Measuring business performance is often limited by the measurement tools themselves. The performance gaps between ad consoles and analytics tools such as Google Analytics or Eulerian can show large differences.
Yet the impact of pausing a campaign on social networks can show up as a significant drop in site performance. Aware of the impact of Social and of Facebook & Instagram, we had the opportunity to create and deploy a study with the Facebook France teams to measure the impact of campaigns on the online revenue of the ba&sh brand and the business increment specific to Facebook.
As part of the “Happy Days” commercial operation, we set up the study with exposed and non-exposed populations.
The results, which you can discover in the study, are conclusive:
➤ 8.05 points of improvement in campaign ROAS
➤ 25% incremental purchases
➤ 31% increase in revenue over the operation
➤ 6% increase in average basket value
Our teams can help you deploy this kind of study, which makes up for the attribution shortcomings of Social levers and measures the direct impact of campaigns on your business. To learn about the prerequisites, get in touch with us.
To find out more and discover the full case, go to Facebook For Business France.
Going further: our Data & AI expertise ; our approach to incrementality measurement ; see the ba&sh case study.
On the same topic: « How Fusalp manages its media performance through revenue » and « What four semesters of data reveal about Snapchat’s e-commerce performance ».
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