Case Study – PUMA

PUMA Increases ROAS & Conversion 
Value by 35%

Discover how one of the world’s leading sports brands, PUMA, gained overall conversion clarity across channels with Facebook Attribution, leading to better full-funnel measurement, improved ROAS, & a huge life in the conversion value of social media branding campaigns. Read on for the full success story… 

INDUSTRY

Sportswear

CHANNELS

Social Media Advertising

TARGET/GOAL

Increase Conversion
Clarity & Upper-Funnel

The Situation

World-leading sports brand, PUMA, has been innovating sports clothing, footwear, apparel, and accessories since 1948. Headquartered in Germany, the brand starts in sports and ends in fashion. PUMA demonstrates their strength in brand identity through featured collaborations with renowned designer labels and numerous celebrity influencers acting as brand ambassadors.

As a brand that invests heavily in awareness across a number of different accounts, there was a lack of conversion-focused accountability on the paid social side of business (specifically Facebook and Instagram), something PUMA was looking to drive direct sales from.

Did You Know?

According to Facebook Internal cross-publisher data, 37% of conversions are still missed when using cookie-based data.

Opportunity Identified

While PUMA recognized the importance of top-of-funnel brand awareness campaigns, they lacked measurement tools to help clarify the actual impact these campaigns were having on conversions. This lack of conversion clarity is a common theme for brands who invest in multiple channels and have customers accessing their advertising on multiple devices. So, in early 2019, PUMA turned to their partners at ROI Revolution for a solution.

Our Expertise in Action

In April 2019, the team at ROI Revolution implemented the Facebook Attribution tool in PUMA’s ad account to better understand the impact of their upper-funnel campaigns. The team knew a lot could be gained from understanding cross-device conversions, something that is often impossible to track in Google Analytics.

With reporting tied to Facebook users instead of device-specific cookies, Facebook Attribution provided a lens into not only cross-channel campaign success, but across devices as well. Facebook Attribution can additionally track views on multiple channels, something not available through Google. After analyzing a number of models with Facebook Attribution, the ROI team was able to look at first-touch, last-touch, and all the touchpoints in between. This allowed the brand to clearly understand what was truly driving business outcomes and finally provided a complete picture of each consumer’s unique journey.

The team also ran a Cross-Source Conversion Lift on PUMA’s ads to gain insight into the influence they were having, as well as the impact on business value, not just clicks. The Lift allowed the brand to understand if their attribution model was providing them with the insights they needed, as last-click attribution isn’t as useful for Display strategies when clicks may not account for the value created by an impression.

What is the Facebook Attribution tool?

This advertising measurement tool tracks where traffic (both paid and organic) is coming from and how it leads to a purchase. It offers the option to tag specific ads, even with impressions, and assigns conversion credit to marketing touchpoints along the consumer journey, on and off Facebook.

Did You Know?

91% of people who could buy your product don’t click on your ads.
– Facebook Internal

What is a Conversion Lift?

Conversion lift helps you understand the true value of your Facebook, Instagram, and Audience Network ads for driving incremental sales and conversions.

Results Achieved

In May 2019 alone, the team was able to attribute 13% of the total purchases that occurred to Facebook ads by looking at the entire buyer’s journey through Facebook Attribution, including cross-device and cross-channel metrics for clicks and views. Then, they broke out both paid and organic visits, conversions, and conversion value by source across both Facebook and Google networks.

With this new lens of Facebook Attribution, PUMA was able to determine the true value of upper-funnel Facebook advertising, which was a 35% increase in conversion value and a significantly higher ROAS when compared to their traditional, last-click attribution model.


13%
Total Purchases from Facebook Ads


Significant ROAS Increase


35%
Conversion Value Increase

Key Takeaways

Leverage Multiplate Attribution Models. Brands can use the measurement Facebook provides and combine other attribution models (e.g. Google Analytics) for added tracking quality to gain reliable data, more substance than ever before, confidence in their choices, and a full-circle model.

Track Cross-Device. With a traditional measurement system like Google Analytics, your ability to track across devices is limited and nearsighted. Facebook provides additional tracking capabilities to provide your brand with a sense of what was done three months ago and how that led to a conversion. It lets you understand whether a brand awareness/reach campaign led to a purchase.

Connect the Dots. With Facebook Attribution, your brand can track every source unique to each person across all devices. With impression tags on Facebook’s family of apps, plus the Google Display Network, brands can now measure impression as well as clicks. Additionally, brands can integrate spend data to measure performance.

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