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Comprehensive budget optimization analysis for digital advertising campaigns comparing TikTok vs Meta performance across 3 clients.

• Time Period: 12 months of weekly campaign data
• Platforms: Meta and TikTok
• Clients: 3 different advertisers
• Metrics: Spend, Revenue, Impressions, Clicks, Conversions

1. Performance Metrics Calculation

   • CTR (Click-Through Rate)
   • CVR (Conversion Rate)
   • CPC (Cost Per Click)
   • CPA (Cost Per Acquisition)
   • ROAS (Return on Ad Spend)

2. Platform Comparison

   • Client-level performance analysis
   • Meta vs TikTok comparison
   • Budget allocation assessment

3. Return Curves Analysis

   • Diminishing returns identification
   • Marginal ROAS analysis