Evaluate advertising effectiveness through attribution

growth in orders from paid traffic compared to the website’s average growth

х 0

orders generated through affiliation

+ 0

orders from new customers

+ 0 %

Indutry: Beauty & Cosmetics

Revenue: $4 billion

Location : France

The challenges

Implement a decision-making solution and the ability to measure the real-time value of each paid marketing investment.
Test specific attribution models for different types of online channels to improve the efficiency of paid marketing actions.

We have been working with TrackAd for four years now, and we are still impressed by the tool’s efficiency. We have significantly improved our performance, and all tedious or time-consuming tasks have been automated. Now, we dedicate all our time to improving our performance.

Solutions implemented

Activation of TrackAd with a customized paid last-click attribution model, excluding all free sources such as SEO or referral traffic.
In addition to the default paid last-click performance, receiving first-click performance (orders, CPO) in the same interface for each traffic source and campaign.
With these multiple attribution models, Sephora gained a better understanding of its marketing mix and the efficiency of each traffic source. To achieve this, Sephora used different analyses depending on the type of source:
- For upper-funnel sources that drive new traffic, the analysis focused on “first-click CPO” and the “share of new customers.”
- For lower-funnel sources that close the conversion path, the analysis focused on paid last-click indicators.
Additionally, a motivation program was introduced for affiliate programs, allowing upper-funnel affiliates to receive higher commissions. This significantly increased the volume of traffic and orders generated through this channel.