Each bar shows the number as a percentage of reach. This is not the conversion rate between adjacent stages.
Reach
100%
Clicks
2%
Enquiries
0.2%
Orders
0.05%
Tap to interpret the results
04 · CALCULATE THE METRICS
Experiment with campaign performance.
Change the hypothetical numbers below to see how conversion rates, cost per enquiry and revenue-to-ad-spend ratio respond. This is a simple calculator, not a prediction of actual performance.
Cost per clickRs.25Spend ÷ clicks
Cost per enquiryRs.250Spend ÷ enquiries
Enquiry-to-order rate25 PercentOrders ÷ enquiries
ROAS2.0XRevenue ÷ ad spend
Results use the values currently entered.
Know what the calculations do not tell you
05 · COMPARE PERFORMANCE FAIRLY
A number without context can mislead you.
Compare like with like. Different audiences, formats, budgets, seasons and measurement windows can produce different results for reasons unrelated to creative quality.
Tap to inspect the comparison rules
Example: two posts, two different stories
Post A · Reach10,000Qualified enquiries: 5
Post B · Reach4,000Qualified enquiries: 12
Post A reached more people. Post B generated more qualified enquiries despite lower reach. That makes Post B worth investigating for its audience relevance and message, but you should also compare costs, orders, context and repeatability before scaling it.
06 · DIAGNOSE THE BOTTLENECK
Find where performance breaks down.
Instead of changing the whole campaign, identify the weakest supported stage and investigate its likely causes.
Low reach
Investigate distribution, audience relevance, creative format and discoverability.
Reach is healthy, clicks are low
Investigate whether the message, offer and CTA give people a relevant reason to take the next step.
Clicks are healthy, enquiries are low
Check whether the destination works, the next step is clear and the offer meets the audience's needs.
Enquiries are healthy, orders are low
Investigate response time, availability, price, delivery charges, payment friction and enquiry quality.
Orders are healthy, profit is weak
Examine margins, discounts, production costs, advertising spend, fulfilment costs and repeat purchase behaviour.
Choose the strongest diagnosis
The next section tests whether you can connect a metric pattern to a sensible investigation.
07 · DECISION LAB
Turn a metric into an action.
Choose the strongest answer. The explanation appears directly below the question.
Scenario 1: Reach rises by 80%, but qualified enquiries remain unchanged. What should you conclude?
Scenario 2: A campaign has a 3× ROAS. Does that prove the campaign is profitable?
Scenario 3: The number of enquiries is healthy, but few become orders. What should you examine?
08 · WRITE A USEFUL REPORT
A report should answer five questions.
A client or manager usually needs a clear explanation of results and decisions, not a spreadsheet full of disconnected metrics.
1. What was the objective?
State the intended business outcome and the period being reviewed.
2. What happened?
Present the most relevant results with consistent definitions and a comparable baseline.
3. What does it mean?
Explain the most important pattern and separate observed facts from hypotheses.
4. What are the limitations?
Disclose missing data, uncertain attribution, small samples or operational factors that affect interpretation.
5. What happens next?
Recommend a specific action, who will own it and what metric will be reviewed next.
Tap to compare weak and strong reporting
09 · BUILD YOUR CAMPAIGN REPORT
Turn your data into a clear business update.
Use this report builder with real campaign information. Label estimates clearly and do not invent missing results.
Final reporting checklist
The report connects results to the campaign objective.
The period and metric definitions are clear.
Facts and hypotheses are distinguished.
Data limitations are disclosed.
A measurable next action is recommended.
Report readiness: 0 of 5 complete.
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