolation. They are being studied as part of an operational workflow where campaign decisions
affect client outcomes.

Wirality Media is a performance-driven digital marketing agency focused on measurable

growth through paid media, audience targeting, and campaign optimisation. The agency works
with brands that expect clear business outcomes from their advertising investment. Instead of
treating advertising as a one-time creative activity, Wirality Media approaches it as a managed
system of testing, tracking, refinement, and reporting. This makes the agency suitable for D2C
and e-commerce brands that need data-backed decisions.

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In the context of this study, Wirality Media is the organisation responsible for planning and
managing the Meta Ads purchase campaigns for Boombay. The campaign reports used in the
project originate from the agency's Meta Ads Manager account. That gives the study a practical
base because the analysis reflects how campaign performance is reviewed in a real agency
environment. The agency's role also demonstrates how performance marketing is implemented
through budget allocation, audience segmentation, and conversion analysis.

1.5.2 Services Offered by Wirality Media

The services offered by Wirality Media reflect the broader needs of brands that depend on
digital acquisition. These services typically include paid social advertising, performance
strategy, creative direction, and campaign monitoring. In a practical sense, the service mix
matters because every campaign result depends on more than one input. Audience selection,
creative quality, and budget discipline all shape the final numbers. The study uses this service
context to show why the analysis must move beyond one or two headline metrics and toward
a fuller view of campaign performance.

The services offered by Wirality Media centre on performance advertising, particularly Meta
Ads and related paid media work. These services typically include campaign setup, objective
selection, audience research, creative testing, reporting, and performance optimisation.
Depending on the client need, the agency may also support retargeting, catalog ads, conversion
tracking, and basic landing page observations. Because the study is based on purchase
campaigns, the service most relevant here is sales objective management through Meta Ads
Manager.

A performance agency is effective only when it can connect media investment to business
results. That is why the service portfolio of Wirality Media is not limited to ad placement. It
also includes the interpretation of metrics such as cost per result, purchase value, and ROAS.
The present study uses those same measures to examine campaign quality. In a practical sense,
the service model of the agency reflects the logic of the report itself: data is collected, analysed,
compared, and translated into action.

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1.5.3 Organizational Structure
The organizational structure of an agency like Wirality Media usually supports a clear division
between planning, execution, design, and reporting. Such a structure is important because
performance marketing requires both speed and accountability. Campaign teams must be able
to launch tests quickly, read the data, and make corrections without delay. In this study, the
structure matters because it shows how the campaign work is coordinated and why the data
analysis can be treated as operationally realistic. The report therefore views structure as a
supporting condition for performance rather than as a background detail only.
The organisational structure in a digital performance agency generally revolves around
strategy, execution, and analysis. Campaign planning, ad operations, creative coordination, and
reporting are usually handled by different functions that must work closely together. For a
client campaign to perform well, the planning team must choose the right objective, the
execution team must maintain smooth delivery, and the analyst must interpret the results in
time for optimisation. Even when the structure is compact, the workflow remains cross-
functional.

For the purpose of this study, the structure can be understood as a practical system rather than
a formal chart. The advertiser manages the client relationship, the performance team handles
campaign setup and optimisation, and the reporting process consolidates numbers into
meaningful learning. This layered structure matters because the funnel does not fail at a single
point alone. It can be influenced by creative choices, audience targeting, landing page quality,
checkout experience, and the pace of campaign adjustments.

1.5.4 About Boombay

Boombay is the client brand at the centre of the study and represents the type of D2C business
that relies heavily on digital discovery. Its product category is suited to online marketing
because customers can evaluate flavour, ingredient quality, and brand positioning from digital
content before buying. The brand also fits the study well because purchase behaviour can be
tracked directly through the website and ad platform. This makes Boombay a practical case for
studying funnel movement from ad exposure to completed order. The account shows how food
brands can use Meta Ads as a measurable sales channel.

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Boombay is the client brand studied in this project. It is a young Indian food brand that offers
plant-based sauces, dips, dressings, spreads, and vegan mayonnaise options. The brand is
positioned around healthier ingredients and globally inspired flavours, which makes it
attractive to urban consumers who want convenience without compromising taste or ingredient
quality. The brand's product positioning fits well with social media advertising because food
choices are often influenced by visuals, curiosity, and lifestyle appeal.

Boombay operates as a direct-to-consumer business, which means its sales are made through
its own website rather than through a large retail network alone. This business model increases
the importance of paid digital traffic. When the website is the main sales channel, every stage
of the ad funnel matters. A good ad must not only attract attention but also encourage product
exploration and purchase. The campaign performance study therefore becomes directly
relevant to Boombay's commercial growth.

1.5.5 Product Portfolio of Boombay

The product portfolio of Boombay matters because product variety affects audience response,
creative strategy, and retargeting potential. A wider portfolio allows the brand to speak to
multiple taste preferences and usage occasions. It also creates opportunities for cross-selling
and repeat exposure within the same account. From a marketing perspective, this means the ad
account has to balance broad brand communication with product-specific persuasion. The
portfolio therefore supports both awareness building and conversion-focused campaigns,
which makes it suitable for funnel analysis.

Boombay's product portfolio includes a wide range of flavour-driven food items such as sauces,
dips, spreads, dressings, and vegan mayo variants. The range extends beyond a single product
type, which allows the brand to appeal to different taste preferences and usage occasions. Some
products are positioned for everyday meals, while others are more suited to experimental or
premium cooking use. This variety creates opportunities for creative storytelling in advertising
because the same brand can be shown in several culinary contexts.
From a marketing perspective, a broad product portfolio is useful because it supports both
acquisition and repeat purchase. It also makes catalog-based advertising more meaningful,
because users can move from one product to another inside the same brand family. In the
Boombay campaigns, the product portfolio mattered especially at the consideration and

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conversion stages, where product page quality, flavour clarity, and packaging presentation
influenced add-to-cart and purchase behaviour.

1.5.6 Business Model of Boombay

Boombay follows a direct-to-consumer business model, which means the brand communicates
directly with the buyer through its own digital channels. This matters because the customer
journey is shorter and more measurable than in many offline retail models. The website
becomes the point of sale, and the ad platform becomes the main source of demand generation.
The business model therefore makes paid social advertising strategically important. In the
study, this model explains why purchase-oriented Meta Ads are central to revenue creation and
why funnel efficiency is so important.

Boombay follows a direct-to-consumer business model, which means the company sells
directly to end users through its own website. This model allows greater control over pricing,
branding, customer communication, and sales data. At the same time, it also places the burden
of traffic generation and conversion on the brand. Since there is no retailer to absorb part of the
customer journey, digital advertising becomes one of the main sales engines. Meta Ads is
therefore not just a promotional tool; it is part of the revenue mechanism.

The D2C model makes funnel analysis especially important because the brand must track how
efficiently advertising expenditure turns into website visits, cart actions, and purchases. A
broad awareness campaign may still be useful for brand discovery, but the key performance
question is whether that awareness flows into commercial outcomes. The study examines that
question by reviewing the purchase campaigns managed through Wirality Media.

1.6 Industry Profile

1.6 Industry Profile is examined in the report as part of the larger funnel logic that supports the
Boombay account. The discussion is meant to connect the section to practical campaign work,
so the interpretation stays close to the real data and the business objective. This helps the report
move in a structured manner and prevents any part of the analysis from becoming isolated. The
section therefore contributes to the overall understanding of how the account performs and
what the agency can improve in future campaign cycles.

9
The wider industry background is important because campaign performance does not happen
in isolation. It is shaped by the digital marketing environment, competition among brands,
platform algorithms, consumer behaviour, and seasonal demand. The Indian digital economy
has made performance marketing a mainstream part of brand growth planning. In this setting,
paid social platforms have become a major channel for both awareness and conversion. The
following subsections explain the industry context in which the study is located.

1.6.1 Digital Marketing Industry in India

The digital marketing industry in India has grown quickly because more consumers now
discover, compare, and buy through online channels. As internet access became more common,
brands began shifting a larger part of their promotion budget into measurable digital channels.
This growth has encouraged agencies to become more analytical and more performance-
focused. For the present study, the industry context matters because the Boombay account is
not an isolated case; it reflects a larger market trend in which online discovery and online
conversion are increasingly connected.

The digital marketing industry in India has expanded rapidly because internet access, mobile
usage, and online shopping have grown together. Brands now compete for attention across
social platforms, search engines, video platforms, and marketplaces. This growth has made
measurement a central part of marketing. Companies want to know what they spend, what they
receive in return, and how one channel compares with another. The shift from intuition-based
marketing to data-backed marketing is one of the most important changes in the industry.

India's market is also varied, which means consumer behaviour changes across region, income
group, and product category. This creates both opportunity and complexity. A campaign that
works in one category may not work in another. For D2C brands, especially in food and
lifestyle, the challenge is to use digital advertising not only to reach users but to move them
toward purchase with a clear value proposition. The study is therefore grounded in an industry
where precision, speed, and measurable outcomes are highly valued.

1.6.2 Performance Marketing Industry

The performance marketing industry is built on accountability. Clients expect reports that show
not just activity but value creation. This has changed the role of the agency from a simple media

10
buyer to a strategic optimisation partner. The industry also moves quickly because platforms
update features, audiences shift, and creative fatigue can appear without warning. The study
uses this context to show why regular funnel analysis is no longer optional for brands that
depend on paid social sales.

Performance marketing has become one of the most valued sub-sectors in digital marketing
because businesses increasingly want direct, measurable returns from ad spend. Agencies are
expected to show evidence of performance rather than just activity. This has changed how
campaigns are planned. Instead of focusing only on impressions or follower growth, marketers
now structure campaigns around specific metrics such as traffic, leads, add-to-cart events, or
completed purchases. The result is a more accountable advertising environment.
The performance marketing industry relies strongly on tracking, attribution, and continual
optimisation. Marketers test audiences, creatives, placements, and bidding strategies to identify
what drives the best outcome at the lowest cost. This makes the study of funnel behaviour
highly relevant. In a performance-driven environment, each funnel stage can be treated as a
business question: Are enough people being reached? Are they clicking? Are they landing?
Are they buying? The Boombay analysis follows exactly that logic.

1.6.3 D2C Industry Overview

The D2C industry depends strongly on digital communication because the brand and the
customer interact without an intermediary store layer. That gives the brand more control over
messaging, pricing, and customer relationship building, but it also increases the burden on
online performance. Every stage of the journey matters because there is no offline salesperson
to recover lost interest. For this reason, the D2C overview is directly relevant to the study.
Boombay’s campaigns are a practical example of how D2C brands use paid social to create
demand and convert it into orders.

The direct-to-consumer industry has grown because brands now use digital channels to bypass
traditional distribution-heavy models and speak directly to customers. D2C brands often
depend on their own websites, paid media, content, and repeat customer relationships. This
gives them flexibility, but it also makes them highly dependent on digital marketing efficiency.
Because customer acquisition costs can be high, every stage of the funnel matters. A weak
landing page or checkout flow can reduce profitability very quickly.

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In the food and lifestyle segments, D2C brands compete not only on taste or product features
but also on storytelling, packaging, and convenience. Boombay fits this pattern because its
products are visually appealing, lifestyle oriented, and likely to be discovered through social
media. That makes Meta Ads a natural channel for the brand. It also means the campaign results
are not simply a media issue; they are tied to product-market fit, page design, and online
shopping behaviour.

1.6.4 Social Media Advertising Industry

The social media advertising industry is now a major part of digital promotion because users
spend time inside platforms where both content and commerce are closely connected. This
makes ad delivery more immediate and more responsive than many older advertising formats.
Brands can test multiple creatives, refine audiences, and observe conversion patterns with
relative speed. The industry context supports the logic of this report because it explains why
Meta Ads is a suitable platform for funnel-based measurement. The study therefore places
Boombay’s campaign results within a larger social advertising environment.

Social media advertising has become one of the most important paid media environments
because audiences spend a large part of their online time on social platforms. The advertising
experience is different from search because the user is not always actively looking for a
product. Ads must therefore create interest, explain relevance, and stimulate action within a
short attention window. This makes creative quality and targeting especially important.
The industry is also shaped by platform-level automation. Meta's auction system, audience
modelling, and conversion optimisation tools have made it possible for advertisers to reach
specific user groups at scale. At the same time, the platform can reward good creative and
penalise weak user journeys. The study uses this environment as its setting because the
Boombay campaigns were managed through Meta Ads and needed to perform within this
highly competitive social advertising space.

1.7 Statement of the Problem

The problem statement is rooted in the difference between raw campaign data and actionable
campaign insight. Boombay’s Meta Ads account contains enough information to show reach,
clicks, and purchases, but those numbers alone do not reveal where the customer journey

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weakens. That means the agency can see performance at a surface level but still miss the actual
stage where users drop off. The study addresses that problem by reorganising the available
campaign information into a funnel-based framework. This makes it possible to identify which
stage needs correction and which stage is already working well.

Boombay is a growing D2C brand that depends on Meta Ads to drive online purchases.
Wirality Media manages these campaigns and monitors performance through Meta Ads
Manager. However, campaign data has often been reviewed mainly at the overall level, without
a full funnel breakdown that shows where users move smoothly and where they drop off. That
creates a serious analytical gap. A campaign may appear active, but the real question is whether
it is actually converting traffic into sales efficiently.

The problem addressed by this study is therefore not the absence of data, but the absence of
structured interpretation. Without funnel-based analysis, it is difficult to know whether weak
performance comes from low reach, poor engagement, landing page friction, cart
abandonment, or checkout hesitation. This uncertainty can lead to budget leakage and missed
opportunities. The present study attempts to resolve that problem by analysing Meta Ads
performance stage by stage and identifying the real points of strength and weakness.

1.8 Purpose and Need of the Study

The purpose of the study is practical as well as academic. It aims to provide a clearer way of
reviewing campaign performance so that decisions can be based on funnel evidence rather than
general impressions. The need for the study arises from the fact that D2C brands cannot afford
to treat all metrics equally. Some metrics show awareness, some show interest, and some show
actual business value. The study therefore meets a real operational need inside the agency
environment while also meeting the academic requirement for a structured project.

The purpose of the study is to evaluate Meta Ads purchase campaigns for Boombay using a
funnel-based framework that connects awareness, consideration, and conversion. The analysis
is intended to show how campaign delivery translates into business outcomes and where
optimisation can improve efficiency. This purpose is practical as well as academic because it
links marketing theory with actual performance data from a live D2C brand.

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The need for the study is strong because digital marketing budgets must be justified through
results. For a brand like Boombay, even a small improvement in landing page efficiency or cart
conversion can have a meaningful effect on revenue. The study also benefits Wirality Media
by offering a repeatable method for reviewing future campaigns. In that sense, the project is
useful not only for reporting what happened, but also for shaping what should happen next.

1.9 Existing System and Practices

The existing system and practice in many agencies is to review campaign output through a
small group of platform metrics. This provides a quick picture, but it often fails to explain the
cause behind the numbers. A campaign may appear successful because it gets clicks, yet those
clicks may not convert. A more advanced practice would connect platform metrics to business
outcomes stage by stage. The study adopts that more advanced view and uses it to show how
the current practice can be made more useful.

In the present system, campaign reporting often begins and ends with platform metrics. Teams
usually check reach, clicks, purchases, and ROAS, then move on to the next campaign cycle.
That approach is useful for a quick update, but it can hide the real reason behind
underperformance. A campaign may have good reach but weak landing page performance.
Another campaign may have strong clicks but poor cart activity. Without a stage-wise review,
both may appear similar even though the underlying problem is different.

At the agency level, the existing practice also tends to give more attention to the campaigns
that appear active rather than the campaigns that are structurally efficient. For example, a high-
spend campaign may look impressive because it produces large volume, but the cost per
purchase may still be too high. On the other hand, a smaller campaign may generate fewer total
sales but do so at a far better return. The present study responds to this issue by making the
stage of the funnel visible in the analysis.

This is also where the current practice can be improved with better reporting discipline. A more
useful review process would examine the quality of traffic, the strength of landing page
continuity, and the relationship between cart activity and final purchase behaviour. Such a
process would make monthly campaign review more practical, because the team would know

14
whether the next correction should be made in audience selection, creative design, landing page
alignment, or checkout recovery.

In many agencies, campaign analysis is still done through a combination of dashboard review
and summary reporting. Marketers often look at spend, clicks, purchases, and ROAS, but the
process is usually limited to a few headline numbers. This gives a quick impression of
performance, yet it does not always explain why a campaign worked or failed. The common
weakness in such a system is that it treats the funnel as a flat set of numbers rather than a
sequence of customer decisions.

