This project presents a data-driven performance analysis of Netflix's multi-channel advertising campaigns across Instagram Ads and TikTok Ads over a 12-month period. Managing a consolidated annual budget of $1,135,810, the analysis focuses on identifying seasonal trends, cost efficiencies, and Return on Advertising Spend (ROAS) to deliver strategic recommendations for future budget allocations.
- Advanced Data Manipulation: Pivot tables, data aggregation, multi-sheet data structures, and statistical analysis.
- Marketing Metrics Management: Calculation and evaluation of ROAS, CTR (Click-Through Rate), CPC (Cost Per Click), CPM (Cost Per Mille), and CPA (Cost Per Acquisition).
- Data Visualization & Storytelling: Strategic chart architecture using Dual-Axis Combo Charts and Pie Charts to expose financial insights.
Based on the processed raw data from both channels, the following performance metrics were established:
- Total Annual Spend: Instagram Ads received the majority of the budget with $624,905, while TikTok Ads received $510,905.
- Traffic & Visibility: TikTok generated significantly more visibility and traffic with 25.1M impressions and 527.9K clicks, compared to Instagram’s 20.7M impressions and 418.3K clicks.
- Financial Return (ROAS): TikTok Ads dramatically outperformed Instagram Ads with an annual average ROAS of 2.98, while Instagram remained at 1.94.
- CPC Advantage: TikTok offered a much cheaper Cost Per Click ($0.97) than Instagram ($1.51).
- CPA Advantage: Acquiring a customer via TikTok was highly efficient with a Cost Per Acquisition of $51.81, whereas Instagram stood at $80.35.
- Peak Volume: Both platforms saw their highest budget spend, conversions, and revenue during December (Month 12).
- The TikTok Fatigue: While TikTok maintained a steady ~3.00 ROAS throughout the year, its efficiency sharply dropped to 2.34 in December. This indicates ad fatigue or increased bidding competition during the holiday season.
- The Instagram Spike: Conversely, Instagram maintained its highest absolute revenue during December, proving to be a highly resilient channel for Q4 conversion spikes despite its higher baseline costs.
- Shift Core Budget Weights: Given that TikTok Ads delivers a 53.6% higher ROAS and significantly lower CPA, the baseline budget distribution should shift from 55% Instagram / 45% TikTok to 60% TikTok / 40% Instagram.
- Q4 Re-allocation Strategy: In December, TikTok’s efficiency drops due to ad fatigue or holiday auction dynamics. It is recommended to freeze/lower TikTok's budget scaling in December and re-allocate those seasonal funds directly into Instagram to leverage its resilient Q4 holiday conversion power.
- Exploit TikTok's Summer Efficiency: TikTok showed outstanding efficiency peaks during July and August. Marketing sprints and major campaign launches should be aggressively funded during these months on TikTok.
/Netflix_Ads_Performance_Analysis_2025.xlsx: The main interactive file containing processed pivot models, formula frameworks, and dashboards.