Ad Campaign Performance Analysis (Facebook)

Project Overview

This repository contains the data and Power BI dashboard for analyzing the performance of Facebook ad campaign. The goal of this project is to provide a comprehensive view of campaign effectiveness, engagement, and return on investment, enabling data-driven optimization decisions.

Dashboard Features

The Power BI dashboard allows for in-depth analysis of ad campaign data across various dimensions. Key features include:

• Overall Performance Metrics: KPI cards display total clicks, impressions, spend, conversions, approved conversions, CTR, ROAS, and ROI.
• Performance Trends: A line chart visualizes clicks, impressions, and spend over time to identify daily/weekly trends and anomalies.
• Audience Insights: Bar charts break down clicks by age group and gender, helping to understand demographic engagement.
• Campaign-Level Deep Dive: A detailed table provides performance metrics (impressions, clicks, spend, conversions, CTR, ROAS, ROI) for each individual Facebook campaign ID, allowing for direct comparison and identification of top/bottom performers.
• Interest-Based Analysis: A bar chart shows clicks by interest group, helping to gauge the effectiveness of interest-based targeting.

Key Metrics Calculated

The following key performance indicators (KPIs) and metrics were calculated to provide deeper insights:

• Click-Through Rate (CTR): $$ CTR = Clicks/ Impressions |times| 100 $$

  Calculated using DAX in Power BI to prevent division by zero.

• Revenue from Ads: $$ Revenue from Ads = Approved Conversions |times| Average Revenue per Conversion $$

  For this analysis, an average revenue of $100 per approved conversion was assumed.

• Return On Ad Spend (ROAS): $$ ROAS = Revenue from Ads/ Spend $$

  Indicates how much revenue is generated for every dollar spent on ads.

• Return On Investment (ROI): $$ ROI = (Revenue from Ads - Spend)/ Spend |times| 100 $$

  Measures the percentage of profit generated relative to the ad spend.

Data Source

The analysis is based on ad campaign data from Facebook, provided in the cleaned_data.csv file. The dataset has been retrived from kaggle. The data contains details such as ad IDs, campaign IDs, demographics, impressions, clicks, spend, and conversion metrics.

Repository Contents

• cleaned_data.csv: The raw ad campaign data used for this analysis.
• ad_campaign_data_with_measures.csv (optional: if you prefer to upload the pre-calculated CSV): The dataset including calculated measures like CTR, ROAS, and ROI.
• Ad_Campaign_Analytics_Dashboard.pbix The Power BI desktop file containing the data model, transformations, DAX calculations, and the dashboard visuals.