At Wirality Media, Meta Ads Manager is used to run and monitor campaigns, and this provides
a strong base of operational data. However, the existing review practice is more performance-
summary oriented than funnel-structured. That means top-level results can be visible, but the
detailed journey from ad exposure to purchase may not be fully mapped. The present study
responds to that gap by organising the same campaign data into a clearer funnel framework.

1.10 Research Gap

The research gap exists because very few studies combine real campaign data, a funnel-based
model, and a D2C purchase objective in one report. The available literature gives useful ideas,
but it often stops at the level of general digital marketing or single-metric analysis. This makes
it harder to understand how a real Meta Ads account behaves across awareness, consideration,
and conversion. The present study fills that gap by bringing the metrics together and
interpreting them as part of one customer journey. That combination is what gives the report
its practical relevance.

The research gap is not only about the absence of studies on a particular brand. It is also about
the absence of an integrated method that brings together awareness, engagement, and
conversion in one usable framework for a D2C purchase campaign. Many studies discuss
digital marketing generally, while others focus on lead generation or agency promotion. Those
studies are useful, but purchase campaigns for a consumer brand behave differently. The
success criteria are not the same, and the points of friction are not the same.

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Another gap is that much of the available discussion around social media advertising uses either
high-level conceptual language or isolated platform metrics. That leaves a practical gap for
students and agencies who want to understand how real campaign data can be interpreted in a
structured way. This study fills that gap by using a clear funnel model and by connecting the
numerical findings to business meaning. That makes the output more useful for a manager who
has to make decisions about budget, creative, and audience planning.

The central research gap is the lack of a detailed, month-wise funnel analysis for a D2C
purchase campaign using real Meta Ads Manager data in the Indian context. Many studies
discuss digital marketing effectiveness, and many agency reports focus on campaign-level
metrics, but fewer works connect the full set of funnel stages to purchase behaviour in a single
integrated analysis.

A second gap is that much of the existing literature discusses lead generation, general social
media effectiveness, or agency strategy, while this study focuses on purchase campaigns for a
consumer product brand. Purchase campaigns require different performance logic because the
final goal is not a lead form or contact enquiry, but a completed online sale. The study closes
this gap by studying the full purchase funnel from awareness to ROAS.

1.11 Objectives of the Study

The study objectives are designed to move from broad understanding to specific performance
questions. They begin with the need to analyse funnel behaviour, then move to the need to
examine key metrics, identify drop-offs, evaluate spend efficiency, and finally suggest
improvements. This sequence is important because it mirrors the logic of management
decision-making. The objectives are not isolated statements; they are linked to one another and
together they form the logic of the report. That makes the study easier to follow and easier to
apply in a real campaign setting.

The study is guided by a primary objective and a set of secondary objectives. The primary
objective is to examine the funnel-based performance of Meta Ads purchase campaigns
managed by Wirality Media for Boombay and to interpret the results in terms of efficiency,
conversion behaviour, and profitability. The secondary objectives focus on measuring

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awareness, consideration, conversion, drop-off, and campaign-level differences in a structured
way.

The objectives are intentionally practical. They are designed to answer questions that matter to
an agency and a client: whether the ad spend is attracting enough users, whether those users
are engaging with the content, whether landing pages are converting interest into intent, and
whether purchases are happening at a cost that supports profitability. This objective structure
helps the report remain focused throughout the analysis.

1.11.1 Primary Objective

The primary objective focuses on understanding the overall performance of the purchase
campaigns across the complete funnel. This is essential because the study is not limited to a
single metric or a single month. Instead, it aims to explain the general behaviour of the account
over time and across campaign types. The primary objective therefore acts as the main frame
within which all other findings are interpreted. It gives direction to the rest of the study and
keeps the analysis aligned with the purchase goal.
To study the funnel-based performance of Meta Ads purchase campaigns for Boombay
managed by Wirality Media and to identify how effectively ad spend moves users from
awareness to purchase. The primary objective combines descriptive and analytical dimensions
because it does not stop at reporting numbers. It also explains what those numbers mean for
campaign quality and business outcome.

1.11.2 Secondary Objectives

The secondary objectives support the primary objective by breaking the analysis into more
specific questions. They help the study examine awareness, consideration, conversion, and cost
efficiency separately so that each part of the funnel can be evaluated on its own merits. They
also support monthly comparison and correlation analysis, which gives the report more depth.
These objectives are useful because they turn a broad study into a structured analytical exercise.
Without them, the report would risk becoming a simple summary rather than a meaningful
dissertation.

The secondary objectives are to analyse reach, impressions, clicks, landing page views, add-
to-cart actions, purchases, revenue, cost per purchase, and ROAS; to identify funnel drop-off

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points; to compare campaign types; to study monthly trends; to examine correlations between
key metrics; and to provide practical recommendations for improvement. These objectives
ensure that the study stays balanced across the entire funnel instead of concentrating on only
one metric.

1.12 Scope of the Study

The scope of the study is deliberately focused so that the analysis remains manageable and
relevant. It covers Meta Ads purchase campaigns for Boombay and focuses on the account
managed by Wirality Media. This focus is useful because it limits the variables that need to be
interpreted and allows the report to stay close to the actual business problem. The scope also
clarifies what is included and what is not, which helps the reader understand the boundaries of
the findings. That boundary is important for academic honesty and for practical usefulness.

The study is limited to Meta Ads performance for Boombay as managed by Wirality Media. It
covers purchase-oriented campaigns and examines data over a seven-month period from
October 2025 to April 2026. The analysis is quantitative and based on campaign records, rather
than consumer surveys or interviews. This scope is suitable because the main goal is to
understand actual platform performance and business results.

At the same time, the study does not cover other paid channels such as Google Ads or influencer
marketing, and it does not attempt to generalise findings to every product category. The
conclusions are therefore best understood as specific to this agency-client relationship and this
campaign context. Even with that limitation, the scope is strong enough to identify actionable
campaign insights.

1.13 Limitations of the Study

The limitations of the study arise mainly from the nature of the available data and the narrow
focus of the project. The analysis is based on secondary campaign records, which means the
report cannot explain customer motivation through surveys or interviews. It is also limited to
one brand and one agency account, so the results should not be treated as universal. These
limitations do not weaken the study; they simply define its boundaries. Within those
boundaries, the analysis remains useful and reliable for the intended context.

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The study has a few limitations that should be remembered while reading the findings. First, it
is based on secondary campaign data rather than on customer-level survey responses. That
means it captures behaviour on the platform but not the full psychological reasoning behind
each purchase decision. Second, the study is limited to one brand and one agency, which means
the findings may not automatically apply to all D2C businesses.

A further limitation is that digital advertising performance can be influenced by external

variables such as festive demand, competition, seasonality, creative fatigue, and platform
algorithm changes. These factors are difficult to isolate completely. The study therefore focuses
on interpretation rather than causal claims. Even so, the data is strong enough to reveal
important patterns in funnel behaviour and campaign efficiency.

1.14 Significance of the Study

The significance of the study is that it demonstrates how academic analysis and agency practice
can support each other. The report is not only about describing campaign numbers; it is also
about interpreting those numbers in a way that improves future decision-making. That makes
it significant for students, managers, and agencies that want to understand performance
marketing more deeply. It also shows that funnel-based thinking can be applied to a real
commercial account without losing practicality. This gives the study relevance beyond the
classroom.

The significance of the study lies in its ability to connect marketing theory with a live business
case. It shows how a funnel framework can be used to read campaign data more meaningfully.
This is valuable for students because it demonstrates applied learning, and it is valuable for
practitioners because it turns raw metrics into a decision-making tool. The analysis helps show
where budget can be protected, where performance can be improved, and where scale can be
increased safely.

The study is also significant because it highlights the importance of middle and bottom funnel
metrics such as landing page views, add-to-cart actions, and purchases. In many cases,
marketers focus too much on CTR or impressions. This report shows that those metrics are
only one part of the picture. The real value comes from the ability to move people through the
funnel efficiently and profitably.

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1.15 Chapterisation Scheme
The chapterisation scheme gives the report a logical flow from background to conclusion.
Chapter 1 introduces the study and the company context. Chapter 2 builds the theoretical and
literature base. Chapter 3 explains the method used for the analysis. Chapter 4 presents the data
and interprets the campaign results, and Chapter 5 closes the report with findings and
recommendations. This arrangement makes the dissertation easier to read and mirrors the way
analytical business reports are usually prepared.

Chapter 1 introduces the study, the company context, the industry background, the research
problem, the objectives, the scope, and the limitations. Chapter 2 presents the theoretical
background and the review of literature, showing how earlier studies support the present
framework. Chapter 3 explains the research methodology, including the data source, sampling
design, study period, variables, analytical tools, and instrument structure.

Chapter 4 contains the core analysis and interpretation of campaign data. It examines
descriptive statistics, funnel conversion, campaign-wise performance, monthly trends,
correlation, drop-off, key metric interpretation, and graphical representation. Chapter 5 brings
the findings together, offers suggestions and recommendations, and concludes the study. The
report ends with bibliography and annexure material for reference.

1.16 Chapter Summary

This chapter established the background needed for the rest of the report. It introduced digital
marketing, performance marketing, Meta Ads, the agency and client context, the industry
environment, the problem statement, the need for study, and the scope of analysis. It also
explained why a funnel-based approach is appropriate for purchase campaigns. The next
chapter develops the theoretical and literature foundation that supports the analysis.

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 CHAPTER 2 - REVIEW OF LITERATURE
2.1 Introduction
2.1 Introduction is examined in the report as part of the larger funnel logic that supports the
Boombay account. The discussion is meant to connect the section to practical campaign work,
so the interpretation stays close to the real data and the business objective. This helps the report
move in a structured manner and prevents any part of the analysis from becoming isolated. The
section therefore contributes to the overall understanding of how the account performs and
what the agency can improve in future campaign cycles.

The literature review provides the theoretical and empirical base for the study. Since the report
deals with funnel-based purchase campaigns on Meta Ads, the review has to connect digital
marketing theory, performance measurement, consumer behaviour, and conversion logic. The
reviewed studies show that social media advertising can be effective, but the outcome depends
heavily on how campaigns are structured and measured. Several studies also show that return
on investment is difficult to evaluate unless the full customer journey is considered.

This chapter uses the literature to identify what is already known and what remains
underexplored. The review is organised thematically so that the discussion does not become a
simple list of studies. Instead, it shows how previous research supports the present study's
funnel logic, its focus on purchase campaigns, and its use of ROAS, CPC, CTR, and conversion
rates. The chapter ends with a research gap analysis and a conceptual framework that guide the
next chapters.

2.2 Theoretical Background

The theoretical background gives the report a conceptual base before the empirical data is
discussed. It explains why digital marketing, performance marketing, funnel behaviour, and
AIDA are relevant to the same study. Without this base, the data would appear disconnected
from the wider marketing logic. Theoretical framing is especially important in a performance
study because metrics only become meaningful when they are tied to behaviour and decision-
making. This section therefore connects the practical campaign numbers to broader marketing
understanding.
The theoretical background for this study draws from digital marketing theory, performance
marketing principles, funnel behaviour, and the AIDA model. Together these concepts explain

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why a user moves from seeing an ad to taking action, and why certain stages in the journey are
stronger or weaker than others. The funnel view is especially helpful because it recognises that
not every impression leads to a click, not every click leads to a landing page view, and not
every visit becomes a purchase.

The academic value of the theoretical background is that it turns campaign numbers into
behaviour. Instead of treating impressions, clicks, carts, and purchases as separate metrics, the
framework shows them as stages in a single process. That makes the analysis more useful for
both business and research purposes because it can explain where the campaign is efficient,
where it is weak, and what kind of optimisation is most relevant at each step.

2.2.1 Digital Marketing Theory

Digital marketing theory explains how online channels influence awareness, consideration, and
purchase behaviour. It assumes that communication can be targeted, measured, and adapted in
real time. That theory is useful for this study because it helps explain why social platforms can
support not only branding but also sales. The theory also highlights the importance of user
journey design, because digital audiences do not behave like passive viewers. They move,
click, compare, and decide in ways that can be tracked.

Digital marketing theory emphasises that online communication is interactive, measurable, and
adaptive. Unlike traditional media, digital channels allow two-way engagement and repeated
feedback. The advertiser can see how a user responds almost immediately, and the campaign
can be adjusted without waiting for a long cycle. This makes digital marketing an ongoing
process rather than a one-time promotion. It also allows the marketer to segment audiences by
behaviour, interest, and likelihood of action.

In theoretical terms, digital marketing is not just about technology. It is about how technology
changes consumer decision-making. A customer can be exposed to multiple messages,
compare alternatives, and respond through click-based behaviour. That is why digital
marketing research increasingly focuses on customer journeys, content relevance, conversion
flow, and attribution. The present study follows this theory by tracking how Meta Ads move
users through the Boombay funnel.

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2.2.2 Performance Marketing Concept
The performance marketing concept is built on measurable outcomes and direct response. In
this model, the advertiser expects some form of action that can be linked to the spend. That
makes the concept particularly suitable for a purchase campaign. For Boombay, the result is
not just ad visibility but actual revenue through the website. The concept therefore gives the
study a business-oriented lens that matches the nature of the campaign objective.

Performance marketing is built around the principle that spending should be linked to
measurable results. This idea has reshaped marketing planning because it pushes the advertiser
to define the exact result desired from a campaign. If the goal is a purchase, then the campaign
must be evaluated by purchase value, cost per purchase, and ROAS. If the goal is traffic, then
the evaluation changes. This clarity of objective is what makes performance marketing valuable
in competitive markets.

The concept also stresses optimisation. A good performance marketer does not simply launch
a campaign and wait. The campaign is monitored, interpreted, and adjusted based on the
numbers. The present study uses this concept to evaluate not just whether the Boombay
campaigns ran, but whether they ran efficiently at each funnel stage. That makes performance
marketing the most suitable framework for this dissertation.

2.2.3 Consumer Funnel Behaviour

Consumer funnel behaviour describes the way customers move from initial awareness toward
deeper evaluation and eventual purchase. The movement is not always linear, but the funnel
still helps explain where attention turns into interest and where interest turns into action. This
behaviour is central to the present study because the campaign data can be read stage by stage.
The funnel approach gives a clear way to identify drop-offs and strength points. That makes it
one of the most practical concepts in the report.

Consumer funnel behaviour describes how a person moves from brand exposure to action
through a sequence of mental and behavioural steps. In a digital environment, this often starts
with awareness, continues through interest and consideration, and ends with conversion. Each
stage has its own logic. At the top, the person is simply noticing the brand. In the middle, the

23
person is evaluating whether the offer is relevant. At the bottom, the person is making the final
decision.

Funnel behaviour matters because the same audience can behave differently at different stages.
A person may click because the ad is interesting, but still not purchase because the price,
product page, or checkout process is weak. This is why funnel-based analysis is more
informative than a single final metric. It shows how many people are lost at each point and
helps identify the most profitable optimisation opportunity.

2.3 Funnel Marketing Framework

The funnel marketing framework is useful because it turns customer movement into a
manageable analytical model. Each stage of the funnel can be linked to specific campaign
metrics, which makes the analysis more organised. A brand can then compare the performance
of one stage against another rather than treating the campaign as one mass of data. This
framework is particularly helpful in purchase campaigns where the main concern is not only
who saw the ad but also who finally bought the product. The study uses this framework
throughout the analysis chapters.

The funnel marketing framework divides the customer journey into stages that can be measured
separately. In this study, the framework is used in a simplified three-stage form: awareness,
consideration, and conversion. The framework matches the campaign objective because the
campaign is meant to move users from seeing the ad, to engaging with it, to making a purchase.
The funnel is therefore not just an academic model; it is a practical reporting tool.

The strength of the funnel framework is that it helps a campaign manager understand where
the customer journey breaks down. Some campaigns create visibility but little interest. Others
create clicks but not landing page visits. Still others bring traffic that does not convert. The
funnel approach allows each weakness to be isolated. This makes the analysis more actionable
because the recommendation for each stage will differ.

2.3.1 Awareness Stage

The awareness stage represents the first exposure to the brand and is usually measured through
reach and impressions. At this stage, the main question is whether the campaign is reaching the

24
right audience at a reasonable cost. Awareness does not create revenue immediately, but it
creates the base on which later stages depend. In the Boombay account, awareness is important
because it introduces a niche product to new users and warms them for later action. The stage
therefore has strategic value even when it does not produce direct conversions.

