I can be sympathetic to your need. I used to run a small business and facebook ad (while effective), provide poor quality analytics. Seems like you have more of a data analysis question. I think you first need to come up with an informative dataset that you can commit to tracking to identify trends. You have correctly pointed out that Tableau can provide the number crunching (and visualization) and baseline tracking
i don't know if the rows are clients or ads for particular clients, but I will neverthless take a shot at analyzing the 3rd weak dip. Rows 1,2,4, and 5 seem to have similar variances. Row 3 and row 6 seems to be the outliers. The commonality lies in the right column placement. Seems like the right column for US was extremely active for the 3rd week. The frequency tells me that for the 3rd week your frequency overall was higher across all ads, but row 6 is a good 100% above the previous two week. So since frequency is impression\reach...it would seem to me you have correlation between increase in frequency and decrease of Click thru rate. Was the budget increased for 3rd week? There's not enough data determine what is going on here. Most importantly I'd like to hear what your conversion rate was during this time. I see a marginly decrease in CTR for row 6. Link clicks increased 10x the previous week from week 3 to week 2. That may be perfectly acceptable for the benefit received in volume. If I was in your shoes I'd conclude that the ad or products are less appealing to viewers seeing it after multiple impressions (the correlation I identified earlier). Now 3 weeks may be too short of a time frame to judge, but these clearly perform better on first impressions...clearly perform better from a CTR perspective. Now I would not bet the farm on these 3 measures alone. They don't tell the whole story. For example, your conversion rate may be up 50% each week for all I know. And then I would conclude that first impressions are resulting in a click more often (they almost always do), but the QUALITY of those clicking thru is increasing. If your conversion numbers are down (decrease of % of sign ups or purchaseor whatever the case is) as well I'd be an alert b\c the campaigns are on a downward slope.
But yeah, I'd suggest throwing all your data into Tableau and make a bunch of graphs, looking for correlation, irrelevance, etc. Basically, this may be your process for developing what are the right Key Performance Indicators for what you are doing.
Cheers and good luck,
Hi Eran and John.
How can get the comments to analyse what type of comments are, like neutral, positive or negative?