1.Business challenge and objective
The project brief identified low social visibility, tracking difficulties and an unsuitable creative direction. The goal was to grow Dashient's social presence through organic content and paid Facebook marketing. Dashient markets a reporting dashboard alongside digital marketing services.
2.Creative planning and message structure
The founder content calendar provides direct evidence of planning around the attribution problem, founder credibility and enquiry quality. Its columns connect content pillars and funnel stages to hooks and formats.
Visible evidence
Entries dated 8–10 September 2026 plan a founder Reel, a six-slide carousel and a branded text post. The themes explain measurement problems and distinguish clicks from useful enquiries.
Interpretation
This supports a structured creative direction aligned with the dashboard proposition. It is a planning screenshot; it does not establish that the full 30-day calendar was delivered or that these specific posts caused the growth.
3.Page activity in the broader window
The overview selects 1 July–27 October 2026, compared with 1 April–30 June 2026. The results below are visible in the original screenshot; they are not estimated.
Direct reading
28.6K views, 14.4K viewers, 353 content interactions and 88 link clicks; the continuation shows 1.1K visits and 145 follows.
Context
The comparison covers 119 days versus 91 days. Figure 3b has no date selector, so its period is not independently confirmed. Follows are not a verified net gain; no paid-versus-organic split is shown.
4.The primary 90-day visibility result
The Facebook dashboard selects the last 90 days, 30 July–27 October 2026. This is the primary visibility window used in the case study.
| Metric | Recorded value | Displayed change |
|---|---|---|
| Views | 26,630 | ↑1,056% |
| 3-second views | 5,056 | ↑13,944% |
| 1-minute views | 27 | ↑100% |
What changed
The dashboard displays increased viewing activity relative to its comparison baseline. The largest cluster appears in late September and early October. Publishing activity appears on the same chart, but the overlay does not establish which posts or changes caused the increase.
What the numbers mean
The 26,630 figure supports a claim about recorded Facebook views. It is not unique audience reach, a lead count or an organic-only result. Three-second and one-minute views are different viewing thresholds and should not be added to total views or treated as business conversions.
5.Reels and the content drawing attention
The Reels screenshot selects 30 July–27 October.
Direct reading
The Reels screen displays 20,926 views and 16 hours 11 minutes of watch time. Five visible cards show 14,493, 4,056, 1,894, 281 and 247 views.
Interpretation
The 24 September video has the largest count among the visible cards and its theme is a candidate for further creative testing. Paid distribution may contribute to these counts; they do not establish organic virality, sales or enquiry quality.
6.Paid advertising evidence
The advertising summary and ad list show spend alongside objective-specific results. Their date selectors differ, so each screenshot is interpreted within its own reporting window.
Summary reading
The 90-day summary shows 26,555 views, 15,778 viewers and 6,379 post engagements. These are advertising-summary metrics and should not be added to the page totals.
Campaign proof
The intent-traffic row shows 103 landing-page views and £24.83 spend. The awareness row shows 8,894 two-second continuous video views and £25.43 spend. The page-like row shows 51 follows or likes and £21.46 spend.
7.Campaign export calculations
From the campaign CSV export (13 rows, reporting dates 21 June – 28 October 2026). Not an Ads Manager screenshot.
| Campaign | Spend | Exported outcome | Calculated cost |
|---|---|---|---|
| Intent traffic | £24.83 | 103 landing-page views | £0.24 each |
| DRD awareness video | £25.43 | 8,894 two-second continuous video views | £0.00286 each |
| Page like campaign | £21.46 | 51 page likes | £0.42 each |
| Instagram post promotion | £7.82 | 34 Instagram profile visits | £0.23 each |
| Profile visit campaign | £3.58 | 40 profile visits | £0.09 each |
| ScopeCheck awareness | £8.46 | 2,406 ThruPlays | £0.00352 each |
Formula: campaign spend ÷ the corresponding campaign result. Different result types are never combined into one conversion total.
The intent traffic calculation
£24.83 ÷ 103 landing-page views = £0.2411, rounded to £0.24 each. The same campaign records 113 link clicks, 3,751 impressions and a 3.01% link click-through rate — £0.22 per link click. Landing-page views equal 91.2% of link clicks; this is an event-count ratio, not a lead conversion rate.
Totals and missing conversion outcomes
The 13 rows sum to £225.91 spend, 30,660 impressions and 299 link clicks. Six lead/messaging-intent rows account for £130.22 with blank Results fields. Blank results do not prove zero enquiries, but they prevent a verified enquiry claim from this export.
Reconciling the evidence
The export total exceeds Figure 6a by £25.96 — different dates and units (13 campaigns vs 10 ads) and it includes Instagram activity, so it is labelled Meta campaign spend rather than Facebook-only. Reach is not summed across campaigns because audiences overlap. Costs exclude agency and production fees.
8.Findings and the next phase
What this case demonstrates
Dashient's records show a stronger Facebook visibility base, substantial Reels viewing activity and measurable traffic from a dedicated paid campaign. The content calendar and cover creative show how the brand planned to explain its attribution proposition. These are supported observations; the records do not establish the causal contribution of each creative change.
| Finding | Evidence | Scope of the claim |
|---|---|---|
| Visibility increased | Fig 4: 26,630 views; ↑1,056% | Recorded Facebook views in the selected 90-day window |
| Reels activity is documented | Fig 5: 20,926 displayed views | Summary and card counts need reconciliation; no view-share claim |
| Paid traffic was measurable | Fig 6b + CSV: 103 landing-page views for £24.83 | Website viewing events, not confirmed leads |
| Creative planning was structured | Figs 1–2 | Evidence of positioning and planning, not a verified delivery log |
What would complete the conversion story
Connect campaign activity to an anonymised enquiry log, qualified leads and completed sales; add a matched date-range export, Facebook-only placement breakdown and paid-vs-organic split; add implementation records and end-to-end tests for forms, calls and messaging.
Recommended next actions
Test further variations of the attribution and product-explanation videos, with one offer and destination per campaign. Evaluate them on qualified enquiries as well as viewing and traffic metrics. Align reporting dates and attribution settings before comparing performance or increasing spend.