The awareness stage is the top of the funnel. Its main purpose is to expose the brand to a
relevant audience and establish the first point of contact. In paid social media campaigns, this
stage is usually measured using reach, impressions, and frequency. Reach shows how many
unique users were exposed to the advertisement, while impressions show how often the ad was
displayed. Frequency helps identify whether users are seeing the ad repeatedly or only once.

In the Boombay context, awareness is important because a D2C food brand depends on
familiarity and visual recall. A user may not buy immediately after seeing a sauce or spread ad,
but repeated exposure can increase trust and curiosity. Awareness therefore plays a supporting
role even when the ultimate objective is purchase. The stage must be strong enough to create a
future audience for conversion-focused campaigns.

2.3.2 Consideration Stage

The consideration stage is where attention becomes active interest. Users at this stage have
already noticed the ad and are now taking a closer look by clicking or visiting the landing page.
This stage matters because it reveals the quality of the ad message and the relevance of the
audience. If this stage is weak, the campaign may still look visible but will fail to produce
enough useful traffic. The study treats this stage as one of the most important because it links
awareness to actual engagement.

The consideration stage is where interest becomes active engagement. In Meta Ads campaigns,
this is often reflected through link clicks, CTR, CPC, and landing page views. These numbers
show whether the ad message was relevant enough to encourage the user to move beyond
passive viewing. Consideration is a critical stage because it measures the quality of the
connection between the ad and the website experience.

For the present study, consideration matters because the campaign is not successful merely
when users click. The users must also land on the page and remain engaged enough to move

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closer to purchase. A high CTR with a weak landing rate can still produce poor business
outcomes. Therefore, the study treats consideration as a quality checkpoint, not just a traffic
indicator.

2.3.3 Conversion Stage

The conversion stage is where the campaign proves its commercial value. A purchase shows
that the earlier stages did more than generate curiosity; they moved the user into action. This
stage is the clearest indicator of revenue impact, especially in a D2C environment. The
conversion stage is therefore the final and most important part of the funnel from a business
perspective. In this report, it is linked directly to purchases, purchase value, cost per purchase,
and ROAS.

The conversion stage is the point where business value is created. In purchase campaigns, the
key indicators are purchases, purchase value, cost per purchase, and ROAS. A campaign may
look efficient in the upper funnel, but if it does not generate transactions at a healthy cost, it
cannot be considered successful. Conversion metrics therefore provide the strongest link
between advertising activity and revenue.

This stage is especially important in D2C marketing because the website acts as the final
storefront. If the checkout flow is weak, the final conversion can collapse even when previous
funnel stages perform well. The Boombay analysis pays close attention to this stage because
the real business question is not how many people saw the ad, but how many people bought
the product as a result of the ad spend.

2.4 AIDA Model

AIDA Model is examined in the report as part of the larger funnel logic that supports the
Boombay account. The discussion is meant to connect the section to practical campaign work,
so the interpretation stays close to the real data and the business objective. This helps the report
move in a structured manner and prevents any part of the analysis from becoming isolated. The
section therefore contributes to the overall understanding of how the account performs and
what the agency can improve in future campaign cycles.

26
The AIDA model is one of the best-known frameworks for understanding the sequence of
consumer response. It stands for Attention, Interest, Desire, and Action. The model remains
relevant because it captures the logic of many digital campaigns even today. Meta Ads can
attract attention, create interest through creative and copy, build desire through product
presentation, and trigger action through retargeting or strong offer design.

In this study, AIDA works as a conceptual support for the funnel model. Attention is linked to
awareness, interest to engagement, desire to evaluation and cart activity, and action to purchase.
The model is helpful because it reminds us that users do not convert instantly. They move
through a layered process. This is why the report interprets the campaign data as a sequence,
not as isolated numbers.

2.4.1 Attention
Attention is the point at which the audience first notices the communication. In social media
advertising, attention is influenced by creative design, headline quality, and how well the ad
fits the platform environment. The study treats attention as an awareness input because without
it the rest of the funnel cannot begin. Even though attention does not guarantee a sale, it remains
necessary because customers cannot move deeper into the funnel unless the message first
stands out. That is why the opening layer of the ad is so important.

Attention is the first task of advertising. A message must stop the user long enough for the
brand to be noticed. On social media, this is often achieved through visuals, motion, bold
headlines, or a clear product focus. Attention is not yet conversion, but without attention there
is no journey forward. Therefore, creative design is important at this stage.

For Boombay, attention is especially relevant because food advertising is visually driven. The
campaign needs to make the product look appealing, relevant, and distinct within a crowded
feed. A strong attention stage can improve reach and impressions, but the study also shows that
attention should not be confused with profitability. It is only the start of the funnel.
2.4.2 Interest
Interest develops after attention and reflects a willingness to explore the brand message further.
This may appear as a click, a profile visit, or a landing page view depending on the campaign
structure. Interest is important because it signals that the audience is not only seeing the ad but

27
also responding to it. In performance terms, interest is the first sign that the campaign is creating
useful traffic. The report therefore links this stage to click-related and landing-related metrics.

Interest occurs when the user begins to think that the message is relevant. In digital campaigns,
interest is often shown through clicks, profile visits, and deeper interaction. Interest is a
stronger signal than attention because it indicates a behavioural response. A user who clicks
has moved from passive exposure to active evaluation. That is why CTR and clicks are
important middle-funnel measures.

Interest does not guarantee purchase, but it is a necessary bridge. The Boombay analysis
examines whether interest is being produced at a healthy rate and whether the traffic quality is
strong enough to support the rest of the funnel. A campaign with weak interest will struggle
later, no matter how strong the landing page is.

2.4.3 Desire
Desire is the stage where the audience starts to feel that the product is worth considering. At
this point, the product value, trust cues, pricing, and offer clarity become more important.
Desire is especially relevant for Boombay because food products often depend on taste appeal
and trust in ingredients. The campaign must therefore move beyond curiosity and build a
stronger reason to buy. This stage supports the transition into cart activity and eventual
conversion.

Desire is the stage in which the user begins to want the product, not just notice it. In e-
commerce and D2C advertising, desire is often visible through product page engagement, add-
to-cart behaviour, repeated visits, or checkout initiation. This stage is highly important because
it shows whether the user is beginning to see personal value in the product.

The Boombay campaigns show why desire matters more than traffic alone. A campaign may
generate clicks, but unless those clicks lead to cart actions, desire has not been created strongly
enough. The study therefore pays special attention to add-to-cart metrics because they represent
the strongest sign of mid-funnel desire before the final action occurs.

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2.4.4 Action
Action is the final response the brand seeks, such as a purchase, sign-up, or other measurable
outcome. In this study, action is defined as purchase completion. The AIDA model is useful
here because it reminds the reader that purchase does not happen by accident; it follows a
sequence of steps. The action stage therefore serves as the main success point for the account.
Every previous stage is judged partly by how well it supports this final response.

Action is the final response in the AIDA sequence. In the context of this project, action means
purchase. This is the most meaningful stage from a business perspective because it generates
revenue. However, action can only happen if the earlier stages have done their job. That is why
a funnel approach is necessary. It helps explain why a final sale happened or why it did not
happen.

The action stage is also where the effectiveness of budgeting becomes visible. If spend rises
but action does not rise proportionately, the campaign may be scaling inefficiently. If action
rises at a reasonable cost, the campaign may be considered healthy. The Boombay study uses
purchase data and ROAS to judge this final step.

2.5 Review of Literature by Individual Studies

The review of literature is organised study by study so that each source can be understood in
relation to the present project. This approach avoids mixing different findings too early and
makes it easier to see what each study contributes. Some studies focus on social media strategy,
others on ROI measurement, and others on funnel-based conversion. Taken together, they
provide a useful base for the Boombay study. The section therefore acts as both a summary and
a comparison tool.

The reviewed studies provide a strong foundation for the current analysis. They show that
social media advertising is effective, that ROI measurement is often difficult, and that funnel
structures can improve understanding of conversion behaviour. The following studies are
especially relevant because they address Meta-based advertising, audience warming,
performance outcomes, and funnel models. Each study adds a different insight to the present
report.

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2.5.1 Study 1
Study 1 is useful because it shows that structured planning improves the consistency of social
media campaigns. The finding supports the present study by suggesting that campaign
performance is not only a matter of ad spend, but also a matter of planning discipline, content
organisation, and audience clarity. That insight aligns well with the need for funnel-based
review in the Boombay account.

Saarinen and Mäkinen examined how social media marketing can be improved on Meta
platforms through the development of an industry-independent tool. Their work used a
qualitative action research approach with purposive sampling, interviews, observation, and
benchmarking. The context was a digital advertising agency that struggled with consistency in
Meta planning. Their key finding was that content creation cards improved campaign
consistency, engagement, and lead generation.

This study is relevant because it confirms that Meta campaign results improve when planning
is structured. The present report applies a similar logic to purchase campaigns. Even though
the outcome in this project is sales rather than leads, the basic idea remains the same: structured
planning leads to stronger performance. The study therefore supports the use of an organised
campaign framework.

2.5.2 Study 2
Study 2 is important because it highlights the difficulty of measuring ROI in a standard way
across social media work. That difficulty is directly relevant to this project, since the report
uses several metrics rather than relying on one number alone. The study also supports the idea
that both financial and behavioural indicators should be considered together when evaluating
campaign success.

Hämäläinen studied social media ROI as part of marketing strategy work and found that ROI
measurement is essential but difficult to standardise. The work was qualitative and based on
fieldwork and expert interviews. The key insight was that agencies often prefer a holistic
approach that combines quantitative and qualitative signals rather than relying on one isolated
metric.

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This is useful for the Boombay study because it justifies the use of multiple metrics such as
CTR, CPC, ROAS, purchase value, and cost per purchase. No single number can represent the
full campaign story. The study therefore supports the multi-metric structure used in Chapter 4.

2.5.3 Study 3
Study 3 gives the literature a wider academic base by showing that social media marketing has
become a major field of study. Its review of multiple themes helps explain why measurement
remains a problem even though the channel is widely used. For the present project, that
confirms the need for a structured funnel framework that can organise the available data into a
decision-friendly format.

Dwivedi and co-authors conducted a systematic literature review on social media marketing
and advertising by examining a large set of articles from Scopus. Their work mapped the global
state of social media marketing research and highlighted that ROI measurement remains a
significant challenge. This is important because it shows that the problem is not only
operational but also academic.

The current study aligns with this insight by attempting to measure campaign effectiveness
more clearly at the funnel level. Rather than treating digital advertising as a single output, the
report separates exposure, engagement, and conversion. This makes the study more specific
than broad marketing effectiveness discussions.

2.5.4 Study 4
Study 4 is relevant because it shows that digital marketing influences purchase decisions in
agency settings. The result supports the practical logic of the Boombay campaign analysis,
where engagement and purchase behaviour are connected. It also helps justify the idea that
platform campaigns can have a direct effect on buying decisions when the message and timing
are appropriate.

The study titled 'Effectiveness of Digital Marketing with Special Reference to Outdoor
Advertising Agency, Bangalore' used a quantitative descriptive design with respondents and
showed that social media was among the most impactful marketing tools. The research
suggested that digital marketing significantly influences purchase decisions. This is directly

31
relevant because the Boombay project also examines whether paid social activity drives buying
behaviour.

Although the contexts differ, the underlying logic is similar. Both studies indicate that digital
advertising can affect consumer choice when it is visible and relevant. The present study builds
on that logic by using actual Meta Ads data rather than survey responses. This provides a more
operational view of the relationship between advertising and purchase behaviour.

2.5.5 Study 5
Study 5 adds a creative perspective by showing that social media also changes how advertising
work is managed inside agencies. This is useful for the present study because campaign
performance is not only about numbers; it is also shaped by the creative process behind the
numbers. That connection makes the report more realistic in an agency context.

Picard's conceptual work on the role of social media in creativity management in advertising
agencies focused on how social platforms change the creative process. The study suggested
that social media enables collaboration, crowdsourcing, and dynamic interaction among
stakeholders. This is valuable because campaign success is not only about numbers; it is also
about creative direction and message design.

The present report uses this idea indirectly by recognising that campaign results depend on the
quality of ad creatives and the way those creatives fit the brand journey. In practical
performance marketing, creativity influences click-through, landing behaviour, and purchase
readiness. The study therefore supports the report's emphasis on both analytics and
communication design.
2.5.6 Study 6
Study 6 gives statistical support to the broader claim that digital marketing improves sales. Its
quantitative approach is useful because it shows that online channels have measurable business
impact. The present project uses that idea at a more detailed level by looking specifically at
Meta Ads funnel performance and the cost of achieving each purchase outcome.

Yasmin, Tasneem, and Fatema conducted an empirical study on the effectiveness of digital
marketing in a challenging age and found that social media, SEO, and PPC were positively

32
correlated with sales improvement. Their use of correlation and regression analysis made the
study particularly useful for performance-oriented research. The finding suggests that digital
marketing channels are not just visibility tools; they are linked to business outcomes.

The present study uses a similar logic by checking the relationship between campaign inputs
and purchase outputs. It does not claim causality in a strict sense, but it does seek patterns that
reveal how spending, clicks, and add-to-cart behaviour connect with purchases. This makes the
empirical support from Study 6 highly relevant.

2.5.7 Study 7
Study 7 is especially useful because it compares Meta Ads with Google Ads and shows that
Meta can produce very strong delivery and conversion performance. That supports the decision
to study Meta Ads in the Boombay account. It also reinforces the idea that platform choice
matters when the business objective is purchase generation rather than only traffic.

Solodukha and Leonova compared Google Ads and Meta approaches for marketing agencies
using real campaign data over several months. Their findings showed that Meta delivered far
more impressions and conversions while maintaining lower CPC. This is directly relevant to
the current study because it supports Meta as a strong platform for purchase-driven campaigns
when the goal is reach and efficient conversion.

The study is useful not because it proves that Meta is always better than other channels, but
because it demonstrates the platform's potential when campaigns are carefully managed. The
Boombay project adopts the same practical expectation. Meta is treated as the main purchase
channel, and the analysis checks whether the expected performance advantage actually appears
in the data.

2.5.8 Study 8
Study 8 is valuable because it highlights the role of sequential exposure and audience warming
in improving conversion. That is very similar to the logic of the present study, which looks at
a journey from awareness through consideration to purchase. It supports the view that repeated
but structured exposure can improve the quality of response when the campaign is planned
well.

33
Demydova examined lead generation strategy based on Meta platforms and found that
sequential nurturing improved conversion. The study showed that a three-touch sequence
increased conversion probability and reduced customer acquisition cost. This finding is highly
relevant because it supports the funnel logic that marketing messages may need multiple
exposures before users convert.

The current study applies this sequential logic to purchase campaigns. Even though the
business objective is different, the customer behaviour pattern is similar. A user may need to
see the product several times, click later, and purchase only after more confidence is built. This
reinforces the importance of frequency, creative sequencing, and retargeting in the funnel.

2.5.9 Study 9
Study 9 supports the funnel concept by showing that structured marketing stages can improve
customer value. That is important for the current report because it validates the idea that funnel
management is not just about leads or clicks, but also about longer-term commercial value. The
study therefore strengthens the conceptual foundation of the Boombay analysis.

Askarno studied the utilisation of funnel marketing in increasing customer lifetime value and
found that funnel marketing improved CLV significantly. The research used interviews,
questionnaire responses, and CRM data. The finding is important because it shows that a
structured funnel is not just useful for short-term conversions; it can also support longer-term
business value.
The current study is narrower in scope because it focuses on purchase campaigns rather than
customer lifetime value. Even so, the principle is the same. Structured funnel thinking can
improve conversion performance, and improved conversion performance is the foundation of
stronger business outcomes. The study therefore adds useful support to the present framework.

2.6 Research Gap Analysis

The research gap analysis shows that the literature is strong in general digital marketing
discussion but weaker in integrated funnel interpretation for D2C purchase campaigns. This
makes the present study useful because it brings together multiple analytical levels in one
report. The gap also shows the need for a more practical form of academic writing that reflects

34
real campaign work rather than only abstract theory. By using actual Meta Ads data, the study
helps close that gap and provides a structure that can be reused in similar agency projects.

