01 · strongest observed efficiency
TikTok Ads
8.36x
$20.76 CPA
Global Paid Media Performance & Budget Opportunity Analysis
Where should the next advertising dollar go?
A cross-platform paid media analysis across Google Ads, Meta Ads and TikTok Ads.
349
E-commerce records
3
Platforms
7
Markets
4
Campaign types
5.01x
Overall ROAS
Python→KPI Validation→Excel Analytics→Decision Support
Public synthetic Kaggle datasetPortfolio case study, not a real company account
Executive performance
Three platforms. Three different efficiency profiles.
02 · mid profile
Meta Ads
4.97x
$29.85 CPA
03 · cost pressure
Google Ads
3.70x
$46.93 CPA
TikTok showed the strongest observed return efficiency, but platform-level performance alone is not enough to make a budget decision.
Funnel diagnosis
The gap starts before conversion.
MetricTikTokGoogle
CTR5.35%4.16%
CPC$0.98$2.10
CVR4.73%4.48%
CPA$20.76$46.93
ROAS8.36x3.70x
Google’s main gap is not a collapse in conversion — it is expensive acquisition.CTR and CVR remain meaningful. Higher CPC and CPA are associated with weaker observed return efficiency in this dataset.
Opportunity matrix
Not every high-ROAS segment deserves immediate scaling.
Validate Scaling10.70x
TikTok × Search. Confirm margin, attribution and incrementality first.
Growth TestTikTok
Display and Video are candidates for controlled tests.
Optimization PriorityGoogle
High-spend segments warrant creative, audience and landing-page review.
High observed ROAS identifies where to test next — not where to blindly move budget.
From insight to action
From performance data to the next business decision.
01
Validate
Check margin, attribution, conversion quality and incrementality before treating ROAS as an economic result.
02
Test
Run controlled budget increases in high-ROAS candidates and validate results at market level.
03
Optimize
Review creative, audience, bidding and landing pages where acquisition costs weaken return.
Synthetic dataNo COGS or LTVNo incrementalityDescriptive ≠ causal
The goal is not to pick a platform. It is to identify what the business should test next.
Currency shown as $ for portfolio presentation; source currency is unspecified.Global Ads Performance · Kaggle