{
  "title": "MGGS ELC Meta Campaign Performance Update - 18 June 2026",
  "folder_id": "1D1twHgElkbHV6M3MaLXH4hORjjyopFDe",
  "segments": [
    {
      "type": "heading",
      "level": 1,
      "text": "MGGS ELC Meta Campaign Performance Update"
    },
    {
      "type": "heading",
      "level": 2,
      "text": "[2026 FB] ELC - Playful Facilities"
    },
    {
      "type": "italic",
      "text": "Prepared by IGNITE | 18 June 2026"
    },
    {
      "type": "newline"
    },
    {
      "type": "table",
      "headers": [
        "Field",
        "Detail"
      ],
      "rows": [
        [
          "Client",
          "Melbourne Girls Grammar School"
        ],
        [
          "Campaign",
          "[2026 FB] ELC - Playful Facilities"
        ],
        [
          "Channel",
          "Meta, Facebook and Instagram"
        ],
        [
          "Objective",
          "Traffic"
        ],
        [
          "Campaign status",
          "Active"
        ],
        [
          "Reporting period",
          "29 May 2026 to 18 June 2026"
        ],
        [
          "Prepared",
          "18 June 2026"
        ],
        [
          "Data source",
          "Meta Marketing API campaign, daily, ad set and ad level insights"
        ]
      ]
    },
    {
      "type": "divider"
    },
    {
      "type": "heading",
      "level": 2,
      "text": "Executive Summary"
    },
    {
      "type": "italic",
      "text": "The MGGS ELC Meta campaign is performing strongly for a traffic objective. Across 29 May to 18 June, it has delivered 49,149 impressions, reached 28,790 people, generated 824 link clicks and recorded 568 landing page views from $429.69 in spend. The campaign is achieving a $0.52 cost per link click and a $0.76 cost per landing page view, which indicates efficient traffic generation at this stage of the campaign."
    },
    {
      "type": "normal",
      "text": "The strongest learning so far is that the campaign is achieving both reach and efficient site traffic without showing signs of excessive frequency. Frequency is currently 1.71, which means the audience has not been overexposed. Performance has softened slightly in the most recent 7 full days, with link CTR moving from 1.83 percent to 1.54 percent and cost per link click moving from $0.47 to $0.58. This is not a concern yet, but it is worth monitoring so we can refresh creative before performance declines materially."
    },
    {
      "type": "callout",
      "variant": "success",
      "text": "Overall, the campaign is in a healthy position. It is delivering efficient traffic to the ELC experience, with R&D Lab and Research carousel creative emerging as the clearest performers."
    },
    {
      "type": "divider"
    },
    {
      "type": "heading",
      "level": 2,
      "text": "Topline Performance"
    },
    {
      "type": "table",
      "headers": [
        "Metric",
        "Result"
      ],
      "rows": [
        [
          "Spend",
          "$429.69"
        ],
        [
          "Impressions",
          "49,149"
        ],
        [
          "Reach",
          "28,790"
        ],
        [
          "Frequency",
          "1.71"
        ],
        [
          "Clicks",
          "1,062"
        ],
        [
          "Link clicks",
          "824"
        ],
        [
          "Landing page views",
          "568"
        ],
        [
          "CTR",
          "2.16%"
        ],
        [
          "Link CTR",
          "1.68%"
        ],
        [
          "CPC",
          "$0.40"
        ],
        [
          "Cost per link click",
          "$0.52"
        ],
        [
          "Cost per landing page view",
          "$0.76"
        ],
        [
          "CPM",
          "$8.74"
        ]
      ]
    },
    {
      "type": "callout",
      "variant": "insight",
      "text": "The campaign is generating a large volume of relevant traffic at a low cost. A cost per landing page view of $0.76 suggests the campaign is not only attracting clicks, but also encouraging users to load through to the website."
