Today, we’re excited to share our story about navigating the ever-evolving world of digital advertising and how we overcame the challenges posed by privacy changes like Apple’s App Tracking Transparency (ATT). At Twigeo, we understand the importance of accurate measurement and the impact it has on campaign effectiveness. So, we embarked on a remarkable journey to create a new measurement framework, partnering with Meta’s Marketing Science team. Let’s dive into our experience and the valuable insights we gained along the way.
Navigating the Post-ATT Era
Leveraging Measurement 360
To tackle the measurement challenges head-on, we collaborated with Meta to explore Measurement 360, an advanced measurement framework developed in partnership with Deloitte.
This incredible framework empowered us to utilize our industry expertise, data infrastructure, and data science resources to address a wide range of client questions. Measurement 360 gave us a holistic view of the customer journey while ensuring privacy and agility.
Adopting the Framework: Discovery, Experimentation, and Calibration
The Impact: Unleashing the True Potential
Our adoption of Measurement 360 and the integration of GeoLift brought significant benefits to both Twigeo and our clients. Channel attribution became more accurate, revealing that a considerable portion of sales attributed to lower funnel campaigns should be credited to awareness channels. The measurement improvements also highlighted the effectiveness of Meta campaigns.
GeoLift tests for app campaigns showed an average lift of 15-30% in conversions, while e-commerce brands in the CPG-vertical achieved efficient incremental return on ad spend (ROAS), surpassing attributed results by 40%. Calibrating MMM results with GeoLift further improved cost-per-action (CPA) on Meta by 10% and delivered a 10-25% enhancement in return on investment, depending on the channel.
Average lift in conversions
Accelerating the Measurement Journey
Redefining iOS App Campaigns Post-ATT
The implementation of Measurement 360 and the integration of GeoLift allowed Twigeo to unlock the true potential of properly executed iOS app campaigns post-ATT. While tracking-based measurement frameworks like SKAN are still catching up and underreporting campaign results, our success story showcases the importance of investing in advanced measurement solutions.
Thank you for joining us on this journey of measurement transformation. Stay tuned for more exciting insights and updates from Twigeo as we continue to push the boundaries of digital advertising measurement!
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