A performance marketing team at Meta is planning next quarter's acquisition budget for a new advertiser using Meta Ads across Facebook Feed, Instagram Reels, Stories, and Audience Network. Last quarter, spend increased 18%, but finance is questioning whether budget was over-allocated to high-volume placements that drove cheap clicks but weaker downstream conversion quality.
You are given channel-level performance for the last 90 days. Facebook Feed spent $2.4M, delivered 120M impressions, 3.6M clicks, 144k purchases, and $7.2M in attributed 30-day revenue. Instagram Reels spent $1.8M, delivered 210M impressions, 4.2M clicks, 84k purchases, and $4.0M revenue. Stories spent $1.1M, delivered 95M impressions, 1.9M clicks, 76k purchases, and $3.8M revenue. Audience Network spent $0.7M, delivered 160M impressions, 2.8M clicks, 28k purchases, and $1.0M revenue.
The VP of Marketing wants a segmentation strategy for reallocating next quarter's $7M budget. They do not want a simple last-click ROAS ranking. They want to know how you would segment channels and audiences to balance scale, efficiency, and conversion quality, especially for new vs returning customers and high-LTV cohorts.
meta_ads_delivery: campaign_id, adset_id, placement, impressions, clicks, spend, reach, frequency, dateweb_conversion_events: user_id, campaign_id, placement, add_to_cart, checkout, purchase, purchase_value, event_timecrm_customers: user_id, acquisition_date, new_vs_returning, 90d_revenue, 180d_revenue, refund_flaggeo_device_breakdown: country, device_os, placement, spend, clicks, purchases, revenue