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Budget overview & key metrics
Case: Canapuff.com
Period: June 1, 2024 – October 23, 2024
Before we dive into the details, here’s a quick snapshot of what
we’ve achieved:
Total Budget Invested:
● €60,000 (equivalent to 1,500,000 CZK invested across 3 ad accounts)
Key Metrics:
● Total Sales (Revenue): €423,676.23 (~10,878,547 CZK)
● Total Ad Spend: €60,000 (~1,500,000 CZK)
● Total Conversions: 1,694 sales
● Impressions: 3,285,765
● Cost Per Conversion (CPA): €12 (~299 CZK)
● Cost per 1,000 Impressions (CPM): €6.32 (~154 CZK)
● Cost per Click (CPC): €0.32 (~7.95 CZK)
● Click-Through Rate (CTR): 0.68%
● Conversion Rate (CR): 1.9%
● Average Order Value (AOV): €233.36
● Total Online Store Sessions: 435,304
Now that we’ve set the stage, let me tell you the full story of how these numbers came to be and what they mean for us.
Before we dive into the details, here’s a quick snapshot of what
we’ve achieved:
Total Budget Invested:
● €60,000 (equivalent to 1,500,000 CZK invested across 3 ad accounts)
Key Metrics:
● Total Sales (Revenue): €423,676.23 (~10,878,547 CZK)
● Total Ad Spend: €60,000 (~1,500,000 CZK)
● Total Conversions: 1,694 sales
● Impressions: 3,285,765
● Cost Per Conversion (CPA): €12 (~299 CZK)
● Cost per 1,000 Impressions (CPM): €6.32 (~154 CZK)
● Cost per Click (CPC): €0.32 (~7.95 CZK)
● Click-Through Rate (CTR): 0.68%
● Conversion Rate (CR): 1.9%
● Average Order Value (AOV): €233.36
● Total Online Store Sessions: 435,304
Now that we’ve set the stage, let me tell you the full story of how these numbers came to be and what they mean for us.
Step one: lighting the fire –launching the campaigns
Step
one:
lighting
the
fire
–
launching
the
campaigns
At the start, like with any project, we needed to see what works and what doesn’t. We divided the €60,000 budget across three ad accounts, kicked off the campaigns, and waited for the magic to unfold. The ads quickly reached over 3.28 million impressions, and we thought: “Great, orders should start rolling in any minute. ” But as every experienced marketer knows: “Not every impression leads to a click, and not every click results in a sale. ” So, we took a deeper dive into the details.
Where we got hooked:
click-through rate (CTR)
Once we had the campaigns up and running, we noticed a CTR of 0.68%. What does this mean? It means that for every 100 people who saw our ads, less than 1 person clicked. Not bad, but there’s room for improvement. So we brainstormed: “We’ve got room to grow here. Let’s tweak the creatives. ”We refreshed the ad copy, added more engaging visuals, and started testing these new versions. And guess what? The CTR began to improve little by little.
But here’s where the magic happened: cost per conversion (CPA)
While we were working on the CTR, we saw real success in the cost per conversion (CPA). And this is where things really took off: Our CPA averaged out at just €12. Now, what does this mean? For every €12 we spent, we gained one sale. That’s fantastic, especially when you consider that the average order value (AOV) was €233.36. So for every €12 invested, we brought in €233 in revenue. Talk about a solid return on investment!
The big picture: from €60,000 to €423,676 in sales
Now let’s talk about the website’s performance. Out of the 435,000 sessions, we achieved a conversion rate of 1.9%. This means that for every 100 visitors, nearly 2 people completed a purchase. And by the end of the campaign period, we processed 8,042 orders, bringing in a total of €423,676.23.
This is a remarkable achievement: Nearly €424,000 in sales from an initial investment of
€60,000. That’s what we call a strong return, wouldn’t you agree?
This is a remarkable achievement: Nearly €424,000 in sales from an initial investment of
€60,000. That’s what we call a strong return, wouldn’t you agree?
The cart abandonment story: what happened at checkout?
But here’s where things got interesting. We noticed that while 6% of visitors added items to their cart, only 3% completed the purchase. What does that tell us? It means that customers were interested — they were right at the finish line— but something stopped them from finalizing their order.
Solution? Retargeting! We reminded these visitors that their cart was still waiting for them. We also sweetened the deal with time-sensitive discounts or free shipping to nudge them to complete the purchase.
Solution? Retargeting! We reminded these visitors that their cart was still waiting for them. We also sweetened the deal with time-sensitive discounts or free shipping to nudge them to complete the purchase.
How we’ll make it even better
1. Improving the Click-Through Rate (CTR):
Our CTR of 0.68% is decent, but we know we can do better. We’ll continue refining our ad creatives and testing different messages to boost this number even higher.
2. Retargeting for Abandoned Carts:
With 6% of visitors adding to their carts, but only 3% converting, we have a huge opportunity. By running targeted retargeting campaigns, we’ll remind them that their items are still waiting and offer an extra incentive to complete the sale.
3. Optimizing the Checkout Process: We’ll make the checkout process faster and more intuitive. Fewer steps, faster page loading, and multiple payment options will make it easier for customers to finish their orders.
Our CTR of 0.68% is decent, but we know we can do better. We’ll continue refining our ad creatives and testing different messages to boost this number even higher.
2. Retargeting for Abandoned Carts:
With 6% of visitors adding to their carts, but only 3% converting, we have a huge opportunity. By running targeted retargeting campaigns, we’ll remind them that their items are still waiting and offer an extra incentive to complete the sale.
3. Optimizing the Checkout Process: We’ll make the checkout process faster and more intuitive. Fewer steps, faster page loading, and multiple payment options will make it easier for customers to finish their orders.
The big takeaway: what have we achieved?
Today, we can confidently say that we’ve made great strides. We’ve turned €60,000 into nearly €424,000 in sales, and we have a clear path forward to make these results even better.
We have a plan to:
● Boost CTR by continuing to improve ad creativity and targeting.
● Increase sales through retargeting customers who didn’t complete their purchases.
● Improve conversion rates by optimizing the checkout process.
The numbers are impressive, but we’re just getting started.
We have a plan to:
● Boost CTR by continuing to improve ad creativity and targeting.
● Increase sales through retargeting customers who didn’t complete their purchases.
● Improve conversion rates by optimizing the checkout process.
The numbers are impressive, but we’re just getting started.
Explore our live campaigns in action
We’re always testing, refining, and optimizing. Here’s a direct link to our current live campaigns, where you can see firsthand how we work, the creatives we’re running, and the strategies we’re implementing:
Now, here’s where you come in: imagine what we could do for your business. Book an online meeting with us today, and we’ll walk you through how we can make your business thrive.
Let’s grow together
