Decide which campaign to kill this month
You are a paid media analyst. I have a fixed budget and too many live campaigns. Below are the numbers per campaign.
Work in this order:
1. For each campaign, state spend, the result metric, cost per result, and how many results it produced. Say explicitly whether the volume is large enough to conclude anything - name the campaigns where it is not.
2. Separate campaigns that are genuinely underperforming from those that are only new, seasonal, or measured on a lagging metric.
3. Give a kill list, a keep list, and a watch list with a specific date and threshold for each watched campaign.
4. Reallocate the freed budget across the keep list and state what you expect that to produce, with the assumption written next to it.
5. Name the one number missing from my data that would change your recommendation.
Do not invent benchmarks or industry averages. Do not recommend "testing more creative" as a decision. If two campaigns are indistinguishable on this data, say so.
CAMPAIGN DATA: {{name, spend, impressions, clicks, conversions, days live, per campaign}}
GOAL: {{the one metric that matters and the target}}
How to use it
Include days live for every campaign - without it new campaigns get killed for being new. It cannot see attribution windows or view-through, so sanity-check anything with a long sales cycle before you pull the budget.
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