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Case Studies
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Marketing & Digital Analytics
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Optimizing Social Media & Ad Performance Through Data-Driven Strategies
Optimizing Social Media & Ad Performance 2018-2023
Optimizing Social Media & Ad Performance Through Data-Driven Strategies
- Client was experiencing inconsistent social media engagement despite regular posting schedule
- Facebook ad campaign costs were fluctuating significantly with unpredictable ROI
- Conversion rates across marketing funnels were below industry benchmarks
- No clear correlation between posting times and customer engagement metrics
Client
Country
Sweden
Section
Marketing & Digital Analytics
Approach & Methodology
We implemented a comprehensive three-pronged approach to optimize the client's digital marketing performance:
- Conducted a detailed time-based engagement analysis across all social platforms.
- Performed a cost-efficiency audit of Facebook advertising campaigns
- Analyzed conversion funnel metrics to identify bottlenecks and opportunities
- Created data visualization dashboards to track key performance indicators
- Implemented A/B testing for optimal posting times and ad creative variations.
Data Visualizations & Analysis
Key Metrics:
- Lead generation conversions: 5,106 (1.27% conversion rate)
- Sign-up conversions: 1,351 (0.42% conversion rate)
- Purchase conversions: 288 (0.12% conversion rate)
- Most metrics showed declining performance toward month-end
- Sign-up conversion rate uniquely trended upward in late May
Key Findings:
- High-engagement windows identified:
- Wednesday afternoon (14:00-16:00) showing strong orange-red coloration
- Thursday afternoon (15:00-16:00) revealing peak engagement (bright red spot)
- Sunday evening (22:00-23:00) demonstrating unexpected high activity
- Early morning hours consistently showed minimal engagement
- Mid-day periods generally outperformed morning and late evening hours
Key Data:
- Total expenditure: $10,674.02
- Total purchases generated: 67
- Average cost per purchase: $159.31
- Significant cost fluctuations:
- Initial stable period around $300-400 (late April)
- Unexpected drop around May 5-6
- Sharp increase to $550-600 (May 7-8)
- Extended high-cost plateau until May 19-20
- Dramatic cost reduction to approximately $100 after May 21
Results & Impact
67
Purchases at $159.31 per acquisition
41%
Increased Engagement
0.15%
High lead-to-purchase rate
Implementation & Challenges
- Ad cost volatility required continuous monitoring and rapid campaign adjustments
- Different campaign types showed varying effectiveness ("Top Funnel" vs "Returno")
- Maintaining consistent performance during cost fluctuations required strategic budget allocation
- Balancing optimal posting times with content creation workflow posed operational challenges
Recommendations
- Restructure social posting schedule to prioritize Wednesday/Thursday afternoons and Sunday evenings
- Increase budget allocation to "Company Name" campaign that delivered 9 purchases
- Investigate causes of significant cost drops (May 5-6 and post-May 21) to replicate conditions Address declining conversion rates through improved landing page optimization
- Implement automated posting tools to capitalize on identified high-engagement windows
- Conduct follow-up analysis to correlate posting times with specific conversion metrics.
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