Post-cookie measures: How Globus doubled online purchases with the Meta Conversion API
Intro
With the onset of the post-cookie era, Globus is also facing growing challenges with its digital marketing activities. The demise of cookies not only means a loss of data, but also makes it more difficult to interpret and optimise campaigns. By implementing the Meta Conversion API, Globus was able to position itself professionally for cookieless advertising and, at the same time, double its online shop purchases and record 94% more add-to-cart events.
Challenge
Globus faced the challenge of running efficient, high-performing Meta campaigns in the post-cookie era. Against this backdrop, a testing scenario was developed together with Meta to address these challenges.
The goal was to successfully implement the Meta Conversion API and, through a robust testing scenario, improve the performance and data foundation of the Meta campaigns.
By successfully implementing the Conversions API with high event-matching quality, we were able to record significantly more add-to-cart and purchase events. The A/B test confirmed that the decision to implement CAPI was the right one.
Michelle Volpe, Digital Marketing Manager, Globus
Measures
Together with Meta and the external Meta partner fifty-five, the Conversion API was implemented to ensure a strong redundant setup with the Meta Pixel as well as the Conversion API.
Two test cells were compared. In test cell A, an Advantage+ Shopping campaign was set up with tracking via the Meta Pixel. Test cell B included the same campaign setup, except that hybrid tracking was used here – Meta Pixel & Conversion API.
The following hypothesis was formulated:
Advantage+ Shopping campaigns achieve better results with a hybrid tracking setup (Meta Pixel + Conversion API) compared to pixel-only tracking.
The incremental impact of implementing the Conversion API on campaign performance was measured. The forecast was a reduction in cost per order of around 13%.
By implementing the Conversions API, Globus is ideally positioned for upcoming changes in the advertising ecosystem.
We are pleased that the implementation had a significant impact on campaign performance, and it once again shows that a structured test-and-learn approach leads to success.
Kim KoszuszeckClient Partner Retail, Meta
Results
The test period ran for 4 weeks. The result exceeded expectations. By implementing the Conversion API, Globus was able to increase purchases from Meta campaigns by 100% and record 94% more add-to-cart conversions. Cost per order was also reduced by 49%, and ROAS increased by 89%.
The hypothesis that the Conversion API, or a redundant setup, would improve both campaign performance and the data foundation was therefore confirmed. With the new tracking setup, Globus achieved far better results than the forecast had suggested.
Comparison period:
- 25.12. – 25.01. (Pixel only)
- 26.01. – 28.02. (Pixel + CAPI)
- % Purchases
- % Add to cart
- % CPO (Cost per Order)
- % ROAS (Return on Advertising Spend)
