Snapchat deep dive
This is the nested model analysis for Snapchat, conducted within the main core brand model. I dissected and analyzed Snapchat's performance at various levels of granularity to measure deeper campaign effects.
Takeaway: Snapchat offers the highest ROAS with large spend, while commercials are effective and story ads underperform.
Recommendation: Prioritize increased investment in Snapchat, maintain strong commercial campaigns, and strategically re-evaluate or redirect resources from underperforming story ads.
Takeaway: For conversion-focused ads, narrow targeting yields higher ROAS, while broader targeting is more effective for overall conversions compared to awareness.
Recommendation: Optimize ad spend by utilizing narrow targeting for awareness-to-conversion campaigns and employing broader targeting for general conversion efforts.
