LinkedIn Ads paused on 18 May due to poor performance
CTR ≥ 2%
CTR 1–2%
CTR < 1%
Platform
Campaign
Impressions
Clicks
CTR
CPM
CPC
Cost
YouTube
A crane where the living room
175.386
3.714
2,12%
CHF 0,92
CHF 0,043
CHF 161,53
YouTube
Six metres of frameless glass
344.726
8.816
2,56%
CHF 0,83
CHF 0,033
CHF 287,12
YouTube
One mile from the 405
1.037.167
27.670
2,67%
CHF 0,85
CHF 0,032
CHF 880,98
YouTube
How do you bring three tonnes
1.586.209
26.723
1,68%
CHF 0,63
CHF 0,037
CHF 995,73
YouTube
Three tonnes of glass. Six metr.
1.248.807
34.708
2,78%
CHF 0,80
CHF 0,029
CHF 996,78
Instagram
Travis Roderick | Week Two active
292.906
12.715
4,34%
CHF 6,43
CHF 0,148
CHF 1.883,28
Instagram
Travis Roderick | Week One completed
269.842
7.249
2,69%
CHF 7,63
CHF 0,284
CHF 2.059,25
LinkedIn
Travis Roderick | Week Two paused
21.302
93
0,44%
CHF 27,22
CHF 6,234
CHF 579,77
LinkedIn
Travis Roderick | Week One paused
48.169
173
0,36%
CHF 24,91
CHF 6,936
CHF 1.200,00
Unique Visitors
60.800
12–21 May 2026
Total Visits
62.300
incl. Return Visits
Bounce Rate
89%
Expected (Film CTA)
Visit Duration
22s
Avg. Time on Page
Page
Language
Visitors
Pageviews
Bounce Rate
Time on Page
Scroll Depth
/en/travis-roderick/
48.200
56.100
89%
22s
10%
/de/travis-roderick/
855
1.000
86%
2m 15s
32%
EN: paid campaign traffic (YouTube, Instagram, LinkedIn) · DE: primarily newsletter traffic (1.300 email visits via Plausible) · Bounce Rate expected for film CTAs — primary KPIs are Video Watch Time and View Rate
Traffic by Country
United Arab Emirates
41.800
United States
6.900
United Kingdom
6.700
Germany
2.200
Switzerland
749
Austria
688
Japan
306
Netherlands
158
France
118
Traffic by Channel — Plausible
Tracking discrepancy: YouTube reports 101.631 clicks, Plausible records 43.700 Paid Search visitors (–57,0%). Meta reports 20.272 clicks, Plausible 15.400 (–24,0%). GA4 under-reporting is a known issue — Plausible is the primary analytics source. YouTube UTM parameters corrected on 19 May.
Paid Search (YouTube)
43.700 · 73,5%
Paid Social (Meta)
15.400 · 25,9%
Email
1.300 · 2,2%
Direct
161 · 0,3%
Organic Social
63 · 0,1%
Organic Search
39 · 0,07%
Referral
2 · 0,0%
Paid Search (YouTube)
Paid Social (Meta)
Other Channels
Scroll DepthHotjar Heatmap Mobile · n = 92 Visitors
5%
87,5%
10%
52,5%
15%
31,7%
20%
25,8%
25%
24,2%
30%
20,0%
35%
17,5%
40%
15,8%
45%
13,3%
50%
12,5%
55%
12,5%
60%
12,5%
65%
12,5%
70%
11,7%
75%
11,7%
80%
10,0%
85%
10,0%
90%
10,0%
95%
9,2%
100%
5,8%
5% · 536px
87,5%
Video + CTA visible
10% · 1.072px
52,5%
Below video / first text
50% · 5.362px
12,5%
Plateau — editorial content
100% · 10.724px
5,8%
Page read in full
87,5% scroll to the video/CTA area (5% = 536px). Sharp drop between 5% and 10% (–35 percentage points): users watch the video, make a decision, leave — expected behaviour. From 50% a stable plateau at ~12,5%: an engaged group reads the editorial content.
Page Performance — Lighthouse
Before — Autoplay
55
Perf.
73
Access.
77
Best Pr.
92
SEO
After — Thumbnail Facade
82
Perf.
71
Access.
100
Best Pr.
92
SEO
Metric
Before
After
Change
FCP (First Contentful Paint)
1,2s
1,2s
unchanged
LCP (Largest Contentful Paint)
3,9s
4,8s
+0,9s (Lab Variance)
TBT (Total Blocking Time)
1.910ms
120ms
–1.790ms (–94%)
Speed Index (Visual Load Progress)
5,9s
2,5s
–3,4s (–58%)
CLS (Cumulative Layout Shift)
0,001
0,002
unchanged
Field Data Mobile — CrUXstill Autoplay phase, updates after campaign end
LCP (Largest Contentful Paint)
4,0s
Target ≤ 2,5s
INP (Interaction to Next Paint)
167ms
Target ≤ 200ms
CLS (Cumulative Layout Shift)
0,07
Target ≤ 0,1
FCP (First Contentful Paint)
3,3s
Target ≤ 1,8s
TTFB (Time to First Byte)
1,9s
Target ≤ 0,8s
Field data (CrUX): 21 Apr – 18 May 2026 (Autoplay phase) · Lighthouse Lab: 20 May 2026