Campaign Performance Case Studies
Part of the Digital Marketing Roadmap
In short
'Sales from our campaign dropped 20% last week. What would you do?' This tests whether you investigate step by step or panic and guess. Calm, structured diagnosis wins.
'Walk me through a campaign you ran and its results' — a direct opportunity to present your Phase 14 portfolio work with clear structure: goal, approach, result, learning.
Think of it like this
The detective's footprints
A good detective doesn't accuse the first suspect. They follow footprints, rule out people one by one, and check alibis. When a campaign dips, you follow the data the same way: is it real, where did it break, and what changed at that point?
Watch it happen
An issue tree for 'sales dropped 20%'
1/4First check the data is real: did a tracking tag break or a report filter change?
The big ideas
What you need to know
Validate data first
Many 'drops' are tracking problems. Check before changing campaigns.
Segment the drop
Split by channel, device, region and new vs returning to find where it happened.
What changed?
Look for changes on the date it started: site release, price, ad edits, a holiday.
End with action
Finish with what you'd do, how you'd confirm it and what you'd tell stakeholders.
See it in code
Walk through the code
1 Last week This week Change2Sessions 40,000 39,200 =(C2-B2)/B2 → -2%3Conv. rate 2.5% 2.0% =(C3-B3)/B3 → -20%4AOV ₹900 ₹910 =(C4-B4)/B4 → +1%5Revenue =B2*B3*B4 =C2*C3*C41/3Traffic and order value barely moved.
Breaking revenue into its parts shows traffic and order value are fine. The problem is conversion rate, so look at the site and checkout first.
Save yourself the pain
Common mistakes
Oops
Immediately suggesting 'increase the budget'.
Do this instead
Diagnose first. More budget won't fix a broken checkout.
Oops
Listing ten possible causes in random order.
Do this instead
Use a structure: data check, then traffic vs conversion, then dig deeper.
Your mission
Diagnose a made-up dip
Quick check
Sessions and AOV are stable, but conversion rate fell sharply after a site update. What do you check first?
Go deeper
- 1Prepare a tight 2-3 minute walkthrough of your strongest Phase 14 case study.
- 2Structure it as: goal, strategy, execution, result, and what you'd do differently.
- 3Practice fielding a follow-up question about a metric or decision you made.
More analytics & metrics at this stop
Marketing Metrics Questions
Attribution & Funnel Questions
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