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The challenge was to effectively measure and analyze the impact of the newly adopted Website & Shop feature on overall conversions. Specifically, we aimed to understand the contribution of Facebook and Instagram Shop to the advertiser’s total conversions during Q4 and identify how Shop-assisted purchases influenced website conversions during the peak seasonal months of November and December.
To address the challenge, we adopted a data-driven approach. We focused on measuring the number of conversions attributed to Facebook and Instagram Shop during Q4, aiming to gain insights into the overall contribution of the Shop feature.
Additionally, we measured the number of website conversions that were assisted by Shop during the critical shopping months of November and December, providing a comprehensive understanding of the feature’s impact on their performance.
Notably, during Q4 of 2023, Shop purchases accounted for 30% of all conversions during this period, showcasing the effectiveness of the Website & Shop feature in driving sales.
In the peak seasonal months of November and December, BuddyLove’s performance further emphasized the significance of the Website & Shop feature.
During this period, Facebook and Instagram Shop played a crucial role in driving 37.6% of website purchases during these peak moments, showcasing its substantial impact on overall campaign success.
Increase in Q4 Conversions*
Conversions Assisted by Shops**
*From October 2023 to December 2023 (Q4)
**From November 2023 to December 2023
“BuddyLove’s strategic embrace of Meta’s Website & Shop conversion location not only enhanced the consumer shopping journey but sparked a significant increase in overall conversions during this peak seasonal moment.”
– Marisa Giacalone, Account Manager, JumpFly
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