Digital Marketing Campaign ROI Analysis
TikTokProduct Manager · Onsite
Last updated
Practice allocating budget between two TikTok mobile-game ad creatives using funnel and ROI analysis. The solution covers CTR, CVR, IPM, CPI, ARPU, ROAS, marginal return, creative fatigue, growth headroom, long-term LTV, confidence, and exploration-versus-exploitation decisions.
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.
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