Background:

Managing an advertising operation for children's shows taking place at different locations and dates requires detailed tracking. This case study focuses on 4 selected shows out of the agency's broader advertising activity to examine the performance of targeted campaigns in depth.

What was done in practice:

Facebook ticket sales campaigns ran for 10 show lines from late December to early February. Spend and attributed revenue were recorded per line to calculate the return for each date and location.

Results:

The tracking data accumulated across the 10 selected show lines presents the following findings (revenue data was attributed to the campaigns):

  • Total: Against advertising spend of 10,090.21 NIS, attributed revenue of 71,977.60 NIS was recorded - a weighted return on ad spend (ROAS) ratio of 7.13x.
  • Distribution of the 10 lines: 9 out of 10 lines (90%) returned at least 3 times the spend, of which 6 lines presented a return of 7 times or more. One line returned less than 3 times (1.07x).
  • Peak line: A single show on a specific date and location reached a return ratio of 13.1x (spend of 741.67 NIS against attributed revenue of 9,710.00 NIS).
  • Average per line: Average advertising spend per show line stood at 1,009 NIS, against average attributed revenue of 7,198 NIS.
  • Breakdown by the 4 selected shows:
    • Show A (6 dates in late December): spend of 7,107.30 NIS, attributed revenue of 49,814.60 NIS (return of 7.0x). The return across dates spanned from 4.7x to 13.1x.
    • Show C (2 dates - late December and early February): spend of 1,931.26 NIS, attributed revenue of 14,650.00 NIS (return of 7.6x). The first date returned 8.33x, and the second 1.07x.
    • Show F (one date in January): spend of 670.95 NIS, attributed revenue of 4,788.00 NIS (return of 7.1x).
    • Show G (one date in January): spend of 380.70 NIS, attributed revenue of 2,725.00 NIS (return of 7.2x).
Total: Attributed revenue vs. advertising spend (4 selected shows)
Ad spendAttributed revenue
015,00030,00045,00060,00075,000Amount in NIS10,090Ad spend71,978Attributed revenue

Weighted return on ad spend (ROAS) ratio of 7.13x (spend of 10,090.21 NIS against attributed revenue of 71,977.60 NIS across 10 show lines)

Distribution of the 10 show lines by return on ad spend ratio
At least 3xBelow 3xOf which 7x and above
0246810Number of show lines96At least 3x1Below 3x

9 out of 10 lines returned at least 3 times the spend (of which 6 lines returned 7 times or more), and one line returned under 3 times

Performance breakdown by the 4 selected shows
Ad spendAttributed revenue
012,50025,00037,50050,000Amount in NIS7,10749,815Show A(6 dates)1,93114,650Show C(2 dates)6714,788Show F(1 date)3812,725Show G(1 date)

Weighted return by show: Show A (7.0x, 6 dates), Show C (7.6x, 2 dates), Show F (7.1x, one date) and Show G (7.2x, one date) across the 10 selected show lines

Peak line versus average per show line
Ad spendAttributed revenue
02,5005,0007,50010,000Amount in NIS7429,710Peak line1,0097,198Average per show line

The peak line on a single date recorded a return of 13.1x (spend of 741.67 NIS against attributed revenue of 9,710.00 NIS), compared to an average per line of 1,009 NIS spend against 7,198 NIS attributed revenue

Source: The data was attributed to the campaigns and based on the campaign tracking spreadsheet.

Business significance:

Tracking per date and location shows the return (ROAS) for each line separately, including Show C where one date returned 8.33x and the second 1.07x. The case study shows the spend and attributed revenue recorded per date and location.

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