Case study · BI reporting
User Funnel Analysis & KPI Reporting
With multiple social platforms driving different types of engagement, the marketing team needed a unified way to track, compare, and act on campaign performance. This dashboard provided the clarity required to align efforts, measure impact, and refine strategy.
4
platforms unified
12%
Instagram Reels CTR (highest)
5,505
TikTok impressions (led)
The challenge
Each platform — Instagram, TikTok, Pinterest and YouTube — offered isolated analytics, and the team lacked an integrated view of engagement performance, reach, and conversion. Insights were fragmented, making cross-platform comparison nearly impossible and decision-making reactive rather than data-led.
My role
I led the creation of a multi-channel dashboard using Power BI. My process included:
- Collecting and cleaning campaign metrics across four platforms
- Segmenting each platform into its own tab for clear deep-dive navigation
- Standardising KPIs such as impressions, interactions, CTR, reach, and saves
- Designing custom visuals to track month-over-month performance, content types, and peak interaction times
What changed
- Provided a single source of truth across channels
- Helped identify that Instagram Reels had the highest CTR (12%), while TikTok led in total impressions (5,505)
- Visualised user interaction trends per day and hour, enabling posting strategy optimisation
- Tracked progress against monthly engagement targets
- Allowed granular analysis (e.g. IG image vs carousel vs reel) and board-specific funnel in Pinterest
Tools used: Power BI · Meta Insights · YouTube Studio · Pinterest Analytics
Skills applied: Data consolidation · Funnel tracking · UX visualisation · Multi-platform reporting
Hoda Rezvanjoo 