Analytics Strategy
Website Visits – Target: 50,000
Social Media Impressions – Target: 1 million
First-Time Purchases – Target: 2,500
Email Signups – Target: 10,000
Conversion Rate – % of site visitors who make a purchase
Click-Through Rate (CTR) – % of users clicking from ads to website
Cost Per Acquisition (CPA) – Ad cost per purchase
Engagement Rate – Likes, comments, shares per post
Influencer ROI – Purchases or traffic from influencer-specific links
Cart Abandonment Rate – % of users who leave before completing a purchase
Simulated Data Analysis
Campaign Progress Toward Goals:
Website Visits: 101% of goal achieved
First-Time Purchases: 100% of goal achieved
Social Media Impressions: 108% of goal achieved
Email Subscribers Gained: 109% of goal achieved
Dashboard Markup
Performance Report & Recommendations
Monthly Performance Summary
Month 1 Highlights:
Website visits: 32,000 (64% of goal)
Email signups: 4,000
Purchases: 600
Strong influencer-driven traffic
Engagement: 2.1% (above industry average)
Month 2 Highlights:
Website visits: 28,000
Purchases: 900 (36% conversion growth)
Social impressions: 400,000
Reels and TikTok content performed better than static ads
Month 3 Highlights:
Website visits: 21,000 (decline in traffic)
Purchases: 1,000 (peak conversion)
Email signups: 3,900 (highest month)
Click-through rate increased by 14% over Month 1
Key Insights
Influencer content generated the highest traffic in Month 1, but interest tapered in Month 3. This indicates initial excitement but limited sustained engagement from influencer audiences.
Video-based content (Reels and TikToks) led to the highest engagement and conversions, particularly short-form UGC and product demos.
Despite fewer visits in Month 3, conversion rate improved significantly, indicating higher quality leads or more purchase-ready visitors due to retargeting.
Recommendations
Scale video content production, especially focusing on short-form UGC, how-tos, and sustainability messaging for TikTok and Instagram Reels.
Re-engage influencer audiences with exclusive discount codes or giveaways in Month 4 to revive traffic and increase engagement.
Expand retargeting efforts by building segmented email flows for high-intent site visitors and leveraging abandoned cart email sequences.
Limitations & Future Considerations
No demographic segmentation data was captured, limiting insights into which audience segments drove the best performance.
Attribution gaps exist between channels (e.g., influencer vs. organic social).
Customer satisfaction and post-purchase feedback data are missing, which would help in refining product messaging and retention strategies.
Adding UTM tracking, pixel events, and customer surveys would enhance the depth of insights in future campaigns.