Boosting Meta Ad Performance with Blotout: A Case Study
Introduction
In the fast-paced world of e-commerce, growth and performance marketers face numerous challenges in accurately tracking and driving conversions with pixels. Blotout offers a solution that ensures reliable data for key actions such as page views, content views, purchases, and cart abandonments. This case study explores how switching to Blotout's first-party data infrastructure resulted in a 27% increase in one-day click ROAS compared to using Shopify's pixel integration for Meta advertising.
The Challenge
As Eli, a performance marketing leader who saw good results with Blotout, explains, "Marketers don't really know what's happening with their Meta pixels." When using standard pixel integrations, many businesses struggle with inaccurate or incomplete data, leading to suboptimal performance on platforms like Meta.
The Blotout Solution
Blotout's first-party data infrastructure provides more precise and comprehensive data to Meta, enabling better ad targeting and improved performance. It takes all of the website's data, gives it to Meta, and does so in a way that allows Meta to match it to user profiles more effectively.
Methodology
To effectively test Blotout, Eli conducted a structured comparison:
- Set up a fresh pixel using both Blotout and the other source you want to test with.
- Create two new campaigns on Meta with the only differing variable being the two pixels.
- Split test the campaigns at the exact same budget (actually setting up a split test in Meta).
- Run this campaign for 2-4 weeks and monitor metrics in-platform, in GA, and using 3rd party attribution tools.
Results
The comparison revealed significant improvements with Blotout:
- 27% increase in one day click ROAS
- Substantial improvements in EMQ (Event Match Quality) scores across key events like PageView, ViewContent, and AddToCart
- Better data matching capabilities on Meta's platform
As Eli noted, "This is above and beyond what I expected. It's an easy game-changer for all e-commerce brands."
Key Takeaways
- Blotout's first-party data infrastructure provides more accurate and actionable data for Meta advertising and more than 55+ other channels
- Improved data quality leads to better ad targeting and performance, especially for prospecting and new customer acquisition
- Significant potential for increasing ROI on Meta advertising campaigns by leveraging Blotout
Conclusion
By switching to Blotout's first-party data infrastructure, businesses can dramatically improve their Meta ad performance, leading to higher revenue and more efficient marketing spend. As more companies look to optimize their advertising efforts, Blotout offers a powerful solution for enhancing data quality and driving better results.