    },
    {
      "type": "heading",
      "level": 2,
      "text": "Recent Performance Trend"
    },
    {
      "type": "table",
      "headers": [
        "Period",
        "Spend",
        "Link clicks",
        "Link CTR",
        "Cost per link click",
        "CPM"
      ],
      "rows": [
        [
          "First 7 full days",
          "$228.59",
          "487",
          "1.83%",
          "$0.47",
          "$8.60"
        ],
        [
          "Last 7 full days",
          "$169.25",
          "292",
          "1.54%",
          "$0.58",
          "$8.95"
        ]
      ]
    },
    {
      "type": "normal",
      "text": "The first 7 full days delivered 487 link clicks from $228.59 in spend at a $0.47 cost per link click. The last 7 full days delivered 292 link clicks from $169.25 in spend at a $0.58 cost per link click. CPM has stayed stable, so the change appears to be driven more by engagement rate than media cost pressure."
    },
    {
      "type": "callout",
      "variant": "warning",
      "text": "The recent trend should be watched. Performance remains efficient, but the softer link CTR suggests we should be ready to rotate creative if the same pattern continues over the next week."
    },
    {
      "type": "heading",
      "level": 2,
      "text": "Audience and Ad Set Performance"
    },
    {
      "type": "table",
      "headers": [
        "Ad set",
        "Spend",
        "Link clicks",
        "Landing page views",
        "Cost per landing page view",
        "Link CTR"
      ],
      "rows": [
        [
          "Prospecting|Broad Advantage+",
          "$132.57",
          "244",
          "171",
          "$0.78",
          "1.54%"
        ],
        [
          "Prospecting|Premium Beauty",
          "$123.95",
          "227",
          "163",
          "$0.76",
          "1.59%"
        ],
        [
          "Prospecting|Early Learning Interests",
          "$88.51",
          "193",
          "119",
          "$0.74",
          "2.01%"
        ],
        [
          "Prospecting|1-5% LLA LTP + Website Visitors",
          "$84.66",
          "160",
          "115",
          "$0.74",
          "1.71%"
        ]
      ]
    },
    {
      "type": "normal",
      "text": "All four prospecting ad sets are contributing useful traffic. Broad Advantage+ has generated the largest volume of landing page views, while Early Learning Interests has the highest link CTR at 2.01 percent. Early Learning Interests and the lookalike plus website visitor audience are also tied for the best cost per landing page view at $0.74."
    },
    {
      "type": "heading",
      "level": 2,
      "text": "Creative Performance"
    },
    {
      "type": "table",
      "headers": [
        "Creative",
        "Ad set",
        "Spend",
        "Link clicks",
        "Landing page views",
        "Cost per landing page view",
        "Link CTR"
      ],
      "rows": [
        [
          "Carousel|Research",
          "Prospecting|Premium Beauty",
          "$78.64",
          "142",
          "96",
          "$0.82",
          "1.47%"
        ],
        [
          "Carousel|R&D Lab",
          "Prospecting|1-5% LLA LTP + Website Visitors",
          "$53.14",
          "112",
          "85",
          "$0.63",
          "1.83%"
        ],
        [
          "Carousel|R&D Lab",
          "Prospecting|Broad Advantage+",
          "$64.37",
          "108",
          "77",
          "$0.84",
          "1.43%"
        ],
        [
          "Carousel|R&D Lab",
          "Prospecting|Early Learning Interests",
          "$56.10",
          "128",
          "71",
          "$0.79",
          "2.01%"
        ],
        [
          "Carousel|Research",
          "Prospecting|Broad Advantage+",
          "$40.13",
          "98",
          "62",
          "$0.65",
          "1.79%"
        ],
        [
          "Carousel|R&D Lab",
          "Prospecting|Premium Beauty",
          "$32.94",
          "64",
          "51",
          "$0.65",
          "1.85%"
        ],
        [
          "Carousel|Flight School",
          "Prospecting|Early Learning Interests",
          "$9.80",
          "25",
          "17",
          "$0.58",
          "2.32%"
        ],
        [
          "Carousel|Organic Produce",
          "Prospecting|Early Learning Interests",
          "$13.67",
          "18",
          "17",
          "$0.80",
          "1.40%"
        ],
        [
          "Single video|Video - Garden",
          "Prospecting|1-5% LLA LTP + Website Visitors",
          "$18.00",
          "28",
          "16",
          "$1.12",
          "1.62%"
        ],
        [
          "Carousel|Organic Produce",
          "Prospecting|Broad Advantage+",
          "$13.70",
          "17",
          "16",
          "$0.86",
          "1.17%"
        ]
      ]
    },
    {
      "type": "normal",
      "text": "The strongest creative themes are R&D Lab and Research. R&D Lab is performing particularly well across multiple audiences and is the most efficient high-volume creative within the lookalike and website visitor audience. Research is producing the largest single creative result by landing page views within Premium Beauty and is also efficient in Broad Advantage+."