The literature shows strong support for digital marketing as a sales driver, but the evidence
becomes less specific when the discussion shifts to D2C purchase campaigns on Meta Ads.
The present study differs because it looks at a real account, a real client, and a real agency
workflow. That matters because campaign behaviour in practice is affected by timing, audience
maturity, seasonality, and creative rotation. These factors are often described in literature but
not always measured together in one applied study.

The gap analysis also shows that many studies emphasise one part of the journey, such as ad
exposure, click behaviour, or conversion efficiency. Fewer studies connect all three stages in a
continuous way. In this project, that continuity is essential because the study does not stop at
whether an ad is seen. It asks whether the same ad also drives landing page views, cart events,
and purchases. This end-to-end view makes the findings stronger and more action-oriented.

The literature reveals four important gaps. First, there is limited research on month-wise funnel
analysis for D2C brands in India using authentic Meta Ads Manager data. Second, many studies
focus on lead generation or general marketing effectiveness rather than direct purchase
campaigns. Third, drop-off measurement across click, landing page, cart, and purchase stages
is not always reported in one sequence. Fourth, there is a lack of integrated studies that connect
all three funnel levels using one consistent dataset.

The present study addresses these gaps by using a seven-month campaign dataset and
organising the analysis around the full purchase funnel. It examines awareness, consideration,
and conversion in one framework and identifies where the main losses occur. That makes the
study useful both for academic discussion and for practical campaign management.

2.7 Conceptual Framework

The conceptual framework connects the literature base with the actual campaign analysis. It
shows how awareness leads to engagement, how engagement leads to consideration, and how
consideration can become purchase. It also helps explain why some metrics have more practical
importance than others. In this report, the framework is not only decorative; it is the logic that

35
guides the entire study. The framework therefore keeps the analysis grounded and prevents the
report from becoming a simple list of numbers.

The conceptual framework used in this study connects funnel stages to measurable campaign
variables. At the awareness stage, reach, impressions, frequency, and spend indicate how
widely the campaign is being delivered. At the consideration stage, clicks, CTR, CPC, and
landing page views show whether users are engaging with the message. At the conversion
stage, purchases, revenue, cost per purchase, and ROAS reveal whether the campaign creates
commercial value.

The framework also includes drop-off analysis between the stages so that the flow of the funnel
can be understood more clearly. This is important because a campaign can look healthy at one
stage and weak at the next. By mapping each metric to its funnel level, the study becomes
easier to interpret and easier to use for recommendations. The framework is therefore both
analytical and practical.

2.8 Chapter Summary

This chapter established the theoretical and literature background for the study. It explained
the digital marketing context, the performance marketing logic, the funnel model, and the
AIDA approach. It also reviewed nine relevant studies and showed how they support the
present analysis. The research gap and conceptual framework demonstrate why this study is
needed and how it is structured. The next chapter explains the methodology used to collect and
interpret the campaign data.

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 CHAPTER - 3 RESEARCH METHODOLOGY
3.1 Introduction
The discussion is meant to connect the section to practical campaign work, so the interpretation
stays close to the real data and the business objective. This helps the report move in a structured
manner and prevents any part of the analysis from becoming isolated. The section therefore
contributes to the overall understanding of how the account performs and what the agency can
improve in future campaign cycles.

Research methodology explains how the study was designed, what data was used, and which
analytical tools were applied. Since the present report focuses on Meta Ads purchase
campaigns, the methodology has to suit a quantitative performance analysis. The goal is not to
study opinions or attitudes through primary survey instruments. Instead, the goal is to interpret
actual campaign data in a structured and academically defensible way.

The methodology followed in this study is descriptive and analytical. It describes the campaign
data, compares performance across stages and months, and interprets the relationships between
key metrics. This approach is appropriate because the campaign has already run and the
available information is based on recorded performance. The chapter therefore explains the
data source, study period, sampling design, variables, tools, and limitations in a clear sequence.

3.2 Research Design

The research design is descriptive with an analytical emphasis because the study aims to
describe what the campaign data shows and then interpret that pattern in a practical way. A
descriptive design is appropriate when the goal is not to manipulate variables but to read a real
dataset carefully. The analytical component allows the report to go beyond summary and into
relationship checking, comparison, and funnel interpretation. That combination suits the
Boombay study because the purpose is to understand campaign behaviour as it happened in
practice.

The study follows a descriptive research design with an analytical orientation. Descriptive
design is suitable because it allows the researcher to present what happened in the campaign in
a structured form. The study does not try to change the campaign or manipulate variables.

37
Instead, it observes the performance pattern and explains it. This is a common design choice
when the purpose is to interpret operational data rather than to run a controlled experiment.

The analytical part of the design comes from the use of ratios, trends, correlations, and funnel
conversion rates. These tools help go beyond simple reporting. They show relationships
between spending and outcomes, between traffic and conversion, and between month-by-
month activity and profitability. The design therefore supports both explanation and practical
insight.

3.3 Nature of the Study

The nature of the study is quantitative, which means the report depends on numbers rather than
opinions. This is important because performance marketing is itself numerical, and the
campaign manager needs figures to make decisions. A quantitative approach also improves
objectivity because the same data can be checked repeatedly. The study therefore stays close
to the operational character of the Meta Ads account while still maintaining an academic
format. That balance makes the method suitable for an MBA dissertation.

The nature of the study is quantitative because it relies on numerical campaign data. The
primary data points include spend, impressions, clicks, landing page views, add-to-cart actions,
purchases, revenue, and ROAS. These figures are measurable and can be compared over time
and across campaigns. Quantitative study is especially suitable for performance marketing
because the whole system is built around numbers.

The study is also applied in nature because it is connected to a real business environment. The
findings are not abstract. They can be used for campaign optimisation, budget planning,
creative refinement, and funnel improvement. This makes the study valuable beyond classroom
theory and places it firmly within the practice of digital marketing management.

3.4 Sources of Data

The sources of data are organised so that the study can remain reliable and easy to trace. The
primary distinction is between data that comes directly from the campaign platform and any
additional explanation needed to interpret it. By keeping the source structure clear, the report
avoids confusion between observed campaign numbers and analytical commentary. This

38
approach also improves credibility because the numbers can be linked back to a known
reporting environment. That is important in a performance study where accuracy matters.

The study uses secondary data as the main source of information. The campaign data was
recorded in Meta Ads Manager and then reviewed for analysis. Secondary data is highly
suitable here because the purpose is not to collect personal opinions from respondents but to
examine real performance indicators generated by the platform. This ensures that the analysis
stays close to campaign reality.

Secondary data also has the advantage of consistency. The same platform records the data in
the same format across the entire period. That reduces the risk of measurement inconsistency
and makes monthly comparison easier. The data is therefore appropriate for an academic
performance study where accuracy, repeatability, and traceability are important.

3.4.1 Primary Data

Primary data is not the main source for this study, but the concept is still relevant because it
clarifies what the report does not use. No interviews or customer surveys were needed to
complete the analysis. The focus remained on campaign records, which makes the study more
directly tied to observed performance. This is appropriate because the goal is not to explore
attitudes but to analyse digital advertising outcomes. The absence of primary data therefore
supports the chosen method rather than weakening it.

No primary survey or interview data was collected for the central analysis of this report. The
focus remained on campaign records because the objective was to study actual advertising
performance rather than attitudes or perceptions. This makes the report different from a
consumer behaviour survey. It is a campaign analytics study using documented platform data.
Even though primary data is not used as the main source, the study still reflects practical
observation from campaign review, performance discussions, and analytical review of
advertising patterns. These observations helped interpret the numbers in a realistic way.
However, the core evidence remains the Meta Ads performance dataset.

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3.4.2 Secondary Data
Secondary data is the core source because the study depends on campaign records already
captured by the Meta platform. This makes the analysis efficient and realistic because the
figures reflect actual campaign activity rather than recalled estimates. Secondary data is
especially suitable for performance marketing because the platform records many of the key
metrics automatically during campaign delivery. The study therefore uses a source type that
matches the business question. That helps keep the results concrete and operational.

The secondary data used in the study was obtained from Meta Ads Manager reports managed
by Wirality Media for Boombay. The data includes daily and aggregated performance records
across multiple campaigns. Secondary data is appropriate because the platform itself already
tracks the events that matter in this study. This makes the source direct and operational.

The benefit of secondary data is that it captures actual user actions rather than self-reported
behaviour. It records what users saw, clicked, loaded, added to cart, and purchased. That makes
it more reliable for funnel analysis than memory-based responses. The present study therefore
depends on this platform data to build its analytical conclusions.

3.5 Study Period and Data Coverage

The study period and data coverage were selected to provide enough campaign movement for
meaningful interpretation. A period that is too short can hide trends, while a period that is too
long can make the analysis too broad for a focused project. The selected window is therefore a
practical middle ground. It captures different campaign phases and makes it possible to
compare early, middle, and later performance. That allows the report to show campaign
learning over time rather than only one isolated snapshot.

The study covers the period from 07 October 2025 to 30 April 2026, which gives a seven-
month campaign window. The period includes a partial opening month and six subsequent
months of full activity. This range is useful because it captures the early campaign learning
phase, festive season performance, post-festive adjustment, and later campaign refinement.
That gives the analysis a more complete picture.

40
The coverage is sufficient for trend observation because it contains 206 days of activity and
1,833 daily ad-level records across six campaigns. This volume of data makes it possible to
study variation in monthly spend, purchase efficiency, and funnel movement. The period is
long enough to identify patterns without becoming so wide that the campaign context is lost.

Table 3.1: Study Period and Data Coverage

Month Start Date End Date Days Status Included
October 2025 07-Oct-2025 31-Oct-2025 25 Partial Month Yes
November 2025 01-Nov-2025 30-Nov-2025 30 Full Month Yes
December 2025 01-Dec-2025 31-Dec-2025 31 Full Month Yes
January 2026 01-Jan-2026 31-Jan-2026 31 Full Month Yes
February 2026 01-Feb-2026 28-Feb-2026 28 Full Month Yes
March 2026 01-Mar-2026 31-Mar-2026 31 Full Month Yes
April 2026 01-Apr-2026 30-Apr-2026 30 Full Month Yes
TOTAL 07-Oct-2025 30-Apr-2026 206 7 Months All 7

The table shows that the study period was chosen deliberately to include both the learning
phase and the later optimisation phase of the campaigns. This makes the month-wise
comparison more meaningful because performance can be read in relation to campaign
maturity and seasonality.

3.6 Sampling Design

Sampling design in a secondary data study is slightly different from a survey-based study
because the unit of analysis is the campaign record rather than a respondent. In this report, the
sample is chosen from the available campaign data based on study relevance and time coverage.
That approach is appropriate because the project aims to analyse a defined campaign period
rather than a random set of people. The design therefore follows the logic of data selection
instead of human sampling. This makes the method more suitable for digital advertising
analysis.

Sampling design in this study has a different meaning from sampling in survey research
because the data source is a campaign record rather than a human respondent pool. The study
therefore uses the available campaign universe within the chosen period. The selected records

41
were not sampled randomly from a larger list of customer opinions. They were the full set of
performance records relevant to the campaign period under review.

The purposive element appears in the choice of time period and campaign type. Purchase
campaigns were selected because they match the research objective. The study period was
selected because it captures multiple stages of campaign evolution. This design is suitable for
performance analysis because the aim is to understand real campaign behaviour rather than to
infer from a small respondent sample.

3.6.1 Population
The population in this study is the complete campaign dataset available for the Boombay
account within the selected period. This means the population is not a group of consumers but
a group of performance records. That distinction is important because it changes the unit of
analysis from people to campaign observations. The decision to use the complete available data
strengthens the study because it reduces the need for estimation. It also ensures that the analysis
reflects the actual campaign environment rather than a sample impression of it.

The population for this study is the complete set of Meta Ads campaign performance records
related to Boombay within the account managed by Wirality Media. In practical terms, this
means all relevant campaign data that existed in the selected period and supported the purchase
objective. The population is therefore a live operational dataset rather than a theoretical market
population.

The advantage of defining the population this way is that the analysis stays focused on the
exact business context being studied. The conclusions are not built from a speculative
consumer sample. They are grounded in campaign records that reflect actual delivery,
engagement, and sales behaviour.

3.6.2 Sampling Technique

The sampling technique is purposive in the sense that the period and records were chosen
because they are relevant to the study objective. This is common in applied business research
where the investigator selects data that directly addresses the problem. The technique is
appropriate here because the project is not trying to generalise beyond the selected account; it

42
is trying to explain the account itself. Purposive selection therefore matches the practical aim
of the dissertation. It also helps keep the report focused on the most informative period.

The sampling technique can best be described as purposive selection of the campaign period
and campaign type. This means the study intentionally focused on purchase campaigns rather
than all possible campaigns. The reason is simple: purchase campaigns are the most relevant
to the report objective. Awareness campaigns, retargeting campaigns, and catalog campaigns
are still discussed, but only because they form part of the funnel story.

Purposive selection is appropriate when the research question is narrow and the available data
is already structured. It allows the analyst to concentrate on the most meaningful records
instead of diluting the study with unrelated data. That is why the seven-month purchase
campaign set was chosen.

3.6.3 Sample Size

The sample size is defined by the available campaign records used in the analysis. Because the
study is based on operational data, the sample size depends on the observed period rather than
on respondent recruitment. This approach is suitable because campaign data can be more
reliable than survey responses when the goal is to track actual performance. The sample
therefore becomes large enough to show trend movement while still remaining manageable for
analysis. That balance is one reason the study is practical.

The sample size consists of 1,833 daily ad-level records across six campaigns. This is a
substantial volume for a campaign study because it allows the analysis to observe day-to-day
variation and also aggregate it into month-wise summaries. A larger record base helps reduce
the impact of isolated spikes or dips and gives a more stable view of performance.

In addition to the daily records, the study also uses monthly and campaign-level aggregations.
These levels of analysis make the results easier to interpret. The sample size is therefore not
just large in number; it is also layered in a way that helps examine the campaign from several
angles.

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3.7 Data Collection Procedure
The data collection procedure involves extracting campaign metrics, organising them in tabular
form, and then preparing the data for monthly and funnel-based interpretation. The procedure
matters because the quality of the final analysis depends on how well the records are cleaned
and grouped. Once the data is arranged consistently, ratios and comparisons can be calculated
without confusion. The process also improves transparency because every metric can be traced
back to the campaign source. That traceability is valuable in an academic report.

The data collection procedure began with campaign export from Meta Ads Manager. The
figures were then reviewed, organised, and aggregated in spreadsheet format. Daily data was
grouped into monthly summaries and campaign summaries so that funnel analysis and trend
analysis could be performed. This procedure is consistent with common performance
marketing reporting practice.

The value of the collection procedure is that it follows a transparent chain from platform record
to analytical output. This makes the final interpretation more trustworthy because each number
can be traced back to a campaign report. The study also uses spreadsheet calculations such as
sums, averages, ratios, and percentages to keep the analysis clear and reproducible.

3.8 Variables and Metrics Used

The variables and metrics were chosen to reflect each stage of the funnel. This is important
because the study is not interested in isolated numbers only; it is interested in how metrics
behave together as the user journey progresses. By linking variables to stages, the report can
explain which metrics belong to awareness, which belong to consideration, and which belong
to conversion. That gives the analysis a clear structure. It also keeps the interpretation aligned
with the business objective of purchase generation.

The variables in this study were selected because they map directly to the funnel stages.
Awareness metrics show reach and exposure, consideration metrics show interaction and traffic
quality, and conversion metrics show commercial outcome. This classification keeps the
analysis organised and makes it easier to compare the stages of the funnel separately.
The selected variables are also standard performance marketing metrics. That matters because
the study is grounded in industry practice, not just theory. The variables are the same kind of

44
measures that agencies commonly use when they judge a purchase campaign. The next
subsections explain the metric groups in detail.

Table 3.2: Awareness Metrics

Metric Definition Formula Use in Study
Unique users who saw Direct from Meta Ads Measures exposure
Reach
the ad Manager and audience scale

Direct from Meta Ads Shows delivery

Impressions Total ad displays
Manager intensity

Average times one Indicates repetition

Frequency Impressions / Reach
user saw the ad and saturation risk

Table 3.3: Consideration Metrics

Metric Definition Formula Use in Study
Direct from Meta Ads Measures traffic
Link Clicks Clicks on the ad link
Manager interest

Percentage of
Clicks / Impressions x Measures creative
CTR (%) impressions that turned
100 relevance
into clicks

Ad Spend / Link Shows traffic

CPC (₹) Cost per click
Clicks efficiency

Users who loaded the Direct from Meta Ads Measures post-click
Landing Page Views
landing page Manager quality

Table 3.4: Conversion Metrics

Metric Definition Formula Use in Study
Completed Direct from Meta Ads Measures final
Purchases
transactions Manager conversion
Total revenue Direct from Meta Ads Measures sales
Purchase Value (₹)
generated Manager outcome
Measures acquisition
Cost Per Purchase (₹) Cost for one purchase Ad Spend / Purchases
efficiency
ROAS Return on ad spend Revenue / Ad Spend Measures profitability
Benchmarks
Direct from Meta Ads
Ad Spend (₹) Total money spent investment against
Manager
revenue

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Each metric was selected because it represents a practical decision point in the customer
journey. Together, the metric groups provide a complete funnel view from exposure to
purchase.

