Partner Vendor Stakeholder Client Management
I analyzed 10 weeks of UA performance, calculated key metrics, and a pattern was immediately clear: impressions and clicks dropped mid-campaign due to creative fatigue. However, creative refreshes and source optimization recovered CTR and lifted D3 ROAS. Even against rising CPI and eCPM, the higher quality of the audience made monetization significantly stronger, pushing D3 ROAS up from 5.5% to almost 8%. Lastly, I created a client-facing performance summary email including results, potential concerns, and next steps. The presentation highlights major wins, optimization opportunities, and cross-selling potential, such as expanding to new countries, additional platforms, PMP inventory, or retargeting strategies. This demonstrates how I manage data analysis, client communication, and strategic growth planning simultaneously.
Notes for client:
Campaign performance strengthened despite rising costs
Creative fatigue + audience saturation caused mid-campaign dips.
Higher CPI resulted in a higher ROAS.
Efficiency gains came from refined source and audience quality.
The Campaign is hitting KPIs but needs operational improvements to scale.
We can scale the performance efficiently to grow wallet share by refreshing creatives to avoid fatigue, optimizing sources by removing low-quality inventory, and expanding into high ROAS PMP placements and adjacent audiences. With D3 ROAS already above goal, this is the right time to upsell into new geographies, additional platforms, iOS, CTV, and retargeting. Performance would be strengthened with creative iteration, source quality control, and a strategic expansion to unlock new revenue opportunities.
Higher acquisition costs can still yield better outcomes when audience quality improves. In the campaign, CPI and eCPM rose, but so did monetization, proving user quality, early event depth, and downstream ROAS matter far more than chasing the lowest cost. It's high-value cohorts that drive sustainable scale, not cheap impressions.