Events. Donations are the Meta pixel Purchase event fired on a completed gift on unrefugees.org.au. Donation value is the gift amount sent with that event; ROAS = donation value / spend. Landing page views count people who clicked an ad and the donation page then loaded.
Attribution. Meta's default, 7-day click and 1-day view, so a donation can be credited to an ad the donor saw but did not click. Results are counted on the day of the ad interaction.
Recommended actions. Worked out per creative for the selected range from spend, donations, ROAS against the target in the scorecard and link CTR against the campaign average. Ads below the minimum spend are marked too early to judge. They are a starting point for the media buyer, not automatic changes.
Scope. Only campaigns with "segments" in the name in the UNHCR Agency ad account (AUD). Campaigns run by other agencies in the same account are excluded. Weeks run Monday to Sunday in Sydney time.
Prepared by