Agency stories: Greenhouse celebrates boost in client’s conversions with Conversions API

By implementing the Conversions API, marketing agency Greenhouse helped Keuken Kampioen drive 89% more leads through Meta technologies.

Recent online developments around consumer data and privacy have impeded retailers’ reach and affected their