{
  "title": "MGGS First Nations Scholarship Meta Campaign Performance Update - 18 June 2026",
  "folder_id": "1D1twHgElkbHV6M3MaLXH4hORjjyopFDe",
  "segments": [
    {
      "type": "heading",
      "level": 1,
      "text": "MGGS First Nations Scholarship Meta Campaign Performance Update"
    },
    {
      "type": "heading",
      "level": 2,
      "text": "Lead Gen and Traffic Campaigns"
    },
    {
      "type": "italic",
      "text": "Prepared by IGNITE | 18 June 2026"
    },
    {
      "type": "newline"
    },
    {
      "type": "table",
      "headers": [
        "Field",
        "Detail"
      ],
      "rows": [
        [
          "Client",
          "Melbourne Girls Grammar School"
        ],
        [
          "Campaigns",
          "[2026 FB] First Nations Scholarship - Lead Gen and [2026 FB] First Nations Scholarship - Traffic"
        ],
        [
          "Channel",
          "Meta, Facebook and Instagram"
        ],
        [
          "Campaign status",
          "Both active"
        ],
        [
          "Reporting period",
          "22 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 First Nations Scholarship Meta activity is performing strongly across both campaign roles. Together, the Lead Gen and Traffic campaigns have spent $542.02, delivered 78,912 impressions, generated 963 link clicks, recorded 468 landing page views and produced 90 Meta leads. The Lead Gen campaign is the clearest performance driver, producing 90 leads at $3.00 per lead."
    },
    {
      "type": "normal",
      "text": "The Traffic campaign is playing a complementary role by sending people through to the scholarship content, with 431 landing page views at $0.63 per landing page view. This is an efficient result and suggests the campaign is doing a good job of building consideration around the scholarship while the Lead Gen campaign captures direct enquiries inside Meta."
    },
    {
      "type": "callout",
      "variant": "success",
      "text": "Overall, the scholarship campaign is in a healthy position. Lead volume is strong at 90 leads, traffic quality is efficient at $0.63 per landing page view, and both campaigns are contributing distinct value."
    },
    {
      "type": "divider"
    },
    {
      "type": "heading",
      "level": 2,
      "text": "Campaign Performance Overview"
    },
    {
      "type": "table",
      "headers": [
        "Campaign",
        "Spend",
        "Impressions",
        "Reach",
        "Frequency",
        "Link clicks",
        "Landing page views",
        "Leads",
        "Primary cost"
      ],
      "rows": [
        [
          "Lead Gen",
          "$270.18",
          "36,115",
          "11,855",
          "3.05",
          "374",
          "37",
          "90",
          "$3.00 per lead"
        ],
        [
          "Traffic",
          "$271.84",
          "42,797",
          "30,129",
          "1.42",
          "589",
          "431",
          "0",
          "$0.63 per landing page view"
        ]
      ]
    },
    {
      "type": "callout",
      "variant": "insight",
      "text": "The Lead Gen campaign is generating leads at a very efficient cost of $3.00. The Traffic campaign is also efficient, with a cost per landing page view of $0.63. Together, these campaigns are covering both direct enquiry capture and deeper website consideration."
    },
    {
      "type": "heading",
      "level": 2,
      "text": "Recent Performance Trend"
    },
    {
      "type": "table",
      "headers": [
        "Period",
        "Spend",
        "Link clicks",
        "Link CTR",
        "Cost per link click",
        "CPM"
      ],
      "rows": [
        [
          "Lead Gen first 7 full days",
          "$70.23",
          "127",
          "1.51%",
          "$0.55",
          "$8.34"
        ],
        [
          "Lead Gen last 7 full days",
          "$68.35",
          "73",
          "0.85%",
          "$0.94",
          "$7.98"
        ],
        [
          "Traffic first 7 full days",
          "$69.10",
          "151",
          "1.28%",
          "$0.46",
          "$5.84"
        ],
        [
          "Traffic last 7 full days",
          "$71.22",
          "146",
          "1.76%",
          "$0.49",
          "$8.59"
        ]
      ]
    },
    {
      "type": "normal",
      "text": "The Traffic campaign has improved materially in the most recent 7 full days, with stronger link CTR and lower cost per link click compared with the first 7 full days. The Lead Gen campaign is still performing well overall, but its recent link CTR is softer than the first week. Because the Lead Gen campaign is optimised for leads, the key metric to keep watching is cost per lead rather than link CTR alone."
