Social Media Ad Performance Dataset

This dataset provides granular performance analytics for social media advertisements, including impressions, clicks, conversions, and spend across audience segments and platforms. It enables marketers and advertisers to optimize campaigns, analyze audience engagement, and calculate key metrics such as click-through and conversion rates for targeted segments. The dataset is ideal for campaign optimization, ROI analysis, and audience insights.

  • opened 24 times
  • last updated 20 Aug 2025
  • by GoMask
The brief that made it

Optimizing social media ad campaigns for improved ROI

Sample rows

preview · 8 of 200 rows · all 22 columns
ad_idstringad_platformstringconversion_ratefloatconversion_typestringcampaign_idstringad_start_datedatead_end_datedateaudience_segment_idstringaudience_segment_namestringimpressionsintegerclicksintegerconversionsintegerad_spendfloatctrfloatcost_per_clickfloatcost_per_conversionfloatad_titlestringad_statusstringcreated_atdatetimeupdated_atdatetimead_descriptionstringad_image_urlstring
AD00001Instagram0.32121purchaseCAMP0012024-05-012024-05-15SEG25MNY25-34 Males, New York Urban154321342431752.50.086960.560741.74659Upgrade Your Fitness Gear Todaycompleted2024-04-28T14:05:00Z2024-05-16T09:22:00ZGet state-of-the-art fitness apparel designed for New York's urban lifestyle. Limited time offer!https://ads.example.com/img/ad00001.jpg
AD00002Facebook0.10744signupCAMP0022024-04-202024-05-10SEG50FCA50+ Females, California Retired8400121132370.01441.959518.23077Discover Retirement Communitiescompleted2024-04-18T10:25:00Z2024-05-11T16:40:00ZFind the perfect retirement community in California. Exclusive sign-up bonus for new members.https://ads.example.com/img/ad00002.jpg
AD00003TikTok0.05511downloadCAMP0032024-05-032024-05-20SEG13FALL13-24 Females, All Regions420001760973950.04190.224434.07216Download the Hottest New Music Appactive2024-05-01T18:10:00Z2024-05-20T11:08:00ZJoin millions of teens on the latest music-sharing app. Download now and enjoy exclusive tracks.https://ads.example.com/img/ad00003.jpg
AD00004LinkedIn0.1875signupCAMP0042024-03-102024-04-10SEG34MPRO34-50 Males, Metro Professionals750096181980.01282.062511Advance Your Career with Our Platformcompleted2024-03-05T08:30:00Z2024-04-11T09:00:00ZConnect with top companies and recruiters in the metro area. Create your professional profile today.https://ads.example.com/img/ad00004.jpg
AD00005Snapchat0.14439signupCAMP0052024-05-102024-05-25SEG24FATL18-24 Females, Atlanta Urban17654921133285.90.052190.310492.14962Join Atlanta's Hottest Eventsactive2024-05-09T13:20:00Z2024-05-25T17:31:00ZSign up for exclusive access to Atlanta's youth events and parties. Limited spots available.https://ads.example.com/img/ad00005.jpg
AD00006Twitter0.29032purchaseCAMP0062024-04-052024-04-20SEG34FCHI25-34 Females, Chicago Metro12875754219612.10.058580.811722.79589Shop Trendy Styles in Chicagocompleted2024-04-03T11:50:00Z2024-04-21T10:25:00ZUpgrade your wardrobe with exclusive offers for Chicago women. Shop now and save big.https://ads.example.com/img/ad00006.jpg
AD00007Facebook0.08125purchaseCAMP0072024-05-052024-05-15SEGALLGLOBALGlobal, All ages350000560045564000.0161.1428614.06593Global Sale: Shop the Worldcompleted2024-05-01T04:15:00Z2024-05-16T06:17:00ZEnjoy worldwide discounts on your favorite products. Shop global brands now.https://ads.example.com/img/ad00007.jpg
AD00008Instagram0.23647downloadCAMP0082024-05-112024-05-23SEG18MMIA18-24 Males, Miami Urban197651273301475.60.064430.373771.58066Get the Latest Miami Sports Appactive2024-05-10T08:40:00Z2024-05-23T10:32:00ZMiami youth, download the sports app for real-time scores, news, and exclusive Miami events.https://ads.example.com/img/ad00008.jpg

What the 200 rows show

from the 200-row sample

Instagram (ad platform) stands out: mean conversion_rate is 0.33, against 0.15 for the rest.

  • 0.13median conversion_rate
  • 2ad statuses
  • 15,257median impressions
  • 1,045median clicks
  • 146median conversions
  • 365.1median ad_spend
Mean conversion_rate by ad_platform200 rows
00.510.14Faceb…43 rows0.33Insta…41 rows0.30Twitt…28 rows0.11Linke…35 rows0.10TikTok21 rows0.09Snapc…32 rows
conversion_rate200 rows, in bands of 0.05
04080743718613281950.050.250.45conversion_rate →

Median 0.13, from 0.06 to 0.42.

conversion_type200 rows · 3 values
  1. signup76
  2. purchase72
  3. download52
22 columns by typefrom the column list below
  • string 10
  • integer 3
  • float 5
  • date 2
  • datetime 2

