Case study

Improvement of 507% in Meta Ads ROI by shifting from Last-click to incremental attribution

+507 %

Meta Ads ROI

100 %

guided by true incrementality

Industry : Baby & Mother Products

Revenue : €7.18 million

Location : France

The challenges

GA4’s last-click view consistently undervalued SMA channels, especially Meta Ads, which showed the lowest ROI in the marketing mix and was often negative.
Meta’s post-click performance was difficult to measure, as users often saw visual or video ads without clicking, despite their real impact on final conversions.

Manon Fernand Marketing Manager

We’ve been using TrackAd for three years to track and analyze our marketing investments. The platform has transformed the way we manage the performance of each channel, giving us greater control over our marketing spend and significantly improving our margins.

The solutions

Full customer journey analysis to move beyond last-click attribution and measure Meta’s incremental impact across the entire conversion path.
Integration of Meta post-view data to capture the impact of ad exposure and include it in ROI calculations.
Implementation of a reliable ROI model based on first-click data and a portion of Meta-recorded post-view conversions.
Measurement of Meta’s true incremental impact and contribution to overall revenue, enabling the digital team to validate investment in this key acquisition channel.