Specsavers
- Quote
- Specsavers efficiently implemented CAPI, achieving an impressive EMQ score, which unlocked a plethora of offerings from their partnership with Meta.
The challenge
Increased privacy controls across the industry led to reduced visibility of conversions for Specsavers’ Facebook advertising. Facebook is an important channel for Specsavers, so being unable to attribute conversions back to spend was a significant challenge. Recovering conversion attribution was key to optimising ROAS and building audiences to target with Facebook advertising. Capturing and matching First Party Data to Facebook user data was essential to enable attribution of conversions to Facebook ad spend.
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+7 - 13%
in conversion visibility
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+88%
in Facebook Event Match Quality Score
-
30%
of events originate from the server
-
-
+7 - 13%
in conversion visibility
-
+88%
in Facebook Event Match Quality Score
-
30%
of events originate from the server
-
The approach
Specsavers enlisted Merkle to implement Server-Side Tagging through Google Tag Manager to increase visibility of conversions driven by Facebook advertising. By implementing the Facebook Conversions API tag (CAPI) in sGTM, Specsavers was able to securely push hashed First Party Data points to Facebook to get a conversion match. This enabled improved conversion attribution and unlocked the potential for improved targeting and audience building.
The result
Specsavers increased visibility of conversions by between 7-13% and can now attribute these to their Facebook marketing spend. The Facebook Event Match Quality Score increased by 88%, from 4.5 to 8.5 for the Northern Europe Market. Following the success of the Facebook CAPI implementation in sGTM, Specsavers will implement server-side tagging on other social channels, Google Ads and eventually migrate the base GA4 tag to sGTM. As well as improving visibility of the impact of ad spend, this will allow for a leaner client side GTM container, reducing resource and potentially improving page speed.
