Search Lift Study for TUI:
How Facebook and Instagram Campaigns
Drive Website Traffic
The Challenge
As one of the largest travel brands, TUI runs performance campaigns across multiple channels, including Google and Meta. In the travel industry, the purchasing process can take several weeks, making it difficult to assess how campaigns impact sales. TUI needed insights into the effect of Meta advertising on website traffic to make data-driven decisions about budget allocation within its media mix.
Our Approach
A long-standing partnership with Meta allowed us to conduct a Search Lift study on TUI’s account. This tool, based on the Conversion Lift methodology, measures the impact of Meta campaigns on Google searches (organic and paid) as well as direct traffic. Additionally, we examined to what extent Meta activities contribute to the growth of key performance metrics, such as payment initiation and purchase.
The study analyzed five key events:
Direct traffic
Traffic from organic search results
Traffic from paid Google ads
Payment initiation
Purchase
Methodology: We divided the audience into two groups (a test group (90%) and a control group (10%)) which allowed for a reliable comparison of how ad exposure influenced user behavior.
The goal of the study was to determine the role of Facebook and Instagram campaigns, not only in driving sales, but also in generating purchase intent and additional website traffic.
The Results
+26%
increase in direct website visits after exposure to Meta campaigns
+23%
increase in organic traffic after exposure to Meta campaigns
+18%
increase in website visits from Google Ads after exposure to Meta campaigns
+22%
increase in payment initiations as a result of exposure to Meta ads
+17%
higher purchase conversion rate compared to users who were not exposed to Meta ads
