Digital Marketing Campaign ROI Analysis
Company: TikTok
Role: Product Manager
Category: Product / Decision Making
Difficulty: medium
Interview Round: Onsite
##### Question
You have a fixed budget and two TikTok ad creatives promoting different mobile games. Each creative has data on impressions, clicks, conversions, revenue, and cost.
Form hypotheses explaining why Creative A might outperform Creative B and vice-versa.
Identify the metric(s) you will prioritize when comparing performance and justify your choice.
Decide which campaign should receive incremental budget today and explain your decision.
Describe how you account for current ROI versus growth headroom and long-term upside when budgets are limited.
Quick Answer: This question evaluates a candidate's ability to analyze digital marketing ROI, interpret attribution-based performance data (impressions, clicks, conversions, revenue, cost), and make budget allocation decisions between competing ad creatives.