    },
    {
      "type": "heading",
      "level": 2,
      "text": "Ad Set Performance"
    },
    {
      "type": "table",
      "headers": [
        "Campaign",
        "Ad set",
        "Spend",
        "Link clicks",
        "Primary result",
        "Primary cost",
        "Link CTR"
      ],
      "rows": [
        [
          "Lead Gen",
          "Prospecting / Broad Advantage+",
          "$270.18",
          "374",
          "90 leads",
          "$3.00",
          "1.04%"
        ],
        [
          "Traffic",
          "Prospecting / 2-5% LLA Indigenous Page Visitors",
          "$147.12",
          "315",
          "227 LPVs",
          "$0.65",
          "1.26%"
        ],
        [
          "Traffic",
          "Prospecting / Broad Advantage+",
          "$124.72",
          "274",
          "204 LPVs",
          "$0.61",
          "1.54%"
        ]
      ]
    },
    {
      "type": "normal",
      "text": "The strongest current pattern is that both campaigns are contributing efficiently, but in different ways. Lead Gen is delivering the direct outcome, while Traffic is generating low cost landing page views and wider engagement. This suggests the current split between lead capture and traffic support is working as intended."
    },
    {
      "type": "heading",
      "level": 2,
      "text": "Creative Performance"
    },
    {
      "type": "table",
      "headers": [
        "Campaign",
        "Creative",
        "Ad set",
        "Spend",
        "Link clicks",
        "Primary result",
        "Primary cost"
      ],
      "rows": [
        [
          "Lead Gen",
          "[2026 FB] First Nations Scholarship - Lead Gen / Single image / Group",
          "Prospecting / Broad Advantage+",
          "$168.27",
          "235",
          "58 leads",
          "$2.90"
        ],
        [
          "Lead Gen",
          "[2026 FB] First Nations Scholarship - Lead Gen / Single image / Boarding House",
          "Prospecting / Broad Advantage+",
          "$81.03",
          "113",
          "27 leads",
          "$3.00"
        ],
        [
          "Lead Gen",
          "[2026 FB] First Nations Scholarship - Lead Gen / Single video / Principal Video",
          "Prospecting / Broad Advantage+",
          "$10.92",
          "13",
          "2 leads",
          "$5.46"
        ],
        [
          "Lead Gen",
          "[2026 FB] First Nations Scholarship - Lead Gen / Single image / Classroom",
          "Prospecting / Broad Advantage+",
          "$7.53",
          "9",
          "2 leads",
          "$3.77"
        ],
        [
          "Lead Gen",
          "[2026 FB] First Nations Scholarship - Lead Gen / Single image / Student and Teacher",
          "Prospecting / Broad Advantage+",
          "$2.43",
          "4",
          "1 leads",
          "$2.43"
        ],
        [
          "Traffic",
          "[2026 FB] First Nations Scholarship - Traffic / Single image / Group",
          "Prospecting / Broad Advantage+",
          "$91.39",
          "206",
          "153 LPVs",
          "$0.60"
        ],
        [
          "Traffic",
          "[2026 FB] First Nations Scholarship - Traffic / Single image / Student and Teacher",
          "Prospecting / 2-5% LLA Indigenous Page Visitors",
          "$50.91",
          "111",
          "86 LPVs",
          "$0.59"
        ],
        [
          "Traffic",
          "[2026 FB] First Nations Scholarship - Traffic / Single image / Group",
          "Prospecting / 2-5% LLA Indigenous Page Visitors",
          "$47.17",
          "104",
          "76 LPVs",
          "$0.62"
        ],
        [
          "Traffic",
          "[2026 FB] First Nations Scholarship - Traffic / Single video / Pricipal Video",
          "Prospecting / 2-5% LLA Indigenous Page Visitors",
          "$29.19",
          "49",
          "36 LPVs",
          "$0.81"
        ],
        [
          "Traffic",
          "[2026 FB] First Nations Scholarship - Traffic / Single video / Pricipal Video",
          "Prospecting / Broad Advantage+",
          "$20.56",
          "42",
          "33 LPVs",
          "$0.62"
        ],
        [
          "Traffic",
          "[2026 FB] First Nations Scholarship - Traffic / Single image / Classroom",
