Below are sample data for 2 social media advertising campaigns. What could be the reason for the decrease in ROI seen in these campaigns, which metrics / reports do you look at to understand this? What would your optimization suggestions be? Impression: The number of impressions the ads received Click: Number of clicks on ads Cost: The amount spent on advertising Conversion: Number of sales from the ad Avg CPC: Average cost paid per click CTR: Click-through rate CR: Conversion rate Campaign 1 Click Impression Week1 Week2 Cost Conversion ROI Avg CPC CTR CR 52.800 1.203.460 29.040 160 0,49 0,55 4,39% 0,30% 40.900 1.102.500 26.200 124 0,42 0,64 3,71% 0,30% Campaign 2 Click Impression Cost Conversion ROI Avg CPC CTR CR Week1 Week2 35.500 57.200 905.400 1.255.000 29.040 37.500 160 0,49 0,82 3,92% 0,45% 170 0,41 0,66 4,56% 0,30%