Background / Problem
- Objective: Optimize Meta campaign types to achieve lower acquisition cost and higher purchase rate.
- Options tested: App Install, Re-engagement, Sales campaigns.
- Challenge: Identifying which campaign format delivers the best Session → Purchase conversion.
Actions Taken
- Analyzed campaign performance by Sessions (U), Cost per Session (U), and Session Purchase Rate (S.P.%).
- Compared App Install, Re-engagement, and Sales campaigns across multiple months.
- Prioritized Sales campaigns for new customer acquisition due to lower CP Purchase, while Re-engagement was used selectively for loyalty push.
- Adjusted budget allocation: shifted investment from high-cost App Install to Sales campaigns with stronger ROI.
Results / Impact
- Sales campaigns delivered the best results:
- Sessions (U): 15,142
- CP Session (U): RM0.98–1.40 (lowest among campaign types)
- Purchases: 293 (highest volume)
- S.P.%: ~1.9%, outperforming App Install (0.24–0.29%) and Re-engagement (0.31–0.82%).
- Re-engagement campaigns showed higher per-session purchase rate (up to 0.82%), but limited volume.
- App Install campaigns had higher CP Session (U) RM5–6+.
Final optimization: Budget shifted 60% to Sales campaigns, 20% to Re-engagement for retention, 20% to App Install for growth.
