This case study analyzes a 120-day Criteo campaign performance for a retail advertiser. The goal was to identify the root causes of a sustained ROAS decline and develop a data-driven recovery plan. The full dataset used in this analysis is available [here].

1. Describe the main drivers of the advertiser-level ROAS decline over the 120-day period. 2-4 bullet diagnostic summary with evidence.

2. Which campaigns and ad sets contributed most to the decline? Separate mix effect from within-entity performance deterioration. Prioritized driver tree with quantified impact.

3. How did the December budget increase and January bid / frequency changes affect prospecting efficiency? Before/after comparison and recommendation to keep / roll back / redesign.

4. Is there evidence of creative fatigue? Where is it strongest, and what action would you take next? Creative-specific recommendation with refresh plan.

5. Revenue did not fall as much as profit quality. Use the product mix file to explain why. Product-category profitability assessment.

6. Is there any sign of a measurement or tracking anomaly? How would you validate it? Hypothesis plus validation steps.

7. Draft the narrative you would use in a 5-minute client call. Short executive narrative with actions.

8. Propose a 30-day testing roadmap covering media, creative, and measurement. Prioritized experiments with expected learning.

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