3.9 Funnel Analysis Framework

The funnel analysis framework organises the campaign into a sequence that is easy to read and
compare. Instead of treating all metrics as equal, it groups them according to the stage in which
they matter most. That helps identify where the account performs strongly and where it loses
users. The framework is a practical tool because it turns raw reporting into decision support. In
this study, it is the structure that connects the data to the recommendations.

The funnel analysis framework was used to convert campaign records into a stage-wise story.
It begins with awareness and moves through consideration to conversion. Each stage has its
own indicators, and each indicator helps explain the next movement in the funnel. The stage
order is important because it reflects actual customer behaviour from first exposure to final
purchase.

The framework also includes drop-off logic. If clicks are high but landing page views are low,
the problem lies between traffic and page load. If landing page views are high but carts are low,
the issue is product or offer relevance. If carts are high but purchases are low, the checkout or
payment experience may need attention. This framework is one of the strongest parts of the
methodology because it makes the numbers actionable.

3.10 Statistical Tools Used

The statistical tools were selected to answer different kinds of questions. Some tools explain
what the numbers look like, some show how the numbers change over time, and some show
whether two metrics move together. Using a mix of tools gives the report more depth than a
single calculation would. It also helps prevent overinterpretation of any one metric. This
balanced tool set makes the analysis both academically acceptable and managerially useful.

The statistical tools used in this study were selected to match the nature of the data. Since the
data is numerical and campaign-based, the analysis had to be structured around descriptive
summaries, ratio comparisons, and relationship checks between variables. Mean, median,

46
standard deviation, and minimum-maximum values were used to understand the spread and
consistency of the campaign data. These measures help identify whether the account depends
on a few very strong days or performs steadily across the period.

Correlation analysis was also necessary because performance marketing is not only about
totals; it is also about relationships. For example, a campaign can produce many clicks without
producing many purchases, and another campaign can produce fewer clicks but better revenue.
Correlation helps show which metrics move together and which ones do not. That is especially
useful in a funnel-based study because it explains whether higher visibility or higher
engagement actually supports the final purchase outcome.

Comparative and trend analysis were used together because a monthly view alone does not
always explain the reason behind performance change. When spend rises, the return may
improve or weaken depending on audience quality and creative freshness. Comparing months
side by side helps interpret those changes more clearly. This is why the study combines several
tools instead of relying on one statistical method. The combined use of these tools gives the
report both academic structure and practical usefulness.

The study uses simple but useful statistical tools. Descriptive statistics help summarise the data.
Funnel analysis helps identify movement between stages. Trend analysis shows month-wise
change. Correlation analysis helps check how strongly different metrics move together.
Comparative analysis helps identify which campaign or month performed best. These tools are
suitable because the dataset is practical and performance oriented.

The statistical tools are not used to create unnecessary complexity. They are used because they
answer direct business questions. The report does not need advanced modelling to prove the
main point. It needs accurate, clear, and interpretable numbers that can be turned into campaign
recommendations. That is why the statistical toolkit remains focused and manageable.

3.10.1 Descriptive Statistics

Descriptive statistics provide the first layer of interpretation by summarising the scale and
spread of the campaign data. They show whether the numbers are stable or highly dispersed
and whether the average performance is supported by similar observations or by a few extreme

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values. This is useful in performance marketing because campaign data often contains strong
highs and lows. The study uses descriptive statistics to identify that pattern before moving to
deeper interpretation. That helps keep the report grounded in the actual shape of the data.

Descriptive statistics were used to summarise the central tendency and spread of key metrics
at the ad level. Mean, median, standard deviation, minimum, and maximum are especially
useful because campaign performance is often uneven. A few high-performing ads can lift the
average, while many lower-performing ads may keep the median lower. The comparison of
these measures therefore helps reveal skewness in the campaign results.

This is particularly important for metrics such as ROAS and purchases, which can vary sharply
from one ad to another. Descriptive statistics make it possible to explain whether the campaign
is generally stable or whether a small number of outliers are affecting the headline performance.
The chapter on analysis uses these statistics as the starting point for interpretation.

3.10.2 Funnel Analysis

Funnel analysis is the most suitable way to interpret customer movement in a purchase
campaign. It turns the advertising process into a sequence of measurable stages and makes the
drop-off points visible. That visibility is what makes funnel analysis valuable in practice. A
team can then decide whether the next improvement should happen in targeting, creative,
landing page, or checkout flow. The present study relies on this method because it gives the
clearest link between the ad and the final purchase outcome.

Funnel analysis was used to calculate the transition from one stage to another. The main
purpose was to see whether the audience exposed at the top of the funnel was moving efficiently
toward purchase. The analysis covers click rate, landing page rate, add-to-cart rate, and cart-
to-purchase rate. Each of these shows a conversion step that matters to revenue.
Funnel analysis is powerful because it identifies where the business loses volume. It helps the
analyst focus on the right stage instead of applying a general fix. For example, if landing page
drop-off is the main issue, creative testing alone will not solve it. If the problem is cart
abandonment, the checkout flow or remarketing plan becomes more important. This study uses
funnel analysis to make that distinction.

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3.10.3 Trend Analysis
Trend analysis helps the report understand performance over time rather than in one isolated
month. This matters because campaign results often change as budgets are adjusted, audiences
are warmed, and creatives are refreshed. A month-by-month view can show learning, fatigue,
recovery, or seasonal effects. The study uses trend analysis to explain why some months
perform better than others and what that means for future planning. It gives the report a time-
based perspective that simple totals cannot provide.

Trend analysis was used to observe how campaign performance changed from month to month.
This is helpful because performance marketing often changes over time as campaigns learn,
audiences saturate, or budget levels shift. Trend analysis also helps reveal seasonal effects,
which are important in food and D2C categories. A month that performs well may do so
because of creative relevance, timing, or demand conditions.

The study tracks spend, impressions, clicks, add-to-cart actions, purchases, revenue, and ROAS
across all seven months. This makes it possible to see whether the campaign is improving or
weakening over time. Trend analysis is important because a single month does not tell the
whole story. The sequence of months shows whether the campaign is stable, volatile, or
improving.

3.10.4 Correlation Analysis

Correlation analysis is helpful because it shows whether two variables move in the same
direction, even if it does not prove causation. In performance marketing, that distinction is
important because a metric may look good but still not lead to revenue. The study uses
correlation to examine which stages of the funnel are most closely connected to purchase
activity. That helps avoid decisions based on weak or misleading indicators. Correlation
therefore adds strategic depth to the report.
Correlation analysis was used to examine the relationship between key advertising variables.
In this study, the aim was to understand whether stronger spend, more clicks, or higher add-to-
cart values were linked to more purchases. Correlation does not prove cause and effect, but it
does show how strongly two variables move together. That makes it useful for identifying
likely performance drivers.

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The analysis is especially relevant because marketers often overfocus on CTR. If CTR has
weak correlation with purchases but add-to-cart has strong correlation, then the optimisation
priority should change. Correlation analysis therefore helps challenge assumptions and sharpen
the campaign strategy. This is one of the most strategic parts of the report.

3.10.5 Comparative Analysis

Comparative analysis makes it possible to compare one campaign or month against another
and see which one performed better under similar conditions. This is useful because
performance marketing rarely stays constant. Budgets shift, audiences change, and results
move with them. Comparison helps interpret those shifts in a disciplined way. The present
study uses this method to highlight both the best-performing and the weakest-performing
periods in the Boombay account.

Comparative analysis was used to compare campaigns and months against one another. It helps
identify the best-performing campaign in terms of ROAS, the most productive month in terms
of purchases, and the highest scale month in terms of impressions or reach. Comparison turns
raw numbers into relative performance, which is easier to interpret in an agency setting.
The value of comparative analysis is that it shows where performance is superior and where it
is not. A campaign with lower spend may still deliver a better return. A month with strong
impressions may still have weaker ROAS. Comparison allows the study to see those
differences clearly and to recommend where budget or creative focus should be shifted.

3.11 Analytical Techniques

The analytical techniques used in the report combine summary, comparison, and interpretation.
This mixture is appropriate because performance marketing is both numerical and strategic. A
campaign report must show figures, but it must also explain what those figures mean for
business action. The analytical techniques selected for this study therefore serve both
explanation and decision-making. That dual role is what makes the report useful for an MBA
project.

The analytical techniques used in this study are practical and interpretation focused. First, the
data was grouped into useful categories. Second, each category was measured using a standard
formula. Third, the outputs were compared across time and campaign type. Fourth, the resulting

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patterns were interpreted in relation to funnel theory and business objectives. This structure
made the analysis systematic.

The techniques also helped translate platform language into academic language. For example,
cost per result becomes cost per purchase, landing page performance becomes consideration
efficiency, and add-to-cart activity becomes intent formation. That translation is important
because it makes the report suitable for university submission while still remaining connected
to actual campaign practice.

3.12 Research Instrument Description

3.12 Research Instrument Description is examined in the report as part of the larger funnel
logic that supports the Boombay account. The discussion is meant to connect the section to
practical campaign work, so the interpretation stays close to the real data and the business
objective. This helps the report move in a structured manner and prevents any part of the
analysis from becoming isolated. The section therefore contributes to the overall understanding
of how the account performs and what the agency can improve in future campaign cycles.

The research instrument is best understood as the structured performance analysis workbook
used for extracting and organising campaign data. In this study, the workbook is the equivalent
of a field instrument because it defines the metrics, the time periods, the funnel stages, and the
calculation logic. It ensures that every data point is treated consistently and that the analysis
can be repeated without changing the measurement rule.

The workbook was designed in a way that mirrors the decision flow of performance marketing
work. First, the raw campaign data is reviewed. Then the metrics are grouped by funnel stage.
After that, monthly summaries, ratios, and comparisons are calculated. This sequence makes
the study more systematic and reduces the chance of confusion between reach-based metrics
and conversion-based metrics. It also supports transparency because each result can be traced
back to the original data source.

In a secondary data study, the research instrument is best understood as the structured analytical
workbook or framework used to organise the data. In this project, the instrument consists of
the exported Meta Ads Manager records, the monthly summary sheets, the funnel drop-off

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sheet, the comparative campaign sheet, and the chart sheet. These components together
function like a measurement instrument.

The value of describing the instrument this way is that it keeps the study transparent. Anyone
reviewing the analysis can see how the figures were organised and how the conclusions were
reached. The instrument is therefore not a questionnaire, but a reporting and analysis structure
built around the campaign dataset.

3.13 Validity of Instrument

The validity of the instrument is supported by the fact that the metrics are standard performance
indicators used widely in digital advertising. Each metric aligns with a known stage of the
funnel and serves a clear business purpose. This makes the instrument logically valid because
it measures what the study intends to examine. The structure also improves content validity
because the selected metrics are not random; they are directly relevant to the research objective.
That strengthens the reliability of the final interpretation.

The validity of the instrument comes from the fact that the data was recorded directly by Meta
Ads Manager and is therefore aligned with the actual campaign events. The metrics used are
standard industry metrics, which means they measure what they are intended to measure. Reach
measures exposure, CTR measures interest, purchases measure conversion, and ROAS
measures profitability.

Construct validity is also supported because each metric is mapped to a funnel stage. This
makes the measurements theoretically consistent. Content validity is strong because the study
includes a complete set of awareness, consideration, and conversion variables. The instrument
therefore measures the right things for the research question.
3.14 Reliability of Instrument
The reliability of the instrument comes from consistency in data capture and calculation. Since
the data is recorded through the platform and then organised with fixed formulas, the same
method can be applied repeatedly. This reduces the risk of inconsistent reporting. The study
therefore gains reliability through stable measurement rather than subjective estimation. That
is especially important in performance marketing where repeated review should lead to similar
results when the data is the same.

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Reliability means the measurements are consistent and repeatable. The study's data is reliable
because the source platform records the same kind of event in the same way throughout the
period. The calculations are also formula based, which means they can be reproduced. Monthly
and campaign summaries are cross-checked against the raw records so that totals remain
consistent.

The reliability of the instrument is strengthened by the use of a clear record trail. Each monthly
figure can be traced back to the campaign data, and each derived ratio can be recalculated if
needed. This makes the analysis dependable and suitable for academic reporting. It also reduces
the possibility of accidental error in the interpretation.

3.15 Limitations of Methodology

The methodology has limitations because it depends on one account and one platform. It cannot
explain all consumer behaviour, and it cannot capture every external factor that influences
sales. However, the method still remains suitable for the purpose of the study because it focuses
on the data that is directly available and directly relevant. The limitations therefore define the
scope of the report rather than undermine it. That is a common and acceptable position in
applied business research.

The methodology has some limitations. The analysis is based on recorded campaign data,
which means it reflects platform-level attribution rather than the full offline customer journey.
The study also does not include qualitative customer responses that could explain why a user
decided not to purchase. In addition, the campaign environment may have been affected by
seasonal demand or algorithmic learning that cannot be fully isolated.
Another limitation is that the report focuses on one brand in one agency setting. That makes
the findings rich and practical, but not automatically universal. Even so, the methodology is
strong enough for the purpose of a university project because it uses authentic data, clear
formulas, and logically selected tools. The chapter therefore remains methodologically sound
within its scope.

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3.16 Chapter Summary
This chapter explained how the study was conducted. It described the research design, data
source, study period, sample size, variables, funnel framework, statistical tools, instrument
structure, validity, reliability, and limitations. The methodology is appropriate for a
performance marketing study because it is grounded in actual campaign records and produces
interpretable results. The next chapter presents the analysis and interpretation of the data.

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 CHAPTER 4 - DATA ANALYSIS AND INTERPRETATION
4.1 Introduction
Introduction is examined in the report as part of the larger funnel logic that supports the
Boombay account. The discussion is meant to connect the section to practical campaign work,
so the interpretation stays close to the real data and the business objective. This helps the report
move in a structured manner and prevents any part of the analysis from becoming isolated. The
section therefore contributes to the overall understanding of how the account performs and
what the agency can improve in future campaign cycles.

This chapter presents the core numerical analysis of the study. The dataset contains 1,833 daily
ad-level records from six Meta Ads campaigns managed by Wirality Media for Boombay over
a seven-month period. The analysis begins with descriptive statistics, then moves to funnel
conversion, campaign-wise comparison, monthly trend analysis, correlation analysis, funnel
drop-off measurement, interpretation of key metrics, and graphical presentation. Each part is
linked to the study objectives so that the report remains focused on performance marketing
behaviour rather than isolated statistics.

The chapter is structured to move from general patterns to specific interpretation. Descriptive
statistics show how the data is distributed. Funnel analysis shows where users move and where
they stop. Campaign analysis shows which campaign format performed better. Trend analysis
shows how results changed over time. Correlation analysis shows which metrics are closely
linked to purchases. Together, these sections produce a full picture of campaign effectiveness.

4.2 Descriptive Statistical Analysis

4.2 Descriptive Statistical Analysis is examined in the report as part of the larger funnel logic
that supports the Boombay account. The discussion is meant to connect the section to practical
campaign work, so the interpretation stays close to the real data and the business objective.
This helps the report move in a structured manner and prevents any part of the analysis from
becoming isolated. The section therefore contributes to the overall understanding of how the
account performs and what the agency can improve in future campaign cycles.
Descriptive statistics provide the foundation for the rest of the analysis. They help summarise
the campaign dataset in a way that reveals both the central tendency and the spread of the
values. In performance marketing, this is important because some ads can behave very

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differently from the average. A few high-spend or high-return records can distort the mean,
while the median can show the more typical performance level. The comparison of these
measures helps interpret the stability of the campaign.

The descriptive analysis in this study uses spend, impressions, CTR, add-to-cart, purchases,
cost per purchase, and ROAS as key indicators. These measures were chosen because they
cover the entire journey from exposure to revenue. The table below presents the summary
statistics that guide the interpretation of campaign behaviour across all 1,833 records.

