The challenge: driving more than just awareness with Meta ads
A leading brand in the feminine care space, wanted to make their social media budget drive more sales. Their team was looking for deeper insight into how Meta ads were actually influencing purchase behavior and driving sales on Amazon.
If they could pinpoint which ads were driving high-quality traffic that led to carts and revenue, and which were generating clicks that failed to convert, they could reallocate spend toward their top-performing ads, making their Meta budget go further than ever before.
The goal: connecting the dots between Meta and Amazon
Spark Foundry brought in the Ampd platform to leverage Ampd’s unique ability to connect Meta Ads to Amazon conversion data, to pull back the curtain on retail performance. As performance marketers, they would now have clarity regarding which specific ads generated new customers and which did not.
The approach: accessing cart and conversion data when making optimizations
Integrating Ampd's attribution solution allowed decision makers to connect Meta ad spend directly to buying actions on Amazon, including add to carts and conversions.
These actionable insights facilitated shifting budget towards creatives, placements, and audiences that generated actual new customers, not just clicks.
The results:
During the control period, $50K in ad spend resulted in only 53 purchases.
The Spark team then paused ads that were generating lots of clicks, but no purchases. This allowed more budgets to flow into ads that had lower CTR, but much higher conversion rates and ROAS.
This set the table for the next $50K in Meta ad spend to produce 859 purchases. A 16x improvement!
Summary:
Not all traffic is created equal. Just because an ad has a good CTR, doesn’t mean it’s the most effective ad in driving new customers to purchase!
For brands sending paid traffic to Amazon, clarity on down-funnel results is no longer optional - it's a necessity.
