Case study

Measure channel incrementality for better budget allocation

Best Western logo

67 %

savings identified on Facebook

media platform connectors activated

100 %

budget decisions guided by actual incrementality

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.