4.2.1 Mean Analysis

Mean analysis gives an average view of performance and is useful for identifying the typical
level of the campaign metrics. However, the mean must be read carefully because a few very
large values can pull it upward. In this study, that possibility is especially important for spend
and ROAS, where high variation can distort the average. The mean therefore helps describe
the dataset, but it is interpreted together with the median and standard deviation to avoid
overstatement.

The mean values represent the average daily condition across the dataset. The average spend
of ₹531.29 indicates that the campaign included many low-spend records as well as a few high-
spend days. The average impressions of 2,434.06 per record show that the campaigns reached
a consistent volume of users at the daily-ad level. The average CTR of 2.31 percent suggests
that the ad creatives were capable of generating meaningful interaction in a competitive feed
environment.

The mean add-to-cart value of 9.66 and mean purchases of 2.53 show that the campaigns were
able to generate real intent rather than only passive engagement. In purchase campaigns, this
is important because cart activity is a stronger signal than click alone. The mean cost per
purchase of ₹491.34 suggests a moderately efficient acquisition cost, while the mean ROAS of
4.41x reflects the positive influence of a small number of exceptional records.

4.2.2 Median Analysis

Median analysis is useful because it shows the central value without being strongly affected by
outliers. This makes it especially helpful in performance marketing data, where a few ads may

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produce unusually high or low results. The study uses the median to understand the more
typical campaign pattern. This gives a better sense of what a normal day or campaign record
looks like compared with the mean alone. It is therefore a stabilising measure in the analysis.
The median values describe the more typical record in the dataset. A median spend of ₹254.11
is much lower than the mean, which indicates a skewed distribution with some large-budget
days. The median impressions of 841.00 show that half the records generated less than this
level and half generated more. The median CTR of 1.80 percent is a strong reminder that not
every record achieved the high average engagement implied by the mean.

The median purchases of 2.00 and median cost per purchase of ₹396.72 give a more realistic
sense of normal performance. The median ROAS of 2.01x is especially useful because it
reflects a steady but not extreme return. In practical campaign review, the median is often more
helpful than the mean because it represents what a marketer can expect in a typical situation
rather than in a special outlier case.

4.2.3 Standard Deviation Analysis

Standard deviation shows how widely the values spread around the average. This is important
because a campaign with a high average but very high variation may not be as dependable as a
campaign with a slightly lower average but steadier output. The study uses this measure to
understand whether the account behaves consistently or swings sharply across days and
campaigns. That helps identify how much confidence can be placed in the average figures. In
practical terms, it shows the stability of the account.

Standard deviation shows how spread out the data is from the average. A high standard
deviation in spend and impressions means that campaign delivery was highly uneven across
records. This is not necessarily a weakness. In performance marketing, uneven distribution
often appears when budgets are shifted toward better-performing ads. However, high variation
also means that the account contains both stable and volatile performance patterns.
The standard deviation of ROAS is particularly large at 31.99, which is much higher than the
central average. This confirms that the ROAS series contains strong outliers. Some ads returned
much more than the average, while others delivered far less. For interpretation, this means the
campaign should not be judged only by the average ROAS. It should also be judged by the
consistency of return across records.

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4.2.4 Minimum and Maximum Analysis
Minimum and maximum values help the report see the full range of campaign behaviour. They
show the lowest and highest points in the dataset and help reveal whether some records are
unusually strong or weak. This is useful when considering budget allocation because extreme
values may indicate special conditions rather than normal behaviour. The study uses this
analysis to understand the boundaries of performance. That gives the report a more complete
numerical picture.

The minimum and maximum values reveal the range of performance. A minimum spend of
zero and minimum impressions of zero indicate that some records were not actively delivering.
The maximum spend of ₹4,323.90 shows that a few records received concentrated budget. The
maximum impressions of 1,53,601 and maximum CTR of 80 percent indicate strong delivery
spikes in isolated records, although such values are usually due to very small impression bases
or unusual campaign conditions.

The maximum purchases of 14 and maximum ROAS of 822.97x show that exceptional
efficiency was possible under certain conditions. These records are important because they
suggest that specific combinations of creative, audience, or timing worked extremely well. The
minimum and maximum analysis therefore helps locate both risk and opportunity within the
dataset.

4.3 Funnel Conversion Analysis

4.3 Funnel Conversion Analysis is examined in the report as part of the larger funnel logic that
supports the Boombay account. The discussion is meant to connect the section to practical
campaign work, so the interpretation stays close to the real data and the business objective.
This helps the report move in a structured manner and prevents any part of the analysis from
becoming isolated. The section therefore contributes to the overall understanding of how the
account performs and what the agency can improve in future campaign cycles.
The funnel conversion analysis is one of the most important parts of the study because it shows
how the account behaves from initial exposure to final sale. A large reach number alone is not
enough to describe success. What matters more is how much of that reach turns into clicks,
how much of the click traffic reaches the landing page, and how much of the landing page

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traffic finally becomes purchase activity. This layered reading helps explain the real efficiency
of the account.

The study found that the funnel does not break down evenly across all stages. Some stages are
relatively healthy, while one or two stages create more loss than others. That pattern is
important because it tells the agency where improvement can have the greatest effect. A one
percent improvement in a weak stage can sometimes produce more value than a bigger increase
in a stage that is already performing reasonably well. That is why funnel analysis should be
used as an optimisation tool, not just as a reporting format.

Funnel conversion analysis is central to this study because it explains how users moved from
ad exposure to purchase. The overall funnel numbers show that Boombay's campaigns
achieved strong mid-funnel and bottom-funnel efficiency, even though the top-of-funnel
conversion rate is naturally low, as is typical in digital advertising. The table below shows the
stage-wise volume and conversion rate across the full study period.

The awareness stage reached 42,31,076 users, which shows that the campaign had strong scale.
This matters because a purchase funnel must begin with enough audience exposure. However,
awareness alone does not create revenue. The real value appears when the users move to the
next stage. In this study, only 1.12 percent of reached users clicked on the ad, which is normal
for broad social advertising but still indicates that the message must work hard to turn passive
viewing into active interest.

4.3.1 Awareness Stage Analysis

The awareness stage represents the first exposure to the brand and is usually measured through
reach and impressions. At this stage, the main question is whether the campaign is reaching the
right audience at a reasonable cost. Awareness does not create revenue immediately, but it
creates the base on which later stages depend. In the Boombay account, awareness is important
because it introduces a niche product to new users and warms them for later action. The stage
therefore has strategic value even when it does not produce direct conversions.

The awareness stage performed well because the campaign created broad visibility. Reach and
impressions were sufficient to ensure that the brand was not restricted to a small audience. In

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social advertising, this is important because scale creates the opportunity for later conversion.
The campaign did not suffer from lack of delivery at the top of the funnel.

At the same time, awareness metrics should not be overinterpreted. A large number of
impressions does not guarantee sales. Awareness works best when the creative is relevant and
the audience is defined with enough precision. The Boombay campaign appears to have
achieved a workable balance between scale and targeting, which is why the later funnel stages
had enough traffic to analyse meaningfully.

4.3.2 Interest Stage Analysis

The interest stage analysis shows whether exposure turned into active response. When users
click, they are showing that the message, creative, or offer was strong enough to encourage a
closer look. This stage is valuable because it reveals the effectiveness of the ad in attracting
attention from the right audience. If the interest stage is weak, the campaign may need better
creative or more accurate targeting. The report therefore treats it as a central diagnostic stage.
Interest is shown through clicks and CTR. The study found that interest existed, but it was not
the strongest part of the funnel. This is not unusual because many social media users consume
content without immediate action. Still, CTR matters because it shows whether the ad message
was engaging enough to make users explore further. A weak CTR would have limited the entire
campaign.

The fact that traffic moved beyond awareness into clicks at a measurable level means that the
campaign creative was at least relevant enough to prompt action. However, the study later
shows that click behaviour does not always translate into purchase behaviour. That is why
interest alone should not be used as the main measure of campaign success.

4.3.3 Consideration Stage Analysis

The consideration stage is where attention becomes active interest. Users at this stage have
already noticed the ad and are now taking a closer look by clicking or visiting the landing page.
This stage matters because it reveals the quality of the ad message and the relevance of the
audience. If this stage is weak, the campaign may still look visible but will fail to produce
enough useful traffic. The study treats this stage as one of the most important because it links
awareness to actual engagement.

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Consideration is the stage at which user intent starts to become visible. The landing page view
rate of 65.42 percent indicates that most clickers did not face major post-click failure, although
the remaining loss is still significant. This stage is important because it connects the ad promise
to the actual site experience. If the page does not load or does not match the ad message, the
funnel weakens quickly.

The study suggests that the landing stage is one of the most practical areas for improvement.
A stronger page load experience, faster mobile response, and clearer product-message
continuity could reduce drop-off here. Since the landing stage still retains more than two-thirds
of the traffic, even a moderate improvement could increase later-stage volume without
necessarily increasing ad spend.

4.3.4 Add-to-Cart Analysis

Add-to-cart analysis is important because it marks a strong sign of purchase intent. A user who
adds a product to the cart has moved beyond curiosity and is now behaving like a potential
buyer. For the Boombay account, this stage is especially valuable because it shows which
campaigns are capable of creating serious buying interest. The study therefore treats cart
activity as one of the most informative bottom-funnel signals. It is also a strong predictor of
final sales.

Add-to-cart is one of the strongest signals in the study. A 29.52 percent conversion from
landing page view to cart shows that the product pages are persuasive and that users who reach
them often find the offer credible. In D2C e-commerce, this is a valuable sign because cart
activity usually indicates genuine purchase intent. It is stronger than a simple click and more
informative than an impression.
The high add-to-cart rate suggests that Boombay's product presentation, flavour appeal, and
value proposition were effective once the user entered the website environment. This is a
positive finding because it means the campaign does not fail at the product persuasion stage.
Instead, it fails more significantly before users reach the site or before they complete the final
purchase step.

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4.3.5 Purchase Conversion Analysis
Purchase conversion analysis is the final test of campaign effectiveness. It shows whether the
earlier stages of the funnel were successful enough to create actual revenue. This stage is not
only important for reporting; it is also important for budget decisions because it confirms
whether the campaign is commercially viable. The study uses purchase conversion to interpret
the real business contribution of Meta Ads. That gives the report a clear end point in financial
terms.

The cart-to-purchase conversion rate of 19.23 percent is a strong result. It shows that nearly
one-fifth of users who added a product to cart completed the purchase. This indicates that the
checkout flow and transaction environment were working reasonably well. For a consumer
brand, this is a crucial bottom-funnel outcome because it directly produces revenue.

Still, the 80.77 percent cart abandonment figure suggests that there is room for improvement.
Cart abandonment is common in e-commerce, but it remains a major revenue recovery
opportunity. The campaign therefore appears to have a relatively healthy bottom funnel, yet
the absolute number of lost carts is still large enough to justify retargeting and checkout
optimisation.

4.4 Campaign-wise Comparative Analysis

Comparative analysis makes it possible to compare one campaign or month against another
and see which one performed better under similar conditions. This is useful because
performance marketing rarely stays constant. Budgets shift, audiences change, and results
move with them. Comparison helps interpret those shifts in a disciplined way. The present
study uses this method to highlight both the best-performing and the weakest-performing
periods in the Boombay account.
The campaign-wise comparison helps show which campaign structures produced better results.
Six campaigns are compared in terms of spend, impressions, reach, clicks, purchases, revenue,
and ROAS. This comparison is useful because campaigns serve different functions. An
awareness campaign should not be judged in the same way as a sales campaign. However, the
table still reveals how different formats contributed to the overall account performance.

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The Sales Test Oct'25 campaign was the highest-spend campaign and also the largest revenue
driver. It produced the strongest click volume and the highest purchase count. Its ROAS of
1.59x indicates a moderate but positive return. This campaign likely served as a testing and
scaling phase that helped the account establish a purchase baseline.

4.4.1 Sales Test Campaign Analysis

The Sales Test campaign is useful because it shows what a high-volume sales structure can
achieve when enough budget and delivery are available. It provides a strong reference point
for understanding the account’s sales capacity. At the same time, high volume does not
automatically mean the best efficiency, so this campaign must be interpreted with both scale
and return in mind. The study uses it as a benchmark for other campaign types. That helps
distinguish volume leadership from profitability leadership.

The Sales Test campaign acted as the main early sales driver. It handled the largest spend and
generated the largest number of purchases. Its strong click volume suggests that the creative
and audience combination initially worked well at the traffic and conversion stages. The
campaign also set the foundation for later optimisation because it generated enough data for
learning.

From a managerial perspective, this campaign shows that broad sales objectives can work when
the offer is clear and the audience is responsive. However, the ROAS of 1.59x also suggests
that the campaign had room for improvement in cost efficiency. It was successful in scale, but
not the most refined in return terms.

4.4.2 Awareness Campaign Analysis

The Awareness campaign serves a different purpose from the purchase campaigns, so it should
be interpreted on its own terms. Its role is to build audience exposure and support later sales
activity rather than to generate direct purchases. That is why the study does not judge it only
through ROAS. Instead, it is read as a top-of-funnel investment that contributes to the larger
account structure. This distinction makes the analysis more fair and more practical.

The awareness campaign deserves a separate reading because its goal was not direct purchase.
It generated a very high reach and impression total, which is exactly what an awareness

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campaign should do. The absence of purchases does not weaken the result because the
campaign objective was top-of-funnel visibility. In a funnel system, this type of campaign plays
a support role.

The campaign is still valuable because it likely increased familiarity with the Boombay brand
and created an audience pool for later conversion campaigns. For this reason, awareness
campaigns should be assessed on cost per reach, cost per thousand impressions, and audience
scale rather than on direct ROAS alone.

4.4.3 Advantage+ Campaign Analysis

The Advantage+ campaign analysis helps the report understand the role of automation in
campaign delivery. Automated campaign structures can widen reach and simplify
management, but they may not always produce the most efficient purchase outcome for every
brand. This is important for Boombay because a niche product often needs more precise
targeting. The study therefore examines whether automation helped or diluted efficiency. That
comparison is useful for future campaign planning.

The Advantage+ sales campaign generated positive results, but its cost efficiency was below
the best manual sales campaign. Advantage+ can be useful because it expands delivery and
helps the algorithm discover converting users. However, the data shows that automated
delivery is not always the most efficient route for a niche D2C product with a defined customer
profile.

This suggests a balanced strategy. Advantage+ can be used for scale and testing, but manual
campaign refinement may still be better for stronger purchase efficiency. The study therefore
does not reject automation; it simply shows that automation should be used with care and
compared against more controlled structures.

4.4.4 Catalog Campaign Analysis

Catalog campaign analysis is important because catalog ads often support users who are already
familiar with the product. They are usually not the only source of new demand, but they can
help move users closer to purchase. The study uses this section to see whether catalog activity
provided a useful supporting role in the account. This makes the analysis more complete

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because not every campaign type has the same job. The result also helps the agency decide
where catalog ads fit best.

Catalog campaigns produced smaller purchase volumes but positive ROAS. This is important
because it shows that catalog ads can still contribute to sales, especially when users are already
familiar with the brand or product. Their strength lies in dynamic product presentation and
direct re-engagement with users who have shown interest earlier.

However, the relatively low spend and low purchase volume indicate that catalog campaigns
are not the best primary acquisition engine for this account. They are more effective as a
support layer inside the funnel. The study therefore treats them as useful but supplementary.

4.5 Monthly Trend Analysis

Trend analysis helps the report understand performance over time rather than in one isolated
month. This matters because campaign results often change as budgets are adjusted, audiences
are warmed, and creatives are refreshed. A month-by-month view can show learning, fatigue,
recovery, or seasonal effects. The study uses trend analysis to explain why some months
perform better than others and what that means for future planning. It gives the report a time-
based perspective that simple totals cannot provide.

Monthly trend analysis is useful because performance marketing rarely stays constant.
Campaign learning, audience fatigue, seasonality, and budget movement all influence results.
The monthly table below shows how spend, impressions, clicks, add-to-cart, purchases,
revenue, and ROAS changed from October 2025 to April 2026. This provides a clear timeline
of performance development.

October 2025 represented the early learning phase. The ROAS of 1.31x is respectable for a
developing account because it reflects the point at which the algorithm is still gathering signals.
November improved on this, helped by strong awareness delivery and the early impact of sales
campaigns. The rise in impressions during November shows that the brand was being shown
more widely, which supported later funnel movement.

