CPA increased, but you're not sure what actually caused it
You keep making optimizations without confidence in the outcome
Performance drops turn into guesswork and team debates
Your audits find issues, but don't tell you what to do next
You're reporting metrics instead of driving decisions
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Performance Workshop
Led by Ashraf El Melegy, Performance Manager at Hive Analytics. Two intensive days you audit a real account, turn findings into a media plan, then build the execution and optimization system that scales what you've built. You leave with a working system, not just notes
Who This Is For
Mid-Level Marketers
Learn how to find the cause and prioritize the fix
Senior Marketers & Media Buyers
Make optimization decisions based on diagnosis, not assumptions
Agencies & In-House Teams
Align audits, media plans, and optimization decisions under one framework
The Workshop will give you
Day 1
Live Interaction
Date:
Duration:
4 hrs
AUDIT & PLANNING
The Framework: Where the Audit Meets the Media Plan
Learn the five layers of a real audit: structure, targeting, creative, tracking, delivery
Understand what CTR, CPC, CPA, ROAS & Frequency actually reveal about your account
Discover why most audits produce a list of problems and why most media plans get built on guesses
Watch Ashraf break down a real, sanitized account LIVE
Live Diagnosis, Then You Apply It
Learn how to separate a surface finding from a deep, actionable one
Apply the same process to your own account or a case study
Walk away with 3–5 deep findings, not twenty surface observations
Day 2
Live Interaction
Date:
Duration:
4 hrs
EXECUTION & SYSTEMS
From Findings to Live Campaign
Turn audit findings into budget allocation, campaign structure & funnel-based messaging
Learn how messaging changes across TOF, MOF & BOF stages
Practice live campaign structuring with peer feedback
Understand what makes a campaign testable, scalable & optimization-ready
Diagnosis as Your Optimization Tool
Learn how to diagnose root cause before touching a single variable
Compare reactive optimization vs. diagnosis-led optimization
Build a workflow to change one variable at a time and let the data decide
DURATION:
2 Full Days (Live & In-person)
LEVEL:
Mid-level & senior Marketers \ Media Buyers
TAKE HOME:
Audit framework · Media planning template · Diagnosis-led optimization workflow · Case-study audit
CERTIFICATE:
Hive Analytics Academy Certificate of Completion
What You’ll Walk Away With
Not theory. Specific shifts in how you work — starting the week after.
A complete account audit methodology
A framework for reading performance metrics
A root-cause diagnosis process
Funnel-based media planning skills
Campaign execution best practices
Hands-on experience auditing and optimizing real accounts
Someone Who Audits Accounts For a Living
A sneak peek into your instructor's expertise.
Ashraf Sabry
Head of Performance, Hive Analytics
Ashraf Sabry leads the performance function at Hive Analytics, buying media for e-commerce and DTC brands across Meta, TikTok, Snapchat, and Google since 2019. He's worked both agency and in-house across Egypt, the Gulf, MENA, and the US, building the exact reports and accounts this workshop teaches you to evaluate
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Years In Performance Creative
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Trainees
Choose the Right Seat for You
Seats are kept small on purpose; the exercises only work in a focused group.
For marketers and media buyers who want the diagnostic system for themselves.
Full 2-day live workshop
Audit framework worksheet
Media planning template (TOF/MOF/BOF logic)
Diagnosis-led optimization workflow
Hive Analytics Academy certificate
Community access
Frequently Asked Questions
A comprehensive collection of commonly asked questions.
Is this for beginners?
Not really. This workshop is for people already running or reviewing accounts regularly. If you're just starting out, you'll get more value after some hands-on experience.
Is this only a metrics course?
No. Metrics are part of Day 1, but only as the entry point into diagnosis — not the whole workshop.
Will I leave with something useful?
Yes. Every session ends with something practical you can use right away — from findings and a media plan to a repeatable diagnosis workflow.
Can our whole team attend?
Yes, and it usually works better that way. Marketers and media buyers working from the same framework improve reviews fast.
Why is this different from other workshops?
Because you're not just learning theory. You'll actually audit, plan, and get feedback on real work.