Reporting Travis Roderick working with Sky-Frame

Platform	Impressions	CPM	Clicks	CPC	CTR	Cost
YouTube	6.609.275	CHF 0,95	158.804	CHF 0,040	2,40%	CHF 6.289,19
Instagram	1.077.520	CHF 7,05	53.137	CHF 0,143	4,93%	CHF 7.593,53
LinkedIn	69.469	CHF 25,62	266	CHF 6,688	0,38%	CHF 1.779,63
Total	7.756.264	CHF 2,02	212.207	CHF 0,074	2,74%	CHF 15.662,35


Instagram	01-01	281.137	CHF 7,19	8.442	CHF 0,239	3,00%	CHF 2.021,76
Instagram	02-01	7.424	CHF 3,29	63	CHF 0,387	0,85%	CHF 24,39
Instagram	03-01	62.547	CHF 6,03	1.383	CHF 0,273	2,21%	CHF 377,49
Instagram	01-02	603.203	CHF 6,65	40.877	CHF 0,098	6,78%	CHF 4.013,55
Instagram	02-02	236	CHF 1,31	3	CHF 0,103	1,27%	CHF 0,31
Instagram	03-02	114.555	CHF 8,40	1.978	CHF 0,486	1,73%	CHF 962,14
Instagram	Retargeting	8.418	CHF 23,03	391	CHF 0,496	4,64%	CHF 193,89
LinkedIn	01-01	29.934	CHF 25,75	96	CHF 8,028	0,32%	CHF 770,66
LinkedIn	02-01	22.151	CHF 22,82	81	CHF 6,240	0,37%	CHF 505,41
LinkedIn	03-01	11.197	CHF 28,81	61	CHF 5,289	0,54%	CHF 322,62
LinkedIn	01-02	5.139	CHF 30,42	22	CHF 7,107	0,43%	CHF 156,36
LinkedIn	02-02	—	—	—	—	—	—
LinkedIn	03-02	1.048	CHF 23,45	6	CHF 4,095	0,57%	CHF 24,57
YouTube	01-01	1.541.320	CHF 0,92	41.088	CHF 0,035	2,67%	CHF 1.424,66
YouTube	02-01	1.804.842	CHF 0,83	32.067	CHF 0,047	1,78%	CHF 1.505,36
YouTube	03-01	1.286.405	CHF 1,09	35.067	CHF 0,040	2,73%	CHF 1.397,78
YouTube	01-02	574.915	CHF 1,12	14.311	CHF 0,045	2,49%	CHF 645,08
YouTube	02-02	860.934	CHF 0,75	25.126	CHF 0,026	2,92%	CHF 645,14
YouTube	03-02	540.859	CHF 1,24	11.145	CHF 0,060	2,06%	CHF 671,17

Channel All Channels Paid SearchPaid SocialPaid VideoEmailDirectOrganic SocialOrganic SearchReferral	Source	Visitors default descendingascending	Bounce Rate default descendingascending	Visit Duration default descendingascending
Paid Search	YouTube (adwords)	74.084	87%	11s
Paid Social	Instagram	39.632	97%	2s
Email	HubSpot (hs_email)	1.438	85%	1m 03s
Direct	Direct / None	263	71%	4m 21s
Paid Social	LinkedIn	196	95%	5s
Organic Social	Organic Social	97	79%	1m 51s
Organic Search	Organic Search	70	67%	3m 46s
Paid Video	YouTube (Paid Video)	36	70%	3s
Referral	chatgpt.com	4	0%	15m 06s

Metric	Autoplay	Thumbnail	Change	Target
FCP (First Contentful Paint)	1,2s	1,2s	unchanged	≤ 1,8s
LCP (Largest Contentful Paint)	3,9s	4,8s	+0,9s (Lab Variance)	≤ 2,5s
TBT (Total Blocking Time)	1.910ms	50ms	–1.860ms (–97%)	≤ 200ms
Speed Index (Visual Load Progress)	5,9s	2,4s	–3,5s (–59%)	≤ 3,4s
CLS (Cumulative Layout Shift)	0,001	0,267	+0,266 (needs attention)	≤ 0,1

Platform	Reach*	Views	Eng.	Eng. Rate	Clicks	CTR
YouTube	4.595	7.294	40	0,9%	—	—
Instagram	18.349	28.652	950	5,2%	51	0,2%
LinkedIn	12.414	4.910	414	3,3%	1.069	8,6%
Total	35.358	40.856	1.404	4,0%	1.120	3,2%

