Digital Marketing Campaign ROI Analysis

Q: Digital Marketing Campaign ROI Analysis

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.

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Question

Allocate Budget Between Two TikTok Ad Creatives (Mobile Games)

Context

You are evaluating two TikTok ad creatives (Creative A and Creative B), each promoting a different mobile game, within the same market and time window. You must split a fixed budget between them.

For each creative, you have: impressions, clicks, conversions, revenue, and cost.

Assume conversions are installs and revenue is in-app revenue measured in a consistent attribution window (e.g., D1/D7). If your primary conversion is purchase instead of install, adjust metrics accordingly.

Tasks

Form hypotheses explaining why Creative A might outperform Creative B and why B might outperform A.
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.

Digital Marketing Campaign ROI Analysis

Allocate Budget Between Two TikTok Ad Creatives (Mobile Games)

Context

Tasks

Solution

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