Our recommended strategy in action

One hotel brand partnered with Facebook across the customer lifecycle, leveraging our various measurement products to achieve broader business goals.

At the first stage of awareness, the hotel chain optimised for reach and video views to increase recall, favourability and awareness. Then, to encourage consideration, campaigns were optimised for site visits. Driving to the purchase phase, recent site visitors and people similar to recent customers were served ads that were optimised for bookings, while recent customers were excluded from this marketing to reduce wasted spend. Finally, while travellers were in destination and beyond, the loyalty message was reiterated to them in campaigns designed to drive long term engagement.

Measurement framework should fit the customer lifecycle