Platform All YouTubeInstagramLinkedIn	Content All FilmShortReelStoryPost	Reach default descendingascending	Views default descendingascending	Avg. Viewed default descendingascending	Eng. default descendingascending	Eng. Rate default descendingascending	Clicks default descendingascending	CTR default descendingascending
YouTube	Film	982	5.138	42,6%	29	3,0%	—	—
YouTube	Short 01-01	909	126	60%	0	0%	—	—
YouTube	Short 02-01	682	149	53%	0	0%	—	—
YouTube	Short 03-01	980	205	50%	0	0%	—	—
YouTube	Short 01-02	586	974	63%	4	0,7%	—	—
YouTube	Short 02-02	223	225	62%	2	0,9%	—	—
YouTube	Short 03-02	233	477	44%	5	2,1%	—	—
Instagram	Reel 01-01	2.663	4.046	—	205	7.7%	—	0%
Instagram	Reel 02-01	2.313	3.335	—	131	5.7%	—	0%
Instagram	Reel 03-01	1.266	1.863	—	82	6.5%	—	0%
Instagram	Reel 01-02	1.396	2.010	—	72	5.2%	—	0%
Instagram	Reel 02-02	2.077	3.018	—	104	5.0%	—	0%
Instagram	Reel 03-02	1.670	2.386	—	72	4.3%	—	0%
Instagram	Image 01-03	2.019	3.404	—	42	2,1%	—	0%
Instagram	Carousel 02-03	1.772	4.715	—	169	9,5%	—	0%
Instagram	Story 01-01	529	658	—	15	2,8%	14	2,6%
Instagram	Story 02-01	603	778	—	19	3,2%	15	2,5%
Instagram	Story 03-01	406	478	—	5	1,2%	3	0,7%
Instagram	Story 01-02	524	628	—	7	1,3%	9	1,7%
Instagram	Story 02-02	350	424	—	13	3,7%	2	0,6%
Instagram	Story 03-02	357	418	—	5	1,4%	3	0,8%
Instagram	Story 01-03	404	491	—	9	2,2%	5	1,2%
LinkedIn	Post 01-01	2.329	1321	—	98	4.2%	103	4.4%
LinkedIn	Post 02-01	2.273	1399	—	82	3.6%	113	5.0%
LinkedIn	Post 03-01	1.067	384	—	33	3.1%	31	2.9%
LinkedIn	Post 01-02	1.892	768	—	40	2.1%	87	4.6%
LinkedIn	Post 02-02	1.469	597	—	48	3.3%	48	3.3%
LinkedIn	Post 03-02	1.058	441	—	35	3.3%	38	3.6%
LinkedIn	Post 01-03	1.086	—	—	18	1.7%	31	2.9%
LinkedIn	Post 02-03	1.240	—	—	60	4.8%	618	49.8%

The campaign reached 115.968 unique visitors on the landing page, exceeding the target of 50.000+ by 132%. Of these, around 64% arrived via paid YouTube traffic at a CPM of CHF 0,95, establishing it as the dominant channel, with paid Instagram contributing a further 34% for this format.

The Travis Roderick film is embedded on the landing page via YouTube; views are therefore counted through YouTube reporting. The film was viewed 5.138 times on YouTube, exceeding the 4.000+ target. Cost per visit, by contrast, came in at CHF 0,074, well below the CHF 0,50 ceiling and the most efficient metric of the campaign.

Video completion averaged 42,6% (avg. watch time 2:33 of 6:00), short of the 50% target. Across the Hotjar sample (n=269), scroll depth dropped sharply: only 13,4% reached the 50% mark and just 3,7% the bottom of the page. With 269 of 92k+ visitors tracked (≈0,3%), this is directional only and not statistically representative.

Form submissions remain untracked for this period.

KPI	Goal	Result	Status
Website Visitors	50.000+	115.968	232% of goal
Film Views	4.000+	5.138	128% of goal
Cost per Visit	≤ CHF 0,50	CHF 0,074	85% below target
Video Completion	50%+	42,6%	below target
Scroll Depth	50%+	13,4% reach 50% of page	not representative (n=269 of 116k)i
Form Submissions	—	TBD	—

Interpretation

Below, I provide my interpretation of the data. This can only be partially substantiated with figures, as the available tracking data has its limitations.

Overall, the campaign was very successful. With the same budget, the ad performance could be improved over that of the campaign in autumn. Generally speaking, it can be concluded that the format of short video ads that direct users to a landing page works well. What we still need to optimise is ensuring that the landing page, or the offer presented there, delivers what the ad promises.

The performance, technical setup and layout of the website remain the biggest problem in the current setup and caused a huge loss in on-page conversions. This is well known, and the website relaunch is planned for 2027. Against this backdrop, further optimisation of the existing website is simply not economically justifiable.