How Siroko doubled TikTok spend for their Spring Sale and saw 177% higher revenue quarter-over-quarter.
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Siroko, is an activewear company based in the north of Spain that focuses on producing premium cycling and winter sports clothing. With a strong presence in Spain, Germany, Austria and an expanding footprint in the USA, Sirokois dedicated to providing comfort and timeless style for active lifestyles.
As Siroko continued to scale and expand into new markets, they struggled with the limited visibility of last-click attribution. With Fospha’s full-funnel view of their marketing efforts, Siroko was able to optimize their campaigns in the German and Austrian markets, scaling TikTok advertising for their Spring Sale and boosting channel conversions by 177% quarter-over-quarter, while improving efficiency by 30%.
Here is how they did it:
Image Credit: Siroko
Looking Beyond Clicks: Unveiling the True Impact of Paid Social
BeforeFospha,Siroko reliedonGoogleAnalytics and ad platform data for conversion attribution, but this approach was both time-consuming and gave an incomplete view of their attribution.
AttheendofMarch 2024, Siroko onboarded with Fospha and immediately began optimizing their channel mix and campaigns using the year-over-year data that Fospha provides from day one.
Historic data revealed that Google Analytic’s last-click model had been substantially underreporting the value of Siroko’s Paid Social channels while over-attributing to channels like Paid Search. Fospha’s modeling, which takes into account aggregated impressions, clicks, and third-party data, showed that Paid Social had actually driven3.4 times more conversions in 2023 than Google Analytics reported.
The numbers were even more striking for TikTok, withFospha attributing 9.5X more conversions to TikTok than last-click attribution identified.
Achieving Spring Sale Success with TikTok
Equippedwith a full-funnelviewoftheirattribution,Siroko could easily identify a group of underperforming campaigns in their Germany and Austrian market (largely in Google channels) and reallocated this budget to Spring Sale campaigns in TikTok, where Fospha showed huge potential.
Replacing these underperforming campaigns, in April, Siroko started scaling up their TikTok presence in Germany & Austria, with channel spend doubling between Q1 and Q2.
Thereturns wereimpressive. At the end of Q2 TikTok revenuewas up a striking 177%, with ROAS sitting at more than double Siroko’s target. The impact of this channel mix optimization can also be seen at a blended level with total conversions up 44% in Q2 compared to Q1 2024.
TikTok also proved its scalability, with Siroko finding the channel performed optimally at higher levels of spend, as the cost of acquiring both new and returning customers improved by 30%.
This strong efficiency was also reflected at blended level, where ROAS improved by 10% and CPA by 15% by Q2 2024.
By moving beyond the limitations of last-click attribution and adopting Fospha’s full-funnel attribution, Sirokouncovered huge untapped potential in their impressions-based channels, especially on TikTok. This shift allowed them to make informed decisions about how to optimally invest their Spring Sale marketing budgets. By reallocating funds to TikTok campaigns, Siroko saw impressivegrowth and efficiency at both at a channel and blended level.
As Siroko continues to leverage Fospha for data-driven growth, we can’t waittoseewhattheyachieve next, especially as they expand their reach in the US market.
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