Setting the correct conversion actions is important to ensure consistent results in Google Ad Campaigns. Our team ran an exercise that identified the true value each conversion delivered while uncovering inefficiencies in conversions that facilitated higher unqualified leads. Our team then adjusted campaigns to focus on conversions that saw the highest amount conversions that turned into final sales.
In the wake of the IOS 14.5 privacy update, every advertiser in the world was affected in some way or another who ran social ads. The update affected Facebook’s to track conversions as well as allowed Facebook users to opt-out of tracking which decreased audiences available to target, CabinetDirect.com was no exception. Our team however acted fast to pivot the efforts. We launched a series of A/B tests across the account, one of these tests was to use the Native Facebook Lead Gen Form instead of website form conversions. The ad format allowed us to sustain audience lists with better engagement, track more conversions while decreasing CPL level post-IOS 14.5 by 86% and increasing leads by 259.184%.
