A strong, long-standing partnership with Meta allowed us to carry out multi-stage activities on Wittchen’s account that aimed to provide answers to these questions.

We began by combining automated Advantage+ campaigns with manual campaigns to increase brand awareness, traffic, and sales. Using Advantage+ audience groups in campaigns allowed Meta’s algorithms to go beyond basic targeting parameters and reach new people potentially interested in Wittchen’s products.

Next, Advantage+ ads were automatically directed to users most likely to make a purchase, while maintaining exposure among the brand’s key target group. We additionally applied Advantage detailed targeting to identify audience groups delivering better or cheaper results.

Aware of the limitations of last-click attribution, we configured custom conversions for events related to search (organic and paid). Thanks to the prior implementation of the Conversion API, we were able to securely transmit data, obtaining a more complete picture of user behavior.

Finally, we conducted a Meta Conversion Lift test at the account level using the Search Lift methodology. The study made it possible to measure the hard-to-capture impact of campaigns on Facebook and Instagram on search traffic and key performance indicators such as sales.