To answer this question, Salestube developed a plan for Travelist that combined campaign activities with extended effect measurement.

In the first stage, the team ran standard campaigns in Meta with different objectives: mainly traffic, but also sales (Advantage+ Sales), lead generation, and awareness. The campaigns were targeted at people interested in travel, as well as lookalike audiences, while excluding current customers.

As part of the Advantage+ Sales campaign, two parallel approaches were applied:

• Optimization for View Content – using a Meta Advantage+ audience, which automatically reached new, potentially interested users through Advantage+ catalog ads.

• Optimization for Purchase – based on a custom audience of people who visited the Travelist website but had not yet made a purchase; also using Advantage+ catalog ads.

Aware of the limitations of classic last-click attribution models, which do not show the full value of advertising in the Meta ecosystem, Salestube experts configured custom conversions for web events, which allowed more precise tracking of search engine traffic.

Next, the Conversions API integration was implemented, which enabled secure transfer of user activity data from the advertiser’s server to Meta’s server and significantly increased the amount and quality of analytical data.

After the campaign ended, the team also conducted a Meta Conversion Lift test at the account level, using search lift methodology to measure the real impact of Meta campaigns on search traffic, direct traffic, and the number of purchases. Thanks to this, Travelist could clearly see how Facebook and Instagram campaigns affect performance in other channels.