-76% cost per session through the realignment of Meta campaigns
Photo credit: Die Schweizerische Mobiliar
In brief
In response to declining traffic performance due to CMS changes that restricted Meta tracking, we conducted an A/B test with die Mobiliar. The goal was to shift optimisation from “Landing Page View” to the high-quality custom event “Time on site”. This strategic step led to higher traffic quality, increasing session duration by 492% and reducing cost per session by 76%.
By switching campaign optimisation from “Landing Page View” to a “Time on site” conversion, we were able to generate higher-quality traffic at a fraction of the cost.
Challenge
Changes to the consent management system led to a significant drop in traffic generated by Meta, soaring costs, and campaigns struggling to exit the learning phase. A new approach adapted to the current situation therefore had to be found.
Measures
Our approach was to switch optimisation to the custom event “Time on site” using a one-day click attribution model. This was intended to retrain the Meta algorithm towards more intensive website usage. Using A/B tests, we verified whether this new approach led to a significant improvement in results.
Results
The strategic realignment was immediately successful. The new optimisation increased the website engagement rate by 43% and extended session duration by 492%, while reducing cost per session by 76%.
- % Cost per session
- % Engagement rate
- % Avg. session duration
