Social Media Advertising Case Study
PUMA Drives a 35% Increase in Conversion Value with Facebook Attribution
Increased Conversion Value & ROAS Through Facebook Attribution
35%
Increase in Conversion Value
TL;DR
PUMA, an industry-leading sports brand, needed clearer insight into the sales its Facebook and Instagram ads were driving. ROI Revolution implemented Facebook Attribution and ran a Cross-Source Conversion Lift study to reveal the full buyer’s journey. The result: a 35% increase in conversion value, with 13% of purchases attributable through Facebook Attribution.
Service
Social Media Advertising
Industry
Sports Apparel
Focus
Top-of-Funnel Marketing
Goal
Attribution Clarity
The Situation
Tracking Direct Sales From Facebook and Instagram
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 the business, muddling the waters of driving and tracking direct sales from Facebook and Instagram.
Opportunity Identified
Clarifying Conversions Across Devices and Channels
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 its partners at ROI Revolution for a solution.
ROI in Action
Mapping Every Touchpoint in the Buyer’s Journey
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.
The Results
Results Achieved
35%
Increase in Conversion Value
13%
Purchases Attributable Through Facebook Attribution
Facebook Attribution empowered PUMA and their ROI team to look at the entire buyer’s journey and reveal the true value of upper-funnel Facebook advertising. With their team at ROI, PUMA was able to determine the results above.
Want clearer insight into the sales your social ads drive? Connect with our team.
Medals of America
Littleton Coin Company
