Multi-Audience Funnel Performance Analysis (Paid Ads)

🧭 Executive Summary

This project analyzes the performance of multiple adsets across Lookalike (LLA), Detailed Targeting (DT), Hot, Warm, and Cold audiences on paid advertising campaigns. The analysis covers Top, Middle, and Bottom funnel metrics, including reach, impressions, CTR, CPC, LPV, CVR, CPR, and total results. The goal is to uncover insights, optimize ad spend, improve targeting, and maximize conversions while maintaining cost efficiency.

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💼 Business Problem

Paid campaigns often face challenges in balancing reach, engagement, and conversions across multiple audience types.

The key business questions addressed are:

• Which audiences are most efficient for conversions?
• How does funnel stage affect performance metrics?
• Are high-reach audiences driving meaningful results?
• How can budget allocation and creative strategy be optimized to maximize ROI?

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🧠 Methodology and Skills

The analysis followed a structured data-driven approach using Python and marketing analytics techniques:

Steps:

1. Data Collection & Cleaning
2. Gathered campaign data including spend, reach, impressions, clicks, LPV, conversions.
3. Cleaned data using Pandas and ensured consistent naming and metrics.

Funnel Analysis

• Top Funnel: Reach, Impressions, CPM
• Middle Funnel: CTR, CPC, Landing Page Views
• Bottom Funnel: Results, CVR, CPR

Audience Segmentation Analysis

• Compared performance for Lookalike vs. Detailed Targeting
• Hot, Warm, and Cold audiences analyzed separately
• Identified underperforming adsets and high-potential adsets

Insights and Recommendations

• Evaluated cost-efficiency and ROI per audience type and funnel stage
• Prioritized adsets for budget reallocation
• Suggested creative optimizations

Skills Demonstrated:

• Python · Pandas · Funnel Analysis · Paid Ads Metrics · CTR/CPC/CPR Evaluation · Audience Segmentation · Business Insights

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📈 Results and Recommendations

Lookalike vs. Detailed Targeting

• Reach: LLA nearly 2× higher than DT

• CTR: Similar, slightly higher for LLA

• CPR: DT more efficient (53 vs 93)

• Recommendation:

  1. LLA for top-funnel awareness
  2. DT for conversions
  3. Test 1–3% value-based Lookalikes for scale with intent

Hot Audience

• Best Top Funnel: Last Chance

• Best Bottom Funnel: Discount for CVR

• Recommendation:

  1. Pause Last Day, increase Discount budget
  2. Test sequencing: Last Chance → Discount → Reminder

Warm Audience

• Best Overall: CRSL

• Issue: Videos adset low LPV

• Recommendation:

  1. Prioritize CRSL for conversions
  2. Investigate LPV drop (page speed, message alignment)

Cold Audience

• Top Funnel: LLA outperforms DT in scale

• Middle Funnel: T1 highest CTR but worst CPC

• Bottom Funnel: T4 most efficient LLA adset, T1 best DT efficiency

• Recommendation:

  1. Shift budget to T4, T3, T2
  2. Test stronger CTAs and creative alignment
  3. Reduce spend on underperforming T1 while testing new angles

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🚀 Next Steps

• Implement intent-focused creative testing for top-performing adsets.
• Optimize landing pages to improve LPV and reduce funnel leakage.
• Reallocate budget according to efficiency and CPA/CPR insights.
• Explore value-based Lookalikes for better balance between scale and conversion intent.
• Monitor campaigns continuously, adjusting for seasonal trends and audience behavior.