The two campaigns comprised a series of ads, each showcasing different features and value propositions of a school-based app. Our objective was to identify which platform yielded higher engagement in terms of Click-Through Rate (CTR), reach, impressions, and audience demographics.

All the ads and the subsequent analysis presented in this report were generated using our tools.

The Results:

Upon comparing the All-Platforms approach (Meta, Instagram, Audience Network, Instagram) with the Instagram-only approach, we observed that the combined platforms yielded double the Click-Through Rates (CTR). Interestingly, Instagram as a standalone platform outperformed in terms of reach, garnering a thousand more impressions than all platforms combined. However, it’s crucial to note that despite this higher reach, the cost per result for the Instagram-only approach was twice as high.

Our analysis revealed that Instagram tends to attract a younger audience, whereas the age distribution across All Platforms (Meta, Instagram Audience Network) is more evenly balanced.

Our findings indicate that while the combined platforms managed to double the Click-Through Rates (CTR), Instagram as a standalone platform demonstrated a higher reach and garnered more impressions than all platforms combined. However, it’s important to note that the cost per result for Instagram was twice as high.

While reaching a larger audience can potentially enhance engagement metrics such as click-through rates, it doesn’t necessarily translate into cost efficiency.