    },
    {
      "type": "callout",
      "variant": "insight",
      "text": "The winning creative pattern is clear: specific, experience-led ELC facilities are driving stronger traffic than more general creative themes. Future creative should continue to show tangible spaces and activities that help parents imagine the ELC experience."
    },
    {
      "type": "heading",
      "level": 2,
      "text": "Key Findings"
    },
    {
      "type": "bullets",
      "items": [
        "The campaign has delivered 824 link clicks and 568 landing page views from $429.69 in spend, which is an efficient result for an awareness and traffic-led ELC campaign.",
        "Frequency remains controlled at 1.71, so the campaign has room to continue running without immediate overexposure concerns.",
        "Early Learning Interests is the strongest CTR audience, suggesting the interest-based targeting is reaching a responsive parent audience.",
        "Broad Advantage+ is providing the most scale, with 171 landing page views and the largest spend share.",
        "R&D Lab and Research carousel creative are the strongest current creative themes and should inform the next round of creative testing.",
        "The most recent 7 full days have softened compared with the first 7 full days, so we should monitor whether this is normal delivery stabilisation or early fatigue."
      ]
    },
    {
      "type": "divider"
    },
    {
      "type": "heading",
      "level": 2,
      "text": "Recommendations & Next Steps"
    },
    {
      "type": "table",
      "headers": [
        "Priority",
        "Recommendation",
        "Rationale",
        "Next action"
      ],
      "rows": [
        [
          "1",
          "Keep the campaign live and maintain monitoring",
          "The campaign is generating low cost traffic at $0.52 per link click and $0.76 per landing page view, with healthy reach and controlled frequency.",
          "Continue weekly checks while the campaign is active, watching landing page view cost and daily link CTR."
        ],
        [
          "2",
          "Lean further into R&D Lab and Research carousel themes",
          "R&D Lab and Research are currently the strongest traffic drivers by landing page views. R&D Lab is especially efficient in the lookalike and website visitor audience, while Research is scaling well in Premium Beauty and Broad Advantage+.",
          "Prioritise these creative angles when refreshing ads or reallocating spend within the campaign."
        ],
        [
          "3",
          "Use Early Learning Interests as the strongest intent signal",
          "Early Learning Interests has the highest ad set link CTR at 2.01 percent and the equal best cost per landing page view at $0.74.",
          "Keep this audience active and consider testing similar interest clusters if additional scale is required."
        ],
        [
          "4",
          "Watch the softening in the most recent 7 days",
          "The last 7 full days show link CTR moving from 1.83 percent to 1.54 percent and cost per link click moving from $0.47 to $0.58. This is still efficient, but it suggests early fatigue or delivery normalisation.",
          "Review again after another 5 to 7 days. If the trend continues, introduce fresh creative or rotate budget toward the strongest ad set and creative combinations."
        ]
      ]
    },
    {
      "type": "divider"
    },
    {
      "type": "heading",
      "level": 2,
      "text": "Notes on Data"
    },
    {
      "type": "normal",
      "text": "This report uses read-only Meta Marketing API insight data pulled at campaign, daily, ad set and ad level. Results are reported to 18 June 2026. The current day may be partially complete depending on the time of data extraction."
    },
    {
      "type": "grey_text",
      "text": "Prepared for Melbourne Girls Grammar School by IGNITE."
    },
    {
      "type": "newline"
    },
    {
      "type": "footer_brand"
    }
  ]
}