Quantifying the Effects of TikTok Advertising with Incrementality Testing
SUMMARY
Satispay is a mobile app with the goal of simplifying payments.
The objective was to increase brand awareness among the Gen Z audience in Italy while evaluating the results of a new advertising channel. However, it can often be tricky to measure the impact of awareness advertising efforts through normal means. Here’s where incrementality testing comes in.
Incrementality allowed us to statistically compare data between the treatment group (had access to TikTok ads) and the control group (no access to the TikTok ads) to determine if there was any difference. Through this method, we proved that TikTok generated 434 incremental app registrations, with a 50% reduction in cost per action over the target.
Total incremental signups
%
MORE CLICKS COMPARED TO OTHER CHANNELS
%
INCREASE IN IMPRESSIONS COMPARED TO OTHER CHANNELS
THE CHALLENGE:
Quantifying the effect of TikTok advertising while evaluating a new advertising channel.
THE SOLUTION:
Incrementality testing is a statistical approach which predicts the counterfactual, how conversions would have evolved after the intervention if the intervention had never occurred. Through this method we select the two groups of treated and control locations by maximizing the ability of our statistical model to predict the registrations of the treated areas.
By using this approach, we were able to analyze the results of advertising efforts beyond what is tracked by platforms, which was essential to the success of this test.
THE USE OF NATIVE-STYLE ASSETS ENSURED HELPED THE BRAND ENGAGE WITH A NEW AUDIENCE
THE TEST REPORTED UP TO 56% LOWER CPC COMPARED TO OTHER CHANNELS
Booster Box’s test helped us better understand the true results of our campaign. Thanks to incrementality not only did we measure the full extent of the impact of our investment, but we were also able to assess the viability of a new channel.
Graph 1: Scaled registrations over time
Graph 2: Incrementality testing
SATISPAY MISSION SKYROCKETED!
Satispay to become the next leading payment network in Europe, following a x2 customer base and the expansion in +3 more European countries over 2 years. Celebrating our common success with the whole team! 🚀🎉
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