As seen in the video, you are a Marketing analyst at Homesure, reporting to the Head of Performance Marketing, Arun.

Note 1 You have been assigned the task to analyse and compute the efficiency of the user acquisition campaign tha
Note 2 You need to fill in the required numbers in blank cells in both "Dashboard" & "Costs"
Note 3 Learing objectives in the current assignment are -
1. Understand marketing performance metrics like CPC, CPI, Organic User % etc
2. Understand the marketing funnel and how to create projections based on historical per
3. Understand which metrics are independent factors in the funnel and which metrics are
Note 4 You can view the Concept explanation videos & solution videos in case you have any questions while solving

Question 1

The Head of Performance Marketing has asked you complete the following projections for the next 3 months - May, June , July
"Costs" has 3 tables corresponding to 3 different scenarios. Following are the assumptions for each scenario

Scenario 1 Assume that the "CPC (for web)", "CPI (for app)" , and "Organic Users % (web & app)" metrics are constant a
"New Registrations as a % of New Users - for Web" can be taken as average of the previou

Scenario 2 Assume that the "CPC (for web)", "CPI (for app)" , and "Organic Users % (web & app)" metrics are constant a
"New Registrations as a % of New Users - for Web" can be taken as average of the previou

Scenario 3 Assume that the "CPC ( for web)", "CPI ( for app)" and "Organic Users% (web & app)" metrics change - and th
"New Registrations as a % of New Users - for Web" can be taken as average of the previou

Question 2

Calculate M1 App retention for Jan, Feb, Mar, April and report the answers in the tab 'Dashboard' and cells - G12:J12

Calculate M1 Web retention for Jan, Feb, Mar, April and report the answers in the tab 'Dashboard' and cells - G19:J19

Question 3

Calculate the user acquisition campaign performance for the months of Jan, Feb, Mar, April, and write the values in cells G23:
rmance Marketing, Arun.

user acquisition campaign that is active right now. The campaign raw data is mentioned on the excel sheet below with instructions on wh

Organic User % etc

ections based on historical performance
funnel and which metrics are derived metrics
ve any questions while solving the task. You may also drop a message on the circle.so link, and we'd get back with answers

ext 3 months - May, June , July in the tab named "Costs"

ach scenario

& app)" metrics are constant and their value is equal to the average of the previous 3 months.
aken as average of the previous 7 months

& app)" metrics are constant and their value is equal to the average of the previous 7 months.
aken as average of the previous 7 months

& app)" metrics change - and their % change is equal to the average Month-on-Month % change of October-April
aken as average of the previous 7 months

d' and cells - G12:J12

rd' and cells - G19:J19

d write the values in cells G23:J32 in tab named "Dashboard"

below with instructions on what to compute, and how to report it

k with answers
 Channel Metric October

App Campaign Performance

App Number of cumulative downloads 43572

App Number of new downloads 3022
App Number of new registrations 2504
App Number monthly active users 3421
App Number of daily active users 423
App MoM Retention

Website Performance

Website Number of new visitors 27199

Website New registrations 10897
Website Number monthly active users 31234
Website Number of daily active users 1041
Website M1 Retention

App + Website Performance

Both Total monthly active users 34655

Both Total daily active users 1464
Both Total New Users 30221
Both Total New Registrations 13401

Website Web Registrations % 40.06%

App App Registrations % 82.86%

Website Website stickiness (DAU/MAU) 3.30%

App App stickiness (DAU/MAU) 12.36%
November December Jan Feb March April

46594 50272 54660 59926 66160 72985

3678 4388 5266 6234 6825 7316
3057 3788 4399 5123 5711 6111
3912 4803 5708 6643 7404 8103
311 367 532 543 611 677
24.99% 25.95% 27.25% 26.63% 25.49% 26.90%

33002 39445 47356 56933 61398 65485

13202 15734 18345 22773 24559 26198
40498 49407 59490 72248 80745 85945
1349 1645 1923 2385 2510 2964
87.39% 83.15% 83.28% 83.17% 77.77% 73.99%

44410 54210 65198 78891 88149 94048

1660 2012 2455 2928 3121 3641
36680 43833 52622 63167 68223 72801
16259 19522 22744 27896 30270 32309

40.00% 39.89% 38.74% 40.00% 40.00% 40.01%

83.12% 86.33% 83.54% 82.18% 83.68% 83.53%

3.30% 3.30% 3.23% 3.30% 3.11% 3.45%

7.95% 7.64% 9.32% 8.17% 8.25% 8.35%
Scenario 1 All Channels October November December Jan

