This funnel analysis evaluates the performance of multiple digital advertising campaigns that was hosted on Facebook by an anonymous company. Success of ad campaigns was based on sales information like impressions, clicks, approved conversions and cost per approved conversions. The goal was to identify which demographic groups and ad campaigns most effectively drive users through the marketing funnel while optimizing return on ad spend. Insights from this analysis may help publishers make data-driven decisions on how best to retain advertisers and maximize publisher revenue. An additional potential benefit of this campaign is that provided insights are intended to also increase revenue of advertisers which may help with scaling publishers’ growth initiatives.

24 Fitbit users consented to sharing their health data. The data was utilized in this analysis to discover patterns in device usage and correlations between various health metrics.