Marketing Campaign Performance Analysis - Power Bi

🛠 Tools & Techniques Used

• Power BI for data modeling, visualization, and dashboard creation

• Power Query for data transformation and cleaning

• DAX for calculated measures and KPIs

• Interactive slicers for platform and campaign filters

📊 Key Metrics Calculated

Metric Value

Total Revenue $10.41 million

Total Ad Spend $2.72 million

Cost per Conversion $10.79

Conversion Rate 1.01%

ROAS 3.83

Total Conversions 252,000

📈 Dashboard Features

• 9 Visualizations (bar charts, line graphs, funnel, maps)

• 7 Key Performance Indicators (KPIs)

• 2 Slicers for dynamic filtering by platform and campaign

🔍 Insights & Recommendations

• 📌 Instagram had the highest conversion rate, making it ideal for engagement-focused campaigns.

• 📌 Google Ads generated the highest total revenue, indicating strong reach and customer intent.

• 📌 Email campaigns yielded the best ROAS, proving cost-effective for direct conversions.

• 📌 Twitter had the highest cost per conversion, suggesting a lower ROI and room for optimization.

• 📌 The "Summer Sale" campaign performed best in both conversions and click-through rate—a strong seasonal opportunity to replicate.

🧩 Data Breakdown

• Platforms: Email, Facebook, Google Ads, Instagram, Twitter

• Campaign Types: Summer Sale, Black Friday, Holiday Promo, Spring Offer, Winter Discount

✅ Outcome

The dashboard provided a clear, data-driven overview of campaign performance, helping stakeholders identify high-performing platforms and campaigns to optimize future ad spend and strategy.