A long-standing partnership with Meta enabled us to launch multi-stage efforts on Wittchen’s account aimed at answering these questions.

We began by combining automated Advantage+ campaigns with manual campaigns to increase brand awareness, traffic, and sales. Using Advantage+ audience groups in campaigns allowed Meta’s algorithms to go beyond basic targeting parameters and reach new people potentially interested in Wittchen’s products.

Next, Advantage+ ads were automatically directed to users most likely to make a purchase, while maintaining exposure among the brand’s key target group. We additionally applied Advantage detailed targeting to identify audience groups delivering better or cheaper results.

Recognizing the limits of last-click attribution, we configured custom conversions for events related to both paid and organic search. Thanks to the prior implementation of the Conversion API, we securely transmitted data and gained a more complete view of user behavior.

Finally, we conducted a Meta Conversion Lift test at the account level using the Search Lift methodology. This allowed us to measure the difficult-to-attribute impact of Facebook and Instagram campaigns on search traffic and key performance indicators, including sales.