GUERLAIN: Increasing Signal Resilience with Conversions API for a 18% Uplift in Tracked Conversions

CHALLENGE

Capitalizing on More Resilient Signals and First-Party Data

Guerlain faced challenges in collecting first-party data due to limitations on the browser side, such as adblockers, Safari usage, and page load killers. Additionally, Guerlain wished to bridge the gap between offline and online signals.

To overcome these challenges and improve reporting accuracy, automated bidding, and targeting use cases, Guerlain partnered with fifty-five to enhance the reliability of data collected on its website.

SOLUTION

Analyzing Measurement Strategy and Deploying Conversions API

fifty-five started by thoroughly reviewing Guerlain's measurement strategy to select the most appropriate business-critical signals to focus on. Then, fifty-five implemented Meta's Conversions API on Guerlain's website and measured its value for media investments.

RESULTS

Reliable Insights, Enhanced Activation, and Improved Measurement

Through its partnership with fifty-five and subsequent Conversions API implementation, Guerlain gained more reliable insights, enhanced activations, and improved measurement capabilities.

Conversions API allowed Guerlain to regain trust in performance data by stabilizing said data over time, offering reliable reporting data to monitor and refine media planning, and providing Meta rich user signals to foster algorithm-based optimization.

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