Travel & HospitalitySourced

Case Study: Tealium and Meta help TUI future-proof social ad spend

TUI Group Case StudySourced & dated by Case Study Desk

Key facts · TL;DR

Company

TUI Group

Industry

Travel & Hospitality

Challenge

Third-party cookie deprecation threatened social ad targeting and measurement.

Headline result

Server-side data lifts social conversion rate 29% and ROAS 18%

Key results

+29%

Social conversion rate

social traffic

+18%

Return on ad spend

since Meta Conversion API introduction

-6%

Cost per booking

The challenge

TUI, a global travel and tourism company, needed to preserve the effectiveness of its Facebook advertising as third-party cookies were deprecated. Client-side data collection limited the signal available for targeting and measurement.

The solution

TUI implemented Meta's server-side Conversion API through Tealium EventStream, moving from client-side to server-side data collection to strengthen ad targeting and measurement on Facebook.

“The return on investment of that ad spend, has increased by 18% since the introduction of the Meta Conversion API.”
VÖ
Volkan Özturan
Team Analytics Digital Commerce, TUI Berlin

The results, in context

After introducing the Meta Conversion API through Tealium, TUI saw cost per booking drop by 6%, its conversion rate for social traffic increase by 29%, and its return on ad spend increase by 18%.

Products used

Tealium Tealium EventStream