Our study on Social Commerce performance for advertisers in France.
tigrz publishes the first edition of its Social Commerce 2024 study, presenting the performance of the various Social Media platforms in a Google Analytics view.
The study charts the evolution of the performance of the different social networks on acquisition KPIs and helps understand how to mobilise the platforms to support one’s online activity.
Three networks were studied, Meta, Snapchat & TikTok, from January 2022 to December 2023 on a panel of 10 major advertisers from the Beauty / Cosmetics, Fashion and Retail universes in France who agreed to take part in the study. KPIs are centred on e-commerce performance with a Google Analytics view.
Among the main insights, 3 key points stand out:
Meta is the most mature Social Commerce lever and is still progressing
Meta is the best performer across all KPIs and establishes itself as the performance foundation of an effective Social Commerce ecosystem. It continued to progress in 2023, with a drop of nearly 29% in cost per GA session (CPS GA) across all industries observed and an improvement in conversion rate of nearly 56% on average. The power of Meta’s audiences and the rollout of innovations such as ASC+ are winning assets for Facebook & Instagram.
Strong improvement for Snapchat in qualified traffic acquisition, which now challenges Meta on conversion
In 2023, we observe a very clear acceleration of Snapchat, which rolled out new e-commerce solutions and positions itself as the second best-performing player of the panel’s Social Commerce ecosystem.
Cost per GA session fell by 25%. Snapchat also shows better conversion rates, which doubled on average between January 2022 and December 2023. We attribute this performance notably to the rollout of the new ‘7 days post swipe’ management model, which makes it possible to optimise performance on qualified traffic acquisition. The evolution of format UX is also beneficial, with faster and more efficient loading to advertisers’ sites.
Snapchat offers product and brand consideration formats enriched notably by AR, strategic to support qualified traffic and conversion logics – Discover APC’s Shopping Lens or Clarins’ augmented experience for the launch of the Wonder Mascara XXL.
TikTok confirms its Social Commerce acceleration and will assert itself further in 2024
TikTok has also followed the same trend, with significant progress in traffic acquisition. Where the platform was challenged in 2022, TikTok has become effective at qualified traffic acquisition, with CPS halved over the period studied. The rollout of new Social Commerce-oriented formats is therefore a real game changer.
TikTok has enriched its advertising platform with several e-commerce solutions such as the Events API (server-side tracking) – like Snapchat and Meta – and also Advanced Matching, which ensures better tracking and more data feedback on lower-funnel campaigns.
We recently measured the impact of these optimisations with the ba&sh Best Case, which used video in an Acquisition media strategy and generated an ROI multiplied by 3 and a CPA (cost per acquisition) reduced by 75%.
👋🏻 To get a presentation of the study, please get in touch via the following form:
Going further. See also our approach to strategic consulting.
On the same topic: « Digital advertising market 2025: Social and Video are (still) driving growth » and « Social commerce: why social is the business accelerator of your whole media mix ».
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