          "Prospecting / 2-5% LLA Indigenous Page Visitors",
          "$5.29",
          "23",
          "15 LPVs",
          "$0.35"
        ],
        [
          "Traffic",
          "[2026 FB] First Nations Scholarship - Traffic / Single image / Boarding House Beds",
          "Prospecting / 2-5% LLA Indigenous Page Visitors",
          "$11.50",
          "23",
          "13 LPVs",
          "$0.88"
        ],
        [
          "Traffic",
          "[2026 FB] First Nations Scholarship - Traffic / Single image / Boarding House Beds",
          "Prospecting / Broad Advantage+",
          "$2.81",
          "6",
          "6 LPVs",
          "$0.47"
        ]
      ]
    },
    {
      "type": "callout",
      "variant": "insight",
      "text": "Creative that clearly frames the First Nations Scholarship offer is doing the heavy lifting. The next creative review should focus on identifying which message angle is generating the lowest cost leads in the Lead Gen campaign, then echoing that angle in the Traffic campaign to strengthen the path from awareness to enquiry."
    },
    {
      "type": "heading",
      "level": 2,
      "text": "Key Findings"
    },
    {
      "type": "bullets",
      "items": [
        "The combined campaign activity has generated 963 link clicks, 468 landing page views and 90 Meta leads from $542.02 in spend.",
        "The Lead Gen campaign is the strongest direct response driver, with 90 leads at $3.00 per lead.",
        "The Traffic campaign is efficiently building consideration, with 431 landing page views at $0.63 per landing page view.",
        "Traffic campaign frequency is controlled at 1.42, which gives it room to continue scaling without immediate overexposure concerns.",
        "Lead Gen frequency is higher at 3.05, which is expected for a lead objective but should be monitored to avoid creative fatigue.",
        "The two campaign structure is working well because it separates direct lead capture from broader scholarship content engagement."
      ]
    },
    {
      "type": "divider"
    },
    {
      "type": "heading",
      "level": 2,
      "text": "Recommendations & Next Steps"
    },
    {
      "type": "table",
      "headers": [
        "Priority",
        "Recommendation",
        "Rationale",
        "Next action"
      ],
      "rows": [
        [
          "1",
          "Keep both campaigns active",
          "The Lead Gen campaign is producing efficient leads, while the Traffic campaign is supporting consideration at a low cost per landing page view.",
          "Continue monitoring both campaigns weekly, with cost per lead as the primary Lead Gen measure and cost per landing page view as the primary Traffic measure."
        ],
        [
          "2",
          "Protect the Lead Gen campaign from fatigue",
          "Lead Gen frequency is higher than Traffic, which is normal for a lead campaign but can create creative fatigue if left unchecked.",
          "Review lead performance and frequency again in 5 to 7 days. If cost per lead rises, rotate in fresh creative or adjust audience delivery."
        ],
        [
          "3",
          "Use Traffic campaign learnings to support Lead Gen",
          "Traffic is generating efficient landing page views and can reveal which message angles are attracting interested families.",
          "Compare the top Traffic creative themes with the best Lead Gen creative, then align the next creative refresh around the strongest shared theme."
        ],
        [
          "4",
          "Keep reporting lead quality where possible",
          "Meta lead volume is strong, but client value ultimately depends on the quality and relevance of submitted enquiries.",
          "If MGGS can provide lead quality feedback, use it to optimise future creative and audience allocation."
        ]
      ]
    },
    {
      "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. Meta lead counts are based on the standard lead action reported by Meta for the Lead Gen campaign."
    },
    {
      "type": "grey_text",
      "text": "Prepared for Melbourne Girls Grammar School by IGNITE."
    },
    {
      "type": "newline"
    },
    {
      "type": "footer_brand"
    }
  ]
}