Case study
Measure channel incrementality for better budget allocation
savings identified on Facebook
0
%
media platform connectors activated
0
budget decisions guided by actual incrementality
0
%
Industry: Hospitality
Location: France
Legal form: Cooperative
The challenges
- Overvaluation of lower-funnel levers caused by last-click attribution in analytics tools -particularly brand search and “free” levers -to the detriment of discovery and consideration levers (upper and mid-funnel).
- Data scattered across multiple media platforms – Google, Meta, Bing, Criteo, and Affiliation – with no unified view to analyze their combined impact.
- A media ecosystem specific to the hospitality industry, including Tripadvisor, Trivago, and Hotel Ads, making unified management challenging.
Ecaterina Pisica
E-commerce Manager
TrackAd has enabled us to optimize our advertising spend by giving us a clear view of the performance of each lever. We can now allocate our budget more strategically, investing more in the best-performing channels.
In summary, our collaboration with TrackAd has transformed the way we manage our acquisition campaigns, making us more efficient and improving our return on investment. The tool – combined with excellent customer support – has truly helped us overcome our challenges in online acquisition.
The solutions
- Attribution of sales to levers based on their objectives and position within the conversion path, in order to identify high-incrementality levers and reallocate budgets toward the most incremental ones.
- Campaign analysis by a data expert, including recommendations on optimization and budget reallocation.
- Unified API import of costs and conversions from media platforms, GA4, and Qlik into TrackAd, enabling holistic performance management.
- Implementation of specific connectors for Tripadvisor, Trivago, and Hotel Ads, with daily imports of costs, clicks, impressions, conversions, and revenue to feed consolidated dashboards.
The results
Identification of 67%
of the Facebook acquisition budget to reallocate to campaigns with high incremental potential
10 connectors
to media platforms activated
100% of budget decisions
now guided by actual incrementality rather than last-click attribution
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