Columns

22 columns in three groups
blueprint · 22 columns
columntypedescriptionexample
Text 10 columns
ad_idstringUnique identifier for each advertisementuniqueAD00001
campaign_idstringUnique identifier for the campaign associated with the adCAMP001
ad_platformstringSocial media platform where the ad was displayed (e.g., Facebook, Instagram, Twitter)6 valuesInstagram
audience_segment_idstringUnique identifier for the targeted audience segmentSEG25MNY
audience_segment_namestringDescriptive name of the audience segment (e.g., '18-24 Males, Urban')Global, All ages
conversion_typestringType of conversion tracked (e.g., purchase, signup, download)purchase · signup · download · otherpurchase
ad_titlestringTitle or headline of the advertisementoptionalAdvance Your Network
ad_descriptionstringFull text description or copy of the advertisementoptionalGet state-of-the-art fitn…
ad_image_urlstringURL to the main image or creative used in the adoptionalhttps://ads.example.com/i…
ad_statusstringCurrent status of the ad (active, paused, completed)active · paused · completedcompleted
Numbers 8 columns
impressionsintegerTotal number of times the ad was displayed to users0 or more15432
clicksintegerTotal number of times users clicked on the ad0 or more1342
conversionsintegerTotal number of completed desired actions (e.g., purchases, sign-ups) attributed to the ad0 or more431
ad_spendfloatTotal amount spent on the ad during the campaign period (in USD)0 or more752.5
ctrfloatClick-through rate (CTR), calculated as clicks divided by impressions0 to 1 · optional0.08696
conversion_ratefloatConversion rate, calculated as conversions divided by clicks0 to 1 · optional0.32121
cost_per_clickfloatAverage cost per click, calculated as ad_spend divided by clicks0 or more · optional0.56074
cost_per_conversionfloatAverage cost per conversion, calculated as ad_spend divided by conversions0 or more · optional1.74659
Dates and times 4 columns
ad_start_datedateDate when the ad campaign started2024-05-01
ad_end_datedateDate when the ad campaign ended2024-05-15
created_atdatetimeTimestamp when the ad record was created2024-04-28T14:05:00Z
updated_atdatetimeTimestamp when the ad record was last updatedoptional2024-05-16T09:22:00Z

15 SQL practice questions for the Social Media Ad Performance Dataset

Written for this data and checked against it: 12 SQL and 3 Power BI exercises from beginner to advanced. Try the first three free; the practice kit has all 15, a starter .sql file and an answer key with every expected result.

  1. 01BeginnerFreeSELECT · ORDER BY · LIMIT

    Top 10 ads by spend

    Find the 10 ads with the highest ad_spend. Return the columns ad_id, ad_platform and ad_spend, ordered by ad_spend from highest to lowest, with ad_id ascending as the tie-breaker.

    Tables: social_media_ad_performance_dataset · your result: 3 columns, 10 rows
  2. 02BeginnerFreeWHERE · AND · ORDER BY

    Active TikTok ads

    Return ad_id, campaign_id and conversions for ads where ad_platform is 'TikTok' and ad_status is 'active'. Order the results by conversions descending, then by ad_id ascending.

    Tables: social_media_ad_performance_dataset · your result: 3 columns, 10 rows
  3. 03BeginnerFreeDISTINCT · ORDER BY

    Distinct conversion types per platform

    Return each distinct combination of ad_platform and conversion_type, with the columns ad_platform and conversion_type. Order the results by ad_platform, then by conversion_type.

    Tables: social_media_ad_performance_dataset · your result: 2 columns, 12 rows
  1. 04Ads and spend by platformBeginner
  2. 05Average CTR by platform visualPower BI
  3. 06Platforms with high average cost per clickIntermediate
  4. 07Spend size bucketsIntermediate
  5. 08Ads above overall average CTRIntermediate
  6. 09Monthly ad starts and conversionsIntermediate
  7. 10Conversion rate by platform measurePower BI
  8. 11Rank ads within platform by conversionsAdvanced
  9. 12Spend change versus previous ad startAdvanced
  10. 13Running total of spend by monthAdvanced
  11. 14Spend share by platformAdvanced
  12. 15Cost per conversion anomaliesPower BI

Get the practice kit: the full dataset, all 15 exercises, a starter .sql and the answer key. One-time $3.99.

Get the practice kit · $3.99

Use it for

  • median convers…0.13200 rowsmean conversion rate …0.14Face…0.33Inst…0.30Twit…0.11Link…

    A marketing dashboard

    Conversion_rate by ad_platform and a breakdown of conversion_type. Excel, Power BI or Tableau.

  • Why do the 41 Instagram rows have a mean conversion_rate of 0.33?

    A root-cause class exercise

    Hand out the rows and one question. The answer is in the data, not in the brief.

  • A software demo

    Believable ads with campaign_id, ad_platform and ad_start_date to fill a screen in front of a buyer.

Not quite right?

Make it yours.

Same 22 columns, your size and your rules. See 20 rows before you pay.

Preview 20 rows free

1,000 rows: $1.99 · 10,000: $12.99One-time. No subscription. All prices

This dataset200 rows22 columns
Yours1,000 rows22 columns

blueprint · social-media-ad-performance-dataset

Behind this dataset

Same schema. As many rows as you need.

These 200 rows came out of a blueprint — 22 columns with generation rules behind each one. Open it in Data Factory to retune a column, add your own, wire in foreign keys, and run it at the size you actually need.

Rules it was built with
  • Ad ID and campaign info included
  • Impressions and clicks logged
  • Conversion events tracked
  • Audience segment details
Rows
Open the blueprint in Data Factory

1 credit per row. Preview 20 rows free. Buy rows for the full run.

Exports
CSV, JSON, JSONL, Parquet, SQL, Excel, TSV, XML
Licence
yours to use, including commercially
API slug
social-media-ad-performance-dataset

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