Why it's essential to measure digital campaign conversions
Our work : At the request of the client’s marketing team, we demonstrated to decision-makers the importance of measuring conversions. We created and configured conversion measurement tools (Google tags, Meta and TikTok pixels) and integrated them into the client’s website and TicketCorner ecosystem. Following this, we shifted the focus of digital campaigns to sales rather than traffic.
Context : Our client, a company specializing in the organization and promotion of concerts, shows, and exhibitions in French-speaking Switzerland, was using digital advertising in a limited way, focusing solely on traffic-generating campaigns. Without conversion measurement tools, such as the Meta pixel or Google Ads tags, they could neither evaluate the effectiveness of their campaigns nor fully leverage the potential of advertising algorithms to target the most relevant audiences.
Goal : To transform the client’s advertising strategy by moving from traffic-driven campaigns to sales-driven campaigns, in order to improve targeting accuracy, increase advertising return on investment (ROAS), and better understand digital audiences to maximize ticket sales conversions.
01
Specific Challenges and Needs
No conversion tracking = impossible for algorithms to understand which users to reach or not
Our client was facing several major obstacles in their digital strategy.
On the one hand, the absence of a meta pixel, Google Ads tags, and other tracking tools prevented any accurate measurement of conversions, thus limiting the effectiveness of advertising algorithms. Existing campaigns, focused on traffic, failed to identify the profiles most likely to purchase tickets, which reduced their commercial impact.
On the other hand, without conversion data, it was impossible to optimize budgets based on actual performance, resulting in a waste of advertising resources.
Challenges
- Absence of tags and pixels
- Impossible to understand what type of users were buying or not
- Waste of advertising budget
Implementation from A to Z
Our client needed a complete solution to install and configure the necessary tracking tools (Meta pixel, TikTok pixel, Google Ads tag) on its digital ecosystem, including its main website and ticketing system.
Once these tools were in place, the objective was to launch sales-optimized advertising campaigns, using concrete data to adjust targeting and maximize ROAS.
Finally, rigorous monitoring and continuous optimization of campaigns based on key performance indicators (KPIs) were essential to ensure sustainable results.
Needs
- Creation and installation of tags and pixels
- Measure the sales generated by the campaigns
- Use data to optimize campaigns
02
Strategy and implementation
03
Results
Key Performances
The shift to sales-oriented campaigns enabled the client to significantly improve its advertising results. Overall ROAS increased by 23%, demonstrating a much greater efficiency in the use of allocated budgets.
Algorithms, now fed with conversion data, have been able to more precisely target profiles interested in purchasing tickets, which has led to a notable increase in online sales.
For example, a campaign dedicated to Mamma Mia generated a ROAS of 8.88, while a campaign dedicated to Banksy achieved an impressive ROAS of 12.21, proving the effectiveness of the new strategy.
The data collected also allowed the client to better understand its digital audiences. The profiles targeted by the algorithms for sales campaigns turned out to be different from those reached by previous traffic campaigns, confirming the importance of a conversion data-driven approach.
Finally, our client can now measure the effectiveness of each advertising platform (Google Ads, Meta Ads, TikTok Ads, …) live or almost, and make informed and quick decisions accordingly.
Results
- Return on advertising spend (ROAS) up 23%
- Significant increase in online sales
- A better understanding of buyer user profiles, enabling more effective communication with them.
- The ability to measure the effectiveness of an advertising platform "live"
Qualitative impact
The client now has a clear view of the effectiveness of their advertising campaigns and can make informed decisions to optimize their investments.
The collaboration with The Swiss Peak has also enabled the implementation of sustainable processes for monitoring and optimizing campaigns, ensuring continuous performance improvement.
These results pave the way for future optimizations, such as extending campaigns to other channels or events, or integrating remarketing strategies to maximize conversions.
Now, our client :
- Knows its digital audience
- Understand what triggers its reaction
- Can maximize the effectiveness of its advertising budget
04
Conclusion and future prospects
Summary :
The shift towards sales-driven campaigns, coupled with the installation of conversion measurement tools, has transformed the client’s advertising strategy.
The results exceeded expectations, with a significant improvement in ROAS and a better understanding of target audiences. This data-driven approach maximized the impact of advertising budgets and increased ticket sales, while reducing resource waste.
Future prospects :
In the medium term, the integration of remarketing strategies and the exploration of new advertising channels (such as LinkedIn for B2B events) could offer additional growth opportunities.
Finally, continuous monitoring of KPIs will allow campaigns to be adjusted according to market trends and audience behavior.
Conclusion
- Measuring conversions is crucial for evaluating the success of a digital campaign.
- Advertising algorithms need data to get results.
- The faster we fully utilize the available data, the greater the return on investment (ROI) in the long term.