Weekly Performance Data Analysis

Overview: The Weekly Performance Data Analysis project was developed to streamline the tracking and evaluation of campaign performance across various platforms. The purpose was to automate and simplify the process of importing weekly performance data from Google Ads, Facebook Ads, LinkedIn Ads, and other platforms into a single, cohesive format. This enabled a detailed analysis of metrics such as clicks, impressions, cost-per-click (CPC), click-through rate (CTR), leads, and cost per lead, broken down by ad groups and keywords. The main goal was to gain a clear, actionable view of weekly, monthly, and quarterly trends, allowing for timely optimisations and adjustments to maximise campaign effectiveness.

Objective: The primary objective of the project was to create a robust system that visualised performance data week-on-week, offering a comprehensive understanding of how each campaign and its components were performing. This tool was designed to highlight areas of strong performance and identify underperforming elements, making it easier to pinpoint where adjustments were needed. Key performance indicators (KPIs) focused on improving CTR, reducing CPC, increasing leads, and maintaining an optimal cost per lead, ensuring that campaigns were effectively driving client goals.

Role & Responsibilities: As the sole creator of this project, I was responsible for every aspect, from initial design to implementation. I set up the data tabs, structured the weekly data imports, and built out the visualisation components, including graphs, tables, and interactive slicers. This involved designing and managing multiple sheets and dashboards, using advanced functions and formulas to bring together data in a clear and insightful way.

Approach & Tools Used: The approach centred around using Google Sheets due to its flexibility and powerful data visualisation capabilities. Each week, performance data was imported directly from platforms like Google Ads, Facebook Ads, and LinkedIn Ads. This data was then organised into structured tabs, where VLOOKUP functions and other formulae were employed to categorise and analyse the data by keywords, ad groups, and other key segments. Pivot Tables were utilised to drill down into specific metrics such as cost, impressions, clicks, and conversions, while graphs and slicers were used to visualise trends and performance over time. The dashboards provided an intuitive view, allowing for quick identification of trends and areas requiring optimisation.

Challenges & Solutions: One of the main challenges was ensuring the accurate integration and synchronisation of data from multiple sources, as each platform's export formats differed slightly. To address this, I developed a standardised import process and utilised lookup functions extensively to align data points across platforms. Additionally, managing large datasets without overwhelming the system required strategic use of filters and segmented data tables, ensuring smooth operation and easy navigation within the dashboards.

Results & Impact: The implementation of the Weekly Performance Data Analysis dashboards significantly enhanced the ability to monitor and react to campaign performance. The visual insights provided by the dashboards enabled a clearer understanding of what was working well and where adjustments were needed, driving better overall results for clients. The ability to view performance trends at a granular level, such as by keyword or ad group, facilitated targeted optimisations, ultimately leading to improved KPIs such as increased CTR, more efficient CPC, and a higher volume of leads. This project was instrumental in elevating the standard of performance reporting and decision-making at Ziggy, making it an invaluable tool for ongoing campaign management.