App Installs 3022 3676 4389 5263

Organic % 11.22% 9.68% 8.87% 7.80%
Organic installs 339 356 389 411
Paid installs 2,683 3,320 4,000 4,852
CPI 55.9 52.7 50.0 47.4
App cost 150,000 175,000 200,000 230,000
paid% 88.78% 90.32% 91.13% 92.20%

Website New Users 27199 33002 39445 47356

New registrations 10897 13202 15734 18345
Organic Users% 63.65% 66.64% 63.06% 67.33%
Organic new users 17312 21993 24874 31884
Paid new users 9887 11009 14571 15472
CPC 15.17 15.90 13.73 14.87
Web traffic cost 150000 17500 200000 230000
%registration 40% 40% 40% 39%
paid% 36.35% 33.36% 36.94% 32.67%

Scenario 2 All Channels October November December Jan

App Installs 3022 3676 4389 5263

Organic % 11.22% 9.68% 8.87% 7.80%
Organic installs 339 356 389 411
Paid installs 2,683 3,320 4,000 4,852
CPI 55.9 52.7 50.0 47.4
App cost 150,000 175,000 200,000 230,000
paid% 88.78% 90.32% 91.13% 92.20%

Website New Users 27199 33002 39445 47356

New registrations 10897 13202 15734 18345
Organic Users% 63.65% 66.64% 63.06% 67.33%
Organic new users 17312 21993 24874 31884
Paid new users 9887 11009 14571 15472
CPC 15.17 15.90 13.73 14.87
Web traffic cost 150000 17500 200000 230000
paid% 36.35% 33.36% 36.94% 32.67%
%registration 40% 40% 40% 39%

Scenario 3 All Channels October November December Jan

 App Installs 3022 3676 4389 5263
Organic % 11.22% 9.68% 8.87% 7.80%
Organic installs 339 356 389 411
Paid installs 2,683 3,320 4,000 4,852
CPI 55.9 52.7 50.0 47.4
App cost 150,000 175,000 200,000 230,000

Website New Users 27199 33002 39445 47356

New registrations 10897 13202 15734 18345
Organic Users% 63.65% 66.64% 63.06% 67.33%
Organic new users 17312 21993 24874 31884
Paid new users 9887 11009 14571 15472
CPC 15.17 15.90 13.73 14.87
Web traffic cost 150000 17500 200000 230000
Feb March April May June July

6232 6825 7316 8099 9263 10484

8.21% 8.62% 9.26% 8.7% 8.9% 8.9%
512 588 678 704 821 937
5,720 6,237 6,638 7394 8443 9547
47.2 48.1 46.7 47.3 47.4 47.1
270,000 300,000 310,000 350000 400000 450000
91.79% 91.38% 90.74% 91.30% 91.14% 91.06%

56933 61398 65485 72928 83204 94119

22773 24559 26198 29036 33232 37573
66.43% 62.24% 62.64% 63.8% 62.9% 63.1%
37819 38213 41023 46506 52322 59387
19114 23185 24462 26422 30883 34732
14.13 12.94 12.67 13.25 12.95 12.96
270000 300000 310000 350000 400000 450000
40% 40% 40% 40% 40% 40%
33.57% 37.76% 37.36% 36.23% 37.12% 36.90%

Feb March April May June July

6232 6825 7316 7745 8981 10205

8.21% 8.62% 9.26% 9% 9% 9%
512 588 678 704 789 884
5,720 6,237 6,638 7040 8192 9321
47.2 48.1 46.7 49.7 48.8 48.3
270,000 300,000 310,000 350000 400000 450000
91.79% 91.38% 90.74% 90.91% 91.21% 91.34%

56933 61398 65485 69561 80579 91656

22773 24559 26198 27695 32053 36430
66.43% 62.24% 62.64% 65% 65% 64%
37819 38213 41023 44915
19114 23185 24462 24645 28443 32607
14.13 12.94 12.67 14.20 14.06 13.80
270000 300000 310000 350000 400000 450000
33.57% 37.76% 37.36% 35.43% 35.30% 35.58%
40% 40% 40% 40% 40% 40%

Feb March April May June July

 6232 6825 7316
8.21% 8.62% 9.26%
512 588 678
5,720 6,237 6,638
47.2 48.1 46.7
270,000 300,000 310,000 350000 400000 450000

56933 61398 65485

22773 24559 26198
66.43% 62.24% 62.64%
37819 38213 41023
19114 23185 24462
14.13 12.94 12.67
270000 300000 310000 350000 400000 450000