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4.5.1 October 2025 Analysis
October 2025 is useful as a baseline month because it reflects the early stage of campaign
learning. The account is still gathering signals, and the optimisation process is not yet mature.
That means the month shows the starting point from which later improvements can be judged.
The study uses October to establish a comparison base for spend, traffic, and purchases. It is
therefore a reference point rather than a final performance peak.

October 2025 marked the starting point of the study period. The campaign was still finding its
footing, and performance reflected an early learning phase. Spend was moderate, and the
purchase result showed that the campaign could already convert traffic into revenue. This is
important because early-stage campaigns often struggle until enough optimisation data has
been collected.

The ROAS of 1.31x indicates that the account was not yet fully refined, but it was already
moving in a positive direction. In a practical sense, October served as the reference month
against which later improvements can be judged.

4.5.2 November 2025 Analysis

November 2025 shows how performance can change when the account begins to collect
stronger audience and delivery signals. This month is important because it often reflects the
effect of earlier learning and creative positioning. The study uses it to see whether improved
delivery translated into better engagement or stronger sales efficiency. That makes November
a useful month for understanding early optimisation effects. It also helps interpret the account’s
seasonal movement.
From a managerial view, November is useful because it shows what happens when a campaign
gains more delivery but still keeps conversion alive. It is not the top month in purchase volume,
but it is one of the key months in building campaign momentum.

4.5.3 December 2025 Analysis

December 2025 is a strong month for evaluating seasonal demand. For food and gourmet
products, the period before holidays often brings stronger buying intent. The study uses
December to observe how the account responded to that market behaviour. The month
therefore helps separate platform learning from seasonal demand strength. That distinction is

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important because it shows whether the account benefits from both timing and campaign
structure.

4.5.4 January 2026 Analysis

January 2026 is useful for understanding how the account performs after the festive period.
Many campaigns lose momentum when seasonal demand declines, so stable performance in
January would indicate a healthy structure. The study uses this month to examine whether
optimisation carried forward from December. That makes January a transition month between
peak demand and more normal performance conditions. It therefore adds important context to
the trend analysis.

4.5.5 February 2026 Analysis

February 2026 is significant because it shows whether the account could maintain efficiency
at a more controlled spend level. A good February result would suggest that the campaign had
learned enough to deliver better quality traffic. The study uses this month to test the strength
of the optimisation process. This helps determine whether the account’s later performance was
due to better targeting or simply lower spend. The month therefore has diagnostic value.

4.5.6 March 2026 Analysis

March 2026 is a valuable stress test for the account because it often reveals whether scaling
creates pressure on efficiency. If spend rises but return weakens, the campaign may be reaching
a less responsive audience or suffering from fatigue. The study uses March to examine that
risk. This month is therefore important not because it is the best performer, but because it
exposes the boundary of efficient scaling. That helps the agency plan future budget movement
more carefully.

4.5.7 April 2026 Analysis

April 2026, though partial, is useful because it shows whether the account was recovering
efficiency after earlier fluctuations. A strong partial month can indicate that refinements are
beginning to work again. The study uses April as a final signal of learning maturity. That makes
it a valuable closing point for the monthly trend analysis. It also suggests that better planning
could continue to improve the account in later periods.

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4.6 Correlation Analysis
Correlation analysis is helpful because it shows whether two variables move in the same
direction, even if it does not prove causation. In performance marketing, that distinction is
important because a metric may look good but still not lead to revenue. The study uses
correlation to examine which stages of the funnel are most closely connected to purchase
activity. That helps avoid decisions based on weak or misleading indicators. Correlation
therefore adds strategic depth to the report.

The matrix suggests that add-to-cart is the strongest predictor of purchases, while CTR is a
weak predictor. This is a valuable insight because it challenges a common tendency to focus
too heavily on click-through rate. The analysis shows that a campaign can generate interest
without necessarily creating sales. The table below shows the relationships among the key
variables.

Table 4.5: Pearson Correlation Matrix - Key Meta Ads Metrics

Metric Spend CTR Link Clicks Add to Cart Purchases

Ad Spend (₹) 1.00 0.06 0.53 0.67 0.65

CTR (%) 0.06 1.00 0.24 0.02 0.06

Link Clicks 0.53 0.24 1.00 0.41 0.42
Add to Cart 0.67 0.02 0.41 1.00 0.70
Purchases 0.65 0.06 0.42 0.70 1.00

4.6.1 Ad Spend vs Purchases

The relationship between ad spend and purchases helps explain whether budget increases are
producing meaningful commercial output. A positive relationship is expected in performance
marketing, but the strength of that relationship matters. If the connection is only moderate, then
scaling must be done carefully because extra spend may not lead to proportional gain. The
study uses this comparison to understand whether the account is efficient at turning investment
into sales. That makes the relationship strategically important.

The correlation between ad spend and purchases is moderately strong at 0.65. This means that
budget increases generally helped increase purchase volume, but the relationship was not

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perfectly linear. That is consistent with performance marketing practice, where additional
spend can improve results up to a point, after which returns begin to flatten.

The result suggests that budget does matter, but it must be directed to the right campaign
structure. Spend alone is not enough. The quality of audience, creative, and landing experience
still shapes the final purchase result.

4.6.2 CTR vs Purchases

CTR versus purchases is an important comparison because it tests whether creative engagement
is actually translating into buying behaviour. A campaign can achieve a strong click rate and
still fail to produce sales if the traffic is weak or the landing experience is poor. The study uses
this metric pair to challenge the idea that clicks alone are a reliable success signal. That helps
the report move from vanity engagement toward commercial interpretation. It is therefore a
key analytical comparison.

CTR has a very weak relationship with purchases at 0.06. This is one of the most important
findings in the study because it shows that a high click-through rate does not automatically
mean high purchase output. Users may click because the ad is attractive, but they may not buy
once they reach the website.

This means CTR should be viewed as a supporting metric rather than the final success metric
for purchase campaigns. It remains useful for creative testing, but it should not be the main
optimisation goal when the campaign objective is revenue.
4.6.3 Link Clicks vs Purchases
Link clicks versus purchases shows whether traffic volume is being converted into actual
revenue. A moderate relationship would suggest that traffic alone is not enough and that the
post-click experience matters a great deal. This is useful for the Boombay account because the
website and product page must support the promise made by the ad. The study uses this
comparison to assess the quality of traffic, not only the quantity. That makes the analysis more
practical.

The relationship between link clicks and purchases is moderate at 0.42. This indicates that
traffic does matter, but not all traffic is equally valuable. Some clicks are likely more intent-

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driven than others. The finding supports the idea that post-click experience is crucial because
even when traffic is strong, the final purchase still depends on the landing page and product
value proposition.

This result makes a strong case for analysing post-click metrics such as landing page views and
add-to-cart events. Traffic must be evaluated in context rather than as a stand-alone success
signal.

4.6.4 Add-to-Cart vs Purchases

Add-to-cart versus purchases is one of the strongest comparisons in the study because cart
activity is a direct signal of buying intent. If the correlation is strong, it means that the campaign
is already attracting users who are close to conversion. That is especially valuable because it
shows where the account is strongest in the funnel. The study uses this relationship to confirm
that bottom-funnel behaviour is a reliable predictor of actual sales. This makes cart activity a
central optimisation metric.

Add-to-cart and purchases have the strongest correlation in the matrix at 0.70. This confirms
that cart activity is the best predictor of final conversion. When users add a product to the cart,
they are already showing a strong purchase signal. If they do not complete the order, the issue
is likely to be checkout friction, hesitation, or external interruption.

This is one of the most actionable insights in the entire study. It suggests that any campaign
strategy intended to improve purchases should focus heavily on increasing cart actions and
reducing cart abandonment. In practice, this means stronger product pages, better retargeting,
and more persuasive checkout design.

4.7 Funnel Drop-off Analysis

4.7 Funnel Drop-off Analysis is examined in the report as part of the larger funnel logic that
supports the Boombay account. The discussion is meant to connect the section to practical
campaign work, so the interpretation stays close to the real data and the business objective.
This helps the report move in a structured manner and prevents any part of the analysis from
becoming isolated. The section therefore contributes to the overall understanding of how the
account performs and what the agency can improve in future campaign cycles.

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Drop-off analysis helps identify exactly where volume is lost inside the funnel. Instead of
looking only at final conversion, the study examines transitions between clicks and landing
page views, landing page views and cart actions, and carts and purchases. This is useful because
each stage has a different reason for loss. Some users drop off because of technical friction,
while others leave because they are not yet ready to buy.

The table below summarises the major drop-off points. It shows that the biggest loss occurs
between cart and purchase, followed by the landing-to-cart transition. The click-to-landing loss
is also important because it suggests that some of the traffic never fully reaches the website
experience.

Table 4.6: Funnel Drop-off Analysis

Stage Volume Stage Conversion Drop-off Rate Interpretation
One of the most
Click to Landing 47,517 -> 31,086 65.42% 34.58% important friction
points in the funnel

Visitors compare
the offer before
Landing to Cart 31,086 -> 9,176 29.52% 70.48%
showing purchase
intent

Checkout friction
and hesitation
Cart to Purchase 9,176 -> 1,765 19.23% 80.77%
remain the main
concern

The click-to-landing drop-off of 34.58 percent suggests that a considerable share of interested
users did not complete the transition from the platform to the website. This could happen
because of slow load time, user distraction, or mismatch between the ad promise and the page
experience. The landing-to-cart drop-off is larger, which indicates that many visitors are still
evaluating the offer before making an intent decision. The cart-to-purchase drop-off is the
largest, showing that the final checkout stage remains the clearest recovery opportunity.

4.8 Interpretation of Key Metrics

4.8 Interpretation of Key Metrics is examined in the report as part of the larger funnel logic
that supports the Boombay account. The discussion is meant to connect the section to practical

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campaign work, so the interpretation stays close to the real data and the business objective.
This helps the report move in a structured manner and prevents any part of the analysis from
becoming isolated. The section therefore contributes to the overall understanding of how the
account performs and what the agency can improve in future campaign cycles.

The interpretation below focuses on the practical meaning of ROAS, CPC, CTR, and purchase
conversion. These are the metrics most useful for a purchase-oriented campaign. They tell the
story of whether the campaign is economical, whether the message is engaging, whether the
traffic is valuable, and whether the funnel is commercially healthy.

4.8.1 ROAS Interpretation

ROAS interpretation is central to the study because it shows how much revenue is produced
for each unit of spend. A positive ROAS suggests that the campaign is commercially viable,
but the figure still needs context. The same ROAS can mean different things depending on
campaign type, seasonality, and margin structure. The study therefore treats ROAS as a key
business metric while still reading it alongside other funnel measures. That keeps the
interpretation balanced and realistic.

ROAS is the clearest profitability metric in the study. A ROAS above 1.00 means that the
campaign generated more revenue than the ad spend. The monthly data shows that ROAS
stayed positive throughout the study period, which means the campaigns remained
commercially viable. The strongest ROAS month was February 2026, while March 2026
showed the weakest return.

The presence of a positive ROAS across the account indicates that the campaign structure was
fundamentally sound. However, the variation from month to month shows that profitability
was not perfectly stable. This suggests that future management should focus on consistency,
not just isolated high-return months.

4.8.2 CPC Interpretation

CPC interpretation helps the report understand the cost of traffic generation. A low CPC is
useful only if the traffic is relevant and capable of moving deeper into the funnel. That is why
this metric cannot be read in isolation. The study uses CPC to evaluate the efficiency of early

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engagement while still checking whether the traffic quality remains strong. This ensures the
metric is interpreted in commercial terms rather than as a vanity saving.

CPC is important because it shows how efficiently traffic was purchased. A lower CPC
indicates that the campaign could attract clicks at a smaller cost, while a higher CPC suggests
more expensive traffic. In performance marketing, CPC is useful but not sufficient on its own
because cheap clicks are not always good clicks. What matters is whether those clicks move
toward purchase.

The Boombay study suggests that traffic efficiency should be monitored alongside downstream
behaviour. A reasonable CPC becomes valuable only when it leads to landing page visits, cart
activity, and purchases. That is why the report treats CPC as a support metric rather than a final
success metric.

4.8.3 CTR Interpretation

CTR interpretation shows how compelling the ad creative and targeting combination was at
the first response level. A good CTR indicates that users noticed the ad and were interested
enough to click. However, the study also shows that CTR alone does not prove purchase
success. That is why this interpretation is kept connected to the later funnel stages. CTR is
useful, but it should be treated as an entry signal rather than a final measure.
CTR indicates how attractive the ad was in the feed. A stronger CTR usually means the
creative, offer, and audience match were reasonably effective. In this study, the average CTR
is strong enough to suggest that the ads were able to earn attention. However, the correlation
analysis shows that CTR does not strongly predict purchases. That is a critical insight.

The implication is that creative relevance must be evaluated beyond the click. A creative can
look appealing and still fail to convert. For purchase campaigns, CTR should therefore be
interpreted as an entry metric, not the final verdict on campaign success.

4.8.4 Purchase Conversion Interpretation

Purchase conversion interpretation is the most direct measure of campaign completion. It
shows whether the funnel actually turned interest into revenue. In the Boombay account, this
stage is important because it confirms whether the paid social strategy is contributing to

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business results. The study reads purchase conversion together with cost per purchase and
ROAS to understand both volume and efficiency. That gives the final interpretation greater
practical value.

Purchase conversion is the most important output measure in this study because it shows
whether the funnel produced actual sales. The campaign generated 1,765 purchases over the
study period, which is a solid result for a D2C brand in a competitive social media environment.
The cart-to-purchase rate is also healthy, which indicates that the later part of the funnel is
functioning reasonably well.

Still, the study shows that the most meaningful improvement opportunity is not in the final
purchase step alone. It is in reducing the loss before the user reaches the site and before the cart
becomes a purchase. This means the report's recommendations focus on funnel friction,
retargeting, and audience refinement rather than on conversion alone.

4.9 Graphical Representation and Analysis

4.9 Graphical Representation and Analysis is examined in the report as part of the larger funnel
logic that supports the Boombay account. The discussion is meant to connect the section to
practical campaign work, so the interpretation stays close to the real data and the business
objective. This helps the report move in a structured manner and prevents any part of the
analysis from becoming isolated. The section therefore contributes to the overall understanding
of how the account performs and what the agency can improve in future campaign cycles.

The chart section is especially important in a business report because visual trends often reveal
patterns more quickly than tables. A rising or falling line, a dip in ROAS, or a spike in spend
can be understood immediately. The charts below are therefore an essential part of the
interpretation process.

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 Chart 4.1: ROAS Trend Chart

The ROAS trend shows a general movement from the learning phase in October toward
stronger efficiency in February and April. The sharp dip in March is visible in the line and
confirms that the account faced a temporary scaling or saturation issue. The chart supports the
view that performance improved over time but not in a perfectly linear way.

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 Chart 4.2: Monthly Spend Trend Chart

The monthly spend chart shows that investment levels were not uniform. March received the
highest spend, while April was far lower because it is a partial month. This pattern is useful
because it helps explain why ROAS and purchase volume need to be interpreted alongside
budget levels rather than on their own.

Chart 4.3: Monthly Purchase Trend Graph

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The purchase trend shows a strong level of stability between October and March with a clear
peak in December. The line drops in April because that month is partial, but the chart still
indicates that purchase momentum remained reasonably healthy across the study period. This
supports the account's overall purchase orientation.

Chart 4.4: Funnel Conversion Chart

The funnel chart highlights the natural narrowing of the customer journey from reach to
purchase. The sharpest narrowing is visible between reach and clicks, and then again at the
final cart-to-purchase stage. This visual confirms the earlier observation that the campaign
performs best in the mid and lower funnel rather than at the first point of interest.

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 Chart 4.5: Campaign Comparison Chart

The campaign comparison chart shows that the Sales Test campaign generated the largest spend
and the highest number of purchases, while the Sales Revised campaign delivered a stronger
efficiency profile. The awareness campaign stands out as a visibility campaign rather than a
direct sales campaign. The chart makes clear that different campaign types have different roles
inside the account.

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 Chart 4.6: Add-to-Cart Trend Graph

The add-to-cart chart shows that intent remained reasonably strong across the study period,
with notable peaks in December and March. This is important because the cart stage is the best
predictor of purchases in the correlation analysis. The chart therefore supports the idea that the
account had solid product interest even when ROAS fluctuated.

