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Seeing the Bigger Picture: Unlocking Social Media’s Hidden Value

Imagine you're running a business and need a tool to evaluate your marketing success. For most, Google Analytics (GA) is the go-to solution, offering a clear view of how marketing efforts drive traffic and conversions on a site. However, GA primarily attributes conversions to last-click interactions, often overlooking the influence of impressions and upper-funnel engagement

The Challenge

How do we demonstrate META’s true contribution to conversions, even when it doesn’t get the credit in GA4? Despite active META campaigns, the platform appeared to drive little to no conversions in GA reports. As a result, the client began to view META as a wasteful investment. But is it fair to judge a platform’s performance solely by click-based attribution? What happens when valuable touchpoints, like impressions, go uncredited?

Our Solution

A focused and measurable approach to validate META’s role.

Here’s How We Did It:

1. Tracking with a Unique Coupon Code:
   By assigning a dedicated coupon code to META campaigns, we were able to directly track purchases influenced by the platform. This method allowed us to show META’s impact even when GA4 attributed the final conversion to another source, like organic, direct, or branded campaigns.
2. Clear Reporting and Insights:
   We delivered transparent data to show how META influenced purchase behavior, providing concrete evidence to challenge the initial assumptions about its performance.