SEPHORA

Evaluate advertising effectiveness through attribution

x2

growth of orders from paid traffic sources

+250%

increase of orders in the affiliate channel

+10%

increase in orders from new customers

Challenges

. Have a decision-making solution and possibility to measure the value of each paid marketing investment in real time

. Try specific attribution models for the different types of online channels to increase the efficiency of paid marketing actions

Sephora

Industry: cosmetics & beauty Location: France Annual turnover: $4 billion

Solutions

. Activation of TrackAd with a custom Last paid click attribution model, excluding all free sources like SEO or referral traffic.  

. In addition to default Last paid click performance, TrackAd gives also in the same window First click performance (orders, CPO) for each traffic source and campaigns.

Thanks to these multiple attributions, Sephora had a better understanding of the marketing mix and the efficiency of each traffic source. To achieve this, Sephora used different analysis depending on the source type:

. for upper funnel sources bringing fresh traffic, analyze was focused on First Click CPO and Share of new clients, 

. for lower funnel sources closing conversion path, analyze was focused on Last paid click KPIs.

Additionally, there was a benefit for affiliate programs, allowing upper funnel publishers to get more commissions. As a result, the volume of traffic and orders has increased significantly.

We work with TrackAd already 4 years and we are impressed by the high efficiency of the tool. We increased strongly our performances and all the boring tasks have been automized. We dedicate now all our time to efficiency improvements.
Polina ROSS
Head of E-commerce advertising

Results

. 2 times growth of orders from paid traffic sources compare with average growth of website 

250% increase of orders in the affiliate channel 

10% increase in orders from new customers

The results

Case study: Atlas For Men

Optimization of Criteo campaigns

Read the case study

Case study: Ulmart

Anti-fraud audit

Read the case study

Fast set-up User-friendly interface Amazing Support
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