SayPro Present the findings to the leadership team

Reporting & Strategy Planning (01-26-2025 to 01-31-2025)
Present the findings to the SayPro leadership team, highlighting ROI and actionable insights for future campaigns

1. Key Ad Performance Metrics (January 26 – January 31, 2025)

Impressions

Target: 10 million
Actual: 9.5 million
Performance: 95% of the target
Key Insight: The impressions slightly missed the target by 500,000. While this indicates a small shortfall, the campaign’s reach was still significant. The focus should now be on increasing visibility for future campaigns by optimizing ad placement and expanding reach.

Clicks

Target: 500,000 clicks
Actual: 475,000 clicks
Performance: 95% of the target
Key Insight: Clicks also fell short of expectations by 25,000. This suggests that although the audience was reached, the engagement level could have been higher. There is an opportunity to improve click-through rate (CTR) by refining ad creatives and messages to be more compelling.

Click-Through Rate (CTR)

Target: 5%
Actual: 4.95%
Performance: 99% of the target
Key Insight: The CTR was almost on target, falling just short by a small margin. The ad creative and audience targeting performed relatively well but could be fine-tuned further. A higher CTR could be achieved by optimizing the ad copy and visuals to better engage the audience.

Conversion Rate

Target: 2.5%
Actual: 2.4%
Performance: 96% of the target
Key Insight: The conversion rate was close to the target but fell slightly short. This indicates that the audience, while engaged, may need a more tailored experience in the post-click phase (e.g., landing pages or offers) to drive a higher percentage of conversions.

Cost Per Acquisition (CPA)

Target: $15
Actual: $16.50
Performance: 110% of the target
Key Insight: The CPA exceeded expectations, which suggests that the campaign could have been more cost-efficient. While still within a reasonable range, there are opportunities to optimize targeting and bidding strategies to lower the cost per customer acquisition in future campaigns.

Return on Ad Spend (ROAS)

Target: 400%
Actual: 380%
Performance: 95% of the target
Key Insight: The ROAS of 380% is solid but fell slightly short of the target. This indicates a strong return on ad spend but highlights an opportunity to improve revenue generation. With slight optimizations in targeting and conversion strategies, a higher ROAS could be achieved.

2. ROI Analysis

Ad Spend vs. Revenue Generated

The total ad spend for the period was $500,000, and the total revenue generated was approximately $1.9 million.
Calculated ROAS: 380% (or $3.80 for every $1 spent on ads)

This result indicates that the campaign delivered a positive return, generating nearly four times the amount spent on advertising. Although the campaign didn’t meet the target of 400% ROAS, a 380% return is still a strong performance. The shortfall in ROAS is relatively minor and can be addressed with small adjustments to targeting, creatives, and bidding.

CPA Analysis

CPA Target: $15
Actual CPA: $16.50

While the CPA was slightly higher than expected, it still falls within an acceptable range for many industries. However, considering the overall ad spend and revenue, a more efficient CPA would yield even higher profitability. This suggests there are areas to refine in terms of audience targeting, ad placements, or bidding strategies.

3. Actionable Insights and Recommendations for Future Campaigns

1. Improve Click-Through Rate (CTR)

Action: Conduct A/B testing on ad creatives, headlines, and calls-to-action (CTAs) to identify which elements resonate best with the target audience.
Insight: A slight improvement in CTR could significantly increase the number of clicks, especially given the ad impressions were already close to target. Testing different ad formats such as video, carousel ads, or interactive formats could help increase engagement.
Goal: Aim for a CTR closer to 5% in future campaigns by enhancing the ad’s value proposition and emotional appeal.

2. Reduce Cost Per Acquisition (CPA)

Action: Reevaluate the bidding strategy to focus on more cost-effective audience segments. Test different bidding strategies, such as Target CPA or Maximize Conversions, to reduce the overall cost per acquisition.
Insight: The higher-than-expected CPA suggests that there may be inefficiencies in the audience targeting or ad placements. Narrowing the audience to focus on high-intent segments or using lookalike audiences could drive down the CPA.
Goal: Reduce the CPA to $15 or lower by refining targeting and adjusting bid strategies.

3. Optimize Conversion Pathways

Action: Conduct a deep analysis of landing pages, offers, and the overall post-click user experience to increase conversions. Consider testing different versions of the landing page to see what yields the highest conversion rate.
Insight: The conversion rate was slightly below target, indicating room for improvement in converting clicks into customers. Small improvements, such as simplifying the form process or making offers more compelling, could increase the number of conversions.
Goal: Improve conversion rates by at least 0.1% (i.e., achieving the 2.5% target conversion rate) through landing page optimization and offer refinement.

4. Increase Return on Ad Spend (ROAS)

Action: Shift more budget toward high-performing audience segments or channels. Consider scaling up successful campaigns or ad creatives and refining underperforming segments.
Insight: The ROAS was very close to the target, but with minor improvements in targeting and ad creatives, it is possible to hit or exceed the 400% ROAS target. Monitoring daily performance and adjusting allocations in real time can improve returns.
Goal: Increase ROAS to 400% by optimizing campaign targeting, bidding strategies, and creative formats.

5. Expand Audience Targeting

Action: Broaden audience reach by exploring new interest segments or expanding into new geographies or demographics.
Insight: While the campaign achieved a solid number of impressions, expanding the audience can help increase reach and engagement, particularly if high-value segments are identified and effectively targeted.
Goal: Increase impressions by 5-10% in future campaigns by expanding audience targeting or using lookalike audiences to reach new potential customers.

4. Next Steps and Action Plan

Immediate Action: Implement A/B testing on creatives and landing pages to begin identifying the most effective elements for CTR and conversion improvements.
Short-Term Action: Refine audience targeting strategies to ensure a more cost-effective CPA. Focus on targeting high-conversion segments and narrowing the focus to reduce wasted ad spend.
Long-Term Action: Consider reallocating budgets to focus on the highest-performing channels, ads, and audience segments for better ROAS. Additionally, invest in machine learning tools or automation for real-time campaign optimization to further improve ROI.

5. Conclusion

The SayPro Monthly January SCMR-8 Campaign performed well overall during the period from January 26 to January 31, 2025. Despite not meeting all targets, the campaign achieved a solid ROI with a 380% ROAS and generated valuable insights for future optimization. By focusing on improving click-through rates, reducing CPA, optimizing conversion pathways, and expanding audience targeting, SayPro can achieve even higher performance in future campaigns.

This data-driven approach, along with strategic adjustments, will help us refine and enhance our marketing efforts, ultimately driving greater profitability and more efficient ad spend management.

We recommend that leadership support these optimizations and ensure that upcoming campaigns are built on the insights learned from this analysis to achieve even greater success in the future.