Case Study: PUMA
Drives Increased Conversion Value & ROAS Through Facebook Attribution
Channel
Industry
Focus
Top-of-Funnel Marketing
Goal
Attribution Clarity
The Situation
PUMA, an industry-leading sports brand, has been innovating sports apparel, footwear, and accessories since 1948. PUMA invests heavily in awareness across lots of different accounts and builds a strong brand identity through collaborations with numerous renowned labels, brand ambassadors, and celebrity influencers. But with so many avenues to reach customers, there was a lack of conversion-focused accountability on the paid social side of business, muddling the waters of driving and tracking direct sales from Facebook and Instagram.
Opportunity Identified
This lack of conversion clarity is a common theme for brands investing in multiple channels, especially when it comes to cross-device tracking. While PUMA recognized the importance of top-of-funnel brand awareness campaigns, being able to clarify conversions driven by paid social advertising would require different measurement tools. PUMA turned to their partners at ROI Revolution for a solution.
ROI in Action
ROI started by implementing Facebook Attribution to look at first-touch, last-touch, and all the touchpoints in between and gain a deeper understanding of the impact of PUMA’s upper-funnel campaigns.
The team knew a lot could be gained from understanding both cross-device and cross-channel conversions, which are often impossible to track in Google Analytics. The team also ran a Cross-Source Conversion Lift to gain insight into the impact of PUMA’s ads on driving incremental sales and conversions.
Results Achieved
