Meta has published the Clarins case study: an account-level conversion lift study run on the brand’s always-on e-commerce campaigns, to measure what Meta really generates beyond what last-click can show. Clarins partnered with tigrz on the social media strategy and execution of the campaigns.
The question: what are Meta campaigns really worth beyond last-click?
Clarins wanted to boost online sales and understand how its e-commerce campaigns on Meta apps fed brand desirability and searches on other channels. The last-click attribution model, often used for day-to-day performance assessment, frequently undervalues the sales generated by Meta.
The set-up: test and learn and incrementality measurement
Clarins usually runs multi-objective campaigns on Facebook and Instagram, including Advantage+ shopping and Advantage+ catalog campaigns. To measure their real effect, the conversion lift study covered the whole account, with a custom event tracking search visits, organic and paid on Google, to measure Meta’s halo effect on search. Results were established with the Meta conversion lift study and Google Analytics.
Results published by Meta
- 19% incremental lift in paid search visits driven by Meta ads.
- 22% incremental lift in web purchases driven by Meta ads.
- 85% of web purchases driven by Meta ads were not accounted for with a last-click attribution model.
- 6.5 times more web purchases measured by the conversion lift study than by last-click attribution.
Results measured on the campaigns of 6 to 31 May 2024.
What this changes for steering a social budget
Reading social campaigns only at last click means underestimating their contribution. Incrementality measurement makes it possible to allocate budgets on the real effect, including on neighbouring channels such as search. For Stéphanie Catarino, Director of E-Commerce, Acquisition and CRM France at Groupe Clarins, Meta is a key acquisition channel, often underestimated because of the last-click view, and the conversion lift study demonstrated its effectiveness.
This is the core of our approach: test, measure the contribution, understand the conditions for success, then decide. See our approach to effectiveness measurement, the Clarins case, the article on incrementality measured with ba&sh and our Media Performance expertise.
Source: Meta for Business case study, Clarins.
Going further: our Social Ads and media buying expertise ; our approach to incrementality measurement ; see the Clarins case study.
On the same topic: « How to measure the business increment brought by your Facebook or Instagram campaigns? Our case with ba&sh. » and « How Clarins activates BeReal to support its business performance ».
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