Introduction
This report presents an analysis of a Ramadan campaign conducted across multiple platforms,
including TikTok, Meta, and Snapchat. The dataset was provided to uncover meaningful insights
and offer recommendations for future marketing campaigns. Microsoft Excel was used to clean
and analyze the data, and the following sections detail the results of the analysis.
Data Cleaning
The data provided was raw and required cleaning. I used the text-to-column feature to clean the
campaign name, ad group name, and ad name by removing unnecessary and repetitive text
from the cells. This procedure was applied consistently across all three sheets in the dataset.
Additionally, I used the replace function to eliminate extra text from the cells for further
refinement.
In the TikTok sheet, I extracted the ad duration from the ad name column by using the text-to-
column feature to remove irrelevant details.
I also created the "CTR Performance" and "Engagement Performance" columns using the IF
and NOT functions, respectively, to aid in further analysis.
● The CTR which is above 2% is good.
● A campaign which has less than 1000 engagements was flagged as low engagement.
Analysis
I applied pivot tables on all three sheets to further analyze the data. I have attached all the
findings and their details below:
CTR and Engagement Performance
TikTok
CTR Percentage
Bad 54.17%
Good 45.83%
As per the given condition (CTR>2% is good), almost 45% of campaigns performed good. The
company may need to see why majority of campaigns are not performing well.
Meta
CTR Percentage
Bad 15.26%
Good 84.74%
Engagement Percentage
High 84.74%
Low 15.26%
Snapchat
CTR Percentage
Bad 1.89%
Good 98.11%
Engagement Percentage
High 100.00%
Since we gave a condition to mark a campaign as high performing if its engagement is not less
than 1000, all of the campaigns are marked as “High” performing. I think 1000 is not the ideal
number to use as benchmark as there is a substantial difference in engagement from 1000.
Impressions, Clicks, and CTR
I have sorted the following tables in descending order as per the CTR. So, the campaign with
the highest CTR will appear at the top.
TikTok
Campaigns Impressions Clicks CTR
Tiktok_MK~AE_TG
11,363,327 12,769 1.69
Tiktok_MK~KWT_TG
5,882,789 6,936 1.42
Tiktok_MK~RIY_TG
56,264 131 0.95
Tiktok_MK~BAH_TG
2,098,862 3,613 0.80
Tiktok_MK~QAT_TG
4,128,788 6,429 0.71
FBIG_MK~RIY_TG
16,873,762 31,766 0.63
Tiktok_MK~JED_TG
15,307,011 17,744 0.60
Tiktok_MK~OMA_TG
2,567,839 - -
The campaign ran in the UAE region has the highest CTR about 1.69.
Meta
Campaigns Impressions Clicks CTR
AE_TG~Awareness_PP~CDP_ 19.83
FM~ STABO0000069668 923,858 5,637
JED_TG~Awareness_PP~CDP_ 18.58
FM~ SABO0000015094 2,411,262 8,474
JED_TG~Awareness_PP~Interests_ 17.76
FM~ SABO0000015094 16,405,794 65,726
OM_TG~Awareness_PP~Interests_ 16.38
FM~ SABO0000015094 9,667,669 34,984
QA_TG~Awareness_PP~Interests_ 16.28
FM~ SABO0000015094 10,998,366 42,010
BH_TG~Awareness_PP~Interests_ 15.84
FM~ SABO0000015094 6,734,331 25,975
KW_TG~Awareness_PP~Interests_ 15.68
FM~ SABO0000015094 14,225,287 53,632
RIY_TG~Awareness_PP~CDP_ 14.41
FM~SABO0000015094 401,308 2,563
AE_TG~Awareness_PP~Interests_ 13.16
FM~ STABO0000069668 23,302,408 89,711
RIY_TG~Awareness_PP~Interests_ 7.70
FM~SABO0000015094 21,880,436 90,369
Snapchat
Campaigns Impressions Clicks CTR
Social_MK~JED_TG~Consideration_PP~ 4.049
SABO0000015104 1,492,893 6,380
Social_MK~JED_TG~Awareness_PP~ 2.639
SABO0000015104 3,584,993 10,446
Social_MK~RIY_TG~Consideration_PP~ 2.629
SABO0000015104 2,043,269 7,488
Social_MK~RIY_TG~Awareness_PP~ 1.858
SABO0000015104 6,195,478 17,863
Social_MK~KW_TG~Awareness_PP~ 1.788
SABO0000015104 1,489,785 6,639
Social_MK~QT_TG~Awareness_PP~ 1.400
SABO0000015104 463,277 1,622
Social_MK~KW_TG~Consideration_PP~ 1.384
SABO0000015104 746,828 2,631
Social_MK~QT_TG~Consideration_PP~ 1.060
SABO0000015104 289,208 706
Snapchat_MK~UAE_TG~Consideration_PP~ 1.033
STABO0000069671 121,668 279
Snapchat_MK~UAE_TG~Awareness_PP~ 0.907
STABO0000069671 326,206 740
Analysis of Ads as per Different Age Groups
Meta
Audience Average Conversion Rate
CDP 0.46
Interests 0.33
First, I calculated the conversion rate by dividing the total impressions by total clicks.
Then, I took average conversion rate of each audience class. Since sum of conversion rates will
not produce the adequate result as number of campaigns ran on interests are much more than
CDP. Hence, sum of conversion rates of interest audience will also be high.
We can also consider Interests audience as people aged 15-30 and CDP audience as people
aged 30+. So, the table above can also be produced as:
Age Group Average Conversion Rate
15-30 0.46
30+ 0.33
My recommendation is that company should run more campaigns for people aged 30+.
Conditional Formatting
Performed on summary sheet in the excel file.
CPC across Different Platforms
Average CPC
0.6
0.5
0.4
0.3
0.2
0.1
0
Meta Snapchat Tiktok
According to the chart above Meta has the best CPC (the lower the CPC, the better the
campaign). Campaigns ran on Meta provided the best value for many.
Conclusion
The case study was excellent and greatly assisted me in using Excel analysis tools. I would like
to recommend some points that can be useful in future campaigns. First, focus on improving
TikTok campaigns, as over 54% of them underperformed. Investigating targeting strategies or
content types that resonate better with the audience on this platform could produce better
results.
Additionally, Snapchat campaigns showed consistently strong engagement, with 100% marked
as high performing; however, the 1000-engagement threshold might need adjustment to better
differentiate high and low-performing campaigns. Finally, since Meta had the best cost per click
(CPC) across platforms, prioritizing investment in Meta ads, particularly for audiences aged 30+,
could enhance overall campaign effectiveness and return on investment.