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 Chart 4.7: Campaign CTR Comparison Graph

The CTR chart compares ad engagement across campaigns. The sales-oriented campaigns
generally show stronger engagement than the awareness or catalog campaigns, although
engagement alone does not guarantee sales. The chart supports the conclusion that CTR is
useful for creative assessment but should not be the sole optimisation metric for purchase
campaigns.

4.10 Detailed Interpretation of Findings

The weaker point is the transition from click to landing page and, in some periods, from landing
page to cart. These are important because they represent avoidable loss. If a user clicks but
does not land properly, the campaign wastes part of its paid attention. If a user lands but does
not add to cart, the product page may not be persuasive enough or may not be aligned with the
promise made in the ad. The study therefore points to continuity as a major managerial issue.

Another important interpretation is that engagement quality matters more than engagement
volume. A high CTR may make a campaign look efficient, but if those clicks do not produce
cart events or purchases, the campaign is not serving the business goal well. In this account,
the strongest signal is not merely click activity but the stronger relationship between add-to-
cart and purchase. That observation gives a practical direction for future optimisation.

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The monthly interpretation also shows that performance should be read in context. Months
with heavier spending did not always produce the best return, which suggests that budget alone
cannot solve performance issues. Audience quality, creative freshness, and timing all played
important roles. That is why the report should be read as a study of marketing discipline rather
than a simple scorecard of ad results.

The combined analysis points to a clear business interpretation. The top of the funnel creates
enough scale, the middle of the funnel creates strong intent, and the bottom of the funnel
converts a fair share of intent into sales. The biggest weakness is not the final purchase stage
by itself. It is the transition from click to landing page and, to a lesser extent, from cart to
purchase. This means the campaign is fundamentally functional but still has room to become
more efficient.

Another key insight is that campaign quality improved over time when the structure was
refined. The better performance seen in the revised sales campaign and in February indicates
that learning and audience quality matter a great deal. The weaker March result shows that
scaling without fresh audience or creative input can reduce efficiency. Overall, the analysis
suggests that Boombay's Meta Ads account is commercially viable, but it would benefit from
stronger funnel management at the post-click stage.

4.11 Chapter Summary

This chapter analysed the campaign data from multiple angles and showed that the Boombay
account achieved meaningful scale, a healthy mid-funnel response, and positive commercial
returns. The most important finding is that add-to-cart behaviour is strongly linked to
purchases, while CTR is weakly linked to purchases. The chapter also showed that campaign
efficiency improved when the account was refined and weakened when scale increased too
quickly. The next chapter converts these findings into practical conclusions and
recommendations.

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 CHAPTER 5 - FINDINGS, SUGGESTIONS, AND CONCLUSION
5.1 Introduction
The final chapter brings together the main learning from the study. It summarises the findings,
suggests practical improvements, and explains the broader meaning of the campaign analysis.
Since the study is based on actual Meta Ads records, the recommendations are intended to be
realistic and usable. They are not abstract suggestions. They are linked to the exact funnel
points where the data showed the greatest opportunity.

The chapter is organised into findings, suggestions, conclusion, and an overall summary. This
structure allows the report to move from evidence to action in a clear sequence. The results are
interpreted with the agency and client context in mind so that the final section can support
future performance marketing decisions for Boombay and Wirality Media.

5.2 Major Findings

The major findings show that the account has a workable structure, but it benefits most from
targeted improvement rather than complete redesign. The findings are not negative in nature;
instead, they show where the account is healthy and where it can be made more efficient. This
is useful because many performance accounts fail to separate structural weakness from
temporary fluctuation. In this study, the funnel clearly shows both persistent strengths and
recurring friction points.

The major findings show that the account has a workable structure, but it benefits most from
targeted improvement rather than complete redesign. The findings are not negative in nature;
instead, they show where the account is healthy and where it can be made more efficient. This
is useful because many performance accounts fail to separate structural weakness from
temporary fluctuation. In this study, the funnel clearly shows both persistent strengths and
recurring friction points.

The findings also suggest that the account has already passed the stage of basic awareness
building. The presence of reach, clicks, cart activity, and purchases confirms that the campaigns
are not operating in isolation. They are functioning as part of a connected journey. The
managerial task now is to improve the efficiency of that journey so that a larger share of paid
attention turns into business result.

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The major findings show that the account had strong scale, useful engagement, healthy intent
formation, and positive revenue generation. The campaigns were not perfect, but they were
commercially productive. The most important issue was not the complete absence of
performance. It was the unevenness of performance across stages and months. The study
therefore identifies both strengths and bottlenecks.

The findings are grouped into funnel-based, campaign-wise, monthly, and correlation-based
insights. This organisation is helpful because each category answers a different kind of business
question. Funnel findings show where the customer moved or stopped. Campaign findings
show which structure worked better. Monthly findings show how the account changed over
time. Correlation findings show which metric relationships matter most.

5.2.1 Funnel-Based Findings

The funnel-based findings show that the account does not fail at the top of the funnel, but it
does lose efficiency as the user moves deeper into the journey. That means the problem is not
one of complete visibility failure. Instead, the issue is a combination of landing friction and
conversion leakage. This is an important finding because it suggests that campaign
improvement should focus on continuity rather than only on wider reach. The study therefore
identifies where the funnel works and where it weakens.

The funnel-based findings show that Boombay's campaigns reached a very large audience and
successfully moved a meaningful share of that audience into action. The awareness stage
created sufficient exposure, the consideration stage retained most of the click traffic, the add-
to-cart stage performed strongly, and the purchase stage converted a healthy share of carts.
This indicates that the campaign was strongest in the middle and lower funnel.

The largest loss occurs before landing page view and again before final purchase. That means
the funnel is functioning, but it is not yet friction-free. The biggest opportunity lies in reducing
the number of users who leave after clicking and improving the final purchase completion rate
among users who already showed intent.

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5.2.2 Campaign-wise Findings
The campaign-wise findings show that not every campaign has the same job or the same
efficiency level. Some campaigns are better at scale, while others are better at stable cost
control. This makes campaign type an important part of interpretation. The study therefore
shows that a campaign should be judged according to both its objective and its outcome. That
makes the findings more useful for budget allocation.

The campaign-wise analysis shows that the Sales Test campaign generated the largest purchase
volume and the largest revenue contribution. The Sales Revised campaign, however, delivered
the best efficiency among the major sales campaigns. The awareness campaign played a useful
support role by generating scale, while the Advantage+ and catalog campaigns contributed
positively but at a smaller volume.

This suggests that the account works best when campaign structures are clearly separated by
purpose. Awareness campaigns should be treated as support campaigns, sales campaigns
should be tested and refined for efficiency, and catalog campaigns should be used as
supplementary retargeting tools. The study therefore supports a structured account design
rather than one blended campaign approach.

5.2.3 Monthly Trend Findings

The monthly trend findings show that performance changes over time and should not be treated
as fixed. The account moved through phases of learning, peak activity, slowdown, and
recovery. This makes time-based interpretation critical because the same campaign structure
can behave differently in different months. The study therefore uses the monthly trend to
explain performance momentum, not just final totals. That provides a more realistic view of
campaign management.

The monthly trend shows a clear learning and optimisation story. The account improved from
October into February, weakened in March under high spend, and recovered in April.
December stands out as the highest purchase month, which reflects both seasonal demand and
better campaign maturity. February is important because it produced the strongest ROAS at a
moderate spend level, which indicates efficient use of budget.

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The March result is the clearest warning sign in the dataset because it shows that increased
spend can reduce return if the account is not refreshed. April suggests that efficiency can
recover once the structure is refined again. This pattern is useful for future planning because it
shows that performance marketing should be monitored continuously rather than only at
month-end.

5.2.4 Correlation Findings

The correlation findings clarify which variables are most closely connected to purchase
outcomes. This is useful because not all metrics matter equally in a purchase campaign. Some
are useful for diagnosing attention, while others are better predictors of revenue. The study
uses the correlation results to show which measures deserve the most managerial attention.
That helps shift the focus toward the strongest predictors of business value.

The correlation analysis delivers one of the most strategically useful findings in the entire
report. Add-to-cart has the strongest positive relationship with purchases. This confirms that
cart activity is the best proxy for real buying intent in this dataset. Spend and purchases are
also related, but not perfectly. CTR, on the other hand, has almost no useful relationship with
purchases.

This means that optimisation should not be driven by CTR alone. A campaign can attract
attention without producing sales. The study therefore recommends that decision-makers pay
more attention to cart activity, landing quality, and purchase conversion than to raw click rates.
This is a meaningful shift in campaign thinking.

5.3 Suggestions and Recommendations

The suggestions and recommendations are built directly from the observed weaknesses and
strengths of the account. That makes them more practical than generic best-practice advice.
The recommendations are intended to improve the existing structure rather than replace it
entirely. This approach is appropriate because the account already has a working funnel. The
main task is to reduce friction and increase efficiency.

The recommendations in this study are practical rather than theoretical. They are built around
the areas where the account loses performance, and around the campaign types that have

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already shown stronger output. In other words, the advice is based on what the data actually
shows, not on generic digital marketing slogans. This makes the suggestions more relevant for
day-to-day agency use.

A major recommendation is to focus less on vanity engagement and more on stage-wise

efficiency. That means improving the landing experience, strengthening cart recovery, and
building campaign structures that reflect the buyer journey. It also means planning budgets in
a more disciplined way so that scaling happens only after the account shows healthy mid-funnel
signals. These steps are simple, but they are often the difference between moderate and strong
performance.

The suggestions in this section are based directly on the analysis. They are aimed at reducing
funnel friction, improving campaign efficiency, and protecting budget. Because the account
already shows positive ROAS, the goal is not to rebuild the system from scratch. The goal is
to make the existing funnel more efficient and more stable.

The recommendations are grouped into funnel improvement, campaign optimisation, ROAS
improvement, and audience targeting. This makes them easier to apply in practice because each
group aligns with a specific type of action. Some suggestions are technical, some are strategic,
and some are creative. Together they form a practical improvement plan.

5.3.1 Funnel Improvement Suggestions

The funnel improvement suggestions focus on reducing loss between stages. That includes
improving the landing page experience, strengthening the message match between ad and site,
and reviewing where users are most likely to exit. Funnel improvements are often the highest-
value changes because they do not always require extra budget. The study therefore
recommends treating the funnel as a working system rather than as separate stages. That
perspective helps the agency improve conversion flow.

The first priority should be to reduce click-to-landing drop-off. This can be done by improving
page speed, reducing unnecessary redirects, and ensuring that the landing page message
matches the ad promise more closely. The second priority is to reduce cart abandonment by

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simplifying the checkout path, improving trust signals, and using remarketing for users who
added items to the cart but did not purchase.

The funnel should also be monitored more tightly at the stage level. Instead of reviewing only
purchase results, the agency should watch landing page rates and cart rates more closely. This
will make it easier to identify problems early and correct them before the spend scale increases.

5.3.2 Campaign Optimization Suggestions

The campaign optimisation suggestions focus on making the best campaigns more repeatable
and the weaker campaigns more disciplined. This includes smarter audience segmentation,
clearer creative testing, and better separation between awareness and purchase objectives.
Optimisation is important because the account already shows usable performance patterns. The
goal is not to start over, but to refine what already works. That is often the most effective
approach in performance marketing.

Campaigns should be segmented more clearly by purpose. Awareness campaigns should

remain separate from direct sales campaigns so that their success can be judged by the right
metric. Sales campaigns should be tested with structured audience and creative variations.
Catalog campaigns should be used as supportive re-engagement tools rather than as the primary
acquisition engine.

The Sales Revised campaign structure should be treated as a useful benchmark because it
delivered the best balance of spend, purchases, and ROAS among the main high-volume
campaigns. The account would likely benefit from using this structure as a base and then
refining it with controlled testing rather than broad changes.

5.3.3 ROAS Improvement Suggestions

The ROAS improvement suggestions are based on the idea that return improves when the
funnel becomes less leaky. That means better traffic quality, stronger cart recovery, and more
careful spending during weaker periods. ROAS is not improved by one action alone. It
improves when several small problems are reduced together. The study therefore recommends
a multi-step approach to efficiency rather than a single fix.

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ROAS can be improved by focusing on better traffic quality rather than more traffic alone. That
means narrowing audiences where necessary, refreshing creatives before fatigue sets in, and
tracking the quality of landing visitors more carefully. Since add-to-cart is strongly linked to
purchases, creative and landing page work should aim to increase cart actions rather than only
clicks.

ROAS also benefits from budget discipline. The March result shows that more spend does not
automatically create more value. The agency should therefore scale gradually, watch efficiency
trends, and avoid aggressive budget jumps without checking whether the campaign is still
converting at the desired level.

5.3.4 Audience Targeting Suggestions

The audience targeting suggestions reflect the fact that audience quality strongly affects
purchase campaigns. A good audience is not only large; it is also relevant and responsive. For
Boombay, that means looking carefully at segments that are likely to value the product category
and act on the offer. Better targeting can reduce waste and improve the quality of clicks and
purchases. This makes targeting one of the most practical levers for future improvement.

Audience targeting should continue to combine broad testing with more precise retargeting.
New audiences can be tested for reach and discovery, but users who have already interacted
with the brand should receive stronger retargeting messages. This is especially important for
cart abandoners and landing page visitors because they are much closer to purchase than cold
users.

Audience quality should also be refreshed periodically so that the account does not become
saturated. The March decline suggests that the audience may have started to tire. Using new
lookalike groups, fresh creatives, and carefully timed retargeting sequences can help keep the
funnel healthy across months.

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5.4 Conclusion
The conclusion of the study is that funnel-based analysis gives a far clearer understanding of
Meta Ads performance than a single summary metric. The account studied here is not weak in
every area. It has visible strengths in deeper-funnel activity and can become more profitable
with better continuity between ad, landing page, cart, and purchase stages. That is the main
practical outcome of the report.

The conclusion of the study is that funnel-based analysis gives a far clearer understanding of
Meta Ads performance than a single summary metric. The account studied here is not weak in
every area. It has visible strengths in deeper-funnel activity and can become more profitable
with better continuity between ad, landing page, cart, and purchase stages. That is the main
practical outcome of the report.

This study examined the funnel-based performance of Meta Ads purchase campaigns managed
by Wirality Media for Boombay over a seven-month period from October 2025 to April 2026.
The analysis used 1,833 daily ad-level records and applied descriptive statistics, funnel
conversion analysis, campaign comparison, monthly trend analysis, and correlation analysis to
understand campaign behaviour.

The findings show that the account has strong mid-funnel and bottom-funnel performance,
especially in add-to-cart and purchase behaviour. The main weakness lies in the early post-
click stage and in the final cart-to-purchase drop-off. The study also shows that CTR is not a
strong predictor of purchase, while cart behaviour is. This is the most important strategic
learning from the analysis.

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BIBLIOGRAPHY
1. Askarno. The Utilization of Funnel Marketing in Increasing Customer Lifetime Value at
LKP Syntax Training Center.
2. Dwivedi, Y. K., et al. Social Media Marketing and Advertising.
3. Demydova. Lead Generation Strategy Based on Meta Platforms: User Behavior, Warming
Up, and Conversion.
4. Hämäläinen. Social Media ROI as Part of Marketing Strategy Work.
5. Picard. The Role of Social Media in Creativity Management in Advertising Agencies.
6. Saarinen and Mäkinen. Improving Social Media Marketing in Meta Platforms by
Developing an Industry-Independent Tool.
7. Solodukha and Leonova. Digital Tools for Promoting Marketing Agencies: A Comparative
Analysis of Google Ads and Meta Approaches.
8. Yasmin, Tasneem, and Fatema. Effectiveness of Digital Marketing in the Challenging Age:
An Empirical Study.
9. Effectiveness of Digital Marketing with Special Reference to Outdoor Advertising Agency,
Bangalore.
10. Meta Platforms Inc. Meta Ads Manager campaign reports used for the study.

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ANNEXURE
The annexure contains only compact support material so the main chapters remain the core of
the dissertation and the closing sections stay within the required length.
 Annexure A - Sample Campaign Metrics Table
 Annexure B - Basic Statistical Formula Sheet
 Annexure C - Representative Meta Ads Performance Screenshot

Metric Sample Value Meaning

Reach 25,23,151 Total unique users exposed

CTR 2.47% Click efficiency of the ad

Purchases 447 Final conversions achieved

Formula Use

Mean = Sum of values / Number of values Average level

ROAS = Revenue / Ad Spend Return measure

CPC = Ad Spend / Link Clicks Traffic cost measure

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