Project Overview
This project presents an interactive Power BI dashboard developed to analyze and visualize the performance of Google Ads campaigns. Designed using simulated data, the dashboard enables marketers and decision-makers to track key performance indicators (KPIs), compare campaign outcomes, and uncover insights that drive strategic improvements.
The primary objective was to design a clean, stakeholder-ready report that combines clarity, functionality, and depth. It delivers both high-level performance summaries and detailed visualizations to support marketing decisions and budget optimization.

Key Features and Insights
* Analyzed over 5 million ad impressions across five campaigns
* Created custom DAX measures to calculate:
* Click-Through Rate (CTR)
* Conversion Rate
* Return on Investment (ROI)
* Visualized campaign performance through comparative bar charts
* Incorporated daily trend analysis using line charts with dynamic time filters
* Designed an intuitive and structured layout for clarity and executive presentation
* Enabled interactive exploration with slicers and filters for campaign, device, and date

Tools and Technologies
* Microsoft Power BI for dashboard development
* DAX (Data Analysis Expressions) for calculated measures and logic
* Simulated CSV dataset based on real-world Google Ads metrics
* Custom visual formatting, filters, and data modeling techniques

Business Value and Applications
* Real-time visibility into campaign efficiency and engagement
* Accelerated performance reviews through automated data visualization
* Actionable insights for marketing analysts, digital strategists, and executive stakeholders
* Scalable foundation for future integration with live marketing data platforms