Meta (Facebook & Instagram)

• Facebook recorded more clicks than Instagram. Instagram played a crucial role in driving engagement & registrations.

• Newsfeed placements had the highest conversions.

• Countdown messaging (e.g., x weeks to go) worked effectively.

• UGC videos performed well.

Google Campaigns

• Google Search Ads generated 4,431 clicks at $0.55 CPC, leading to 326 conversions.

Linkedin Campaigns

• 3,084 clicks at $1.81 CPC (extremely cost-effective for driving traffic).

• Targeting relevant audiences resulted in high engagement.

Google Analytics shows that the direct was the highest traffic driver, which suggests many conversions could have been assisted by paid ads but were ultimately credited elsewhere.

Mobile users made up 45.2% of website traffic, mobile tracking limitations (such as Apple’s App Tracking Transparency and cookie restrictions) may have underreported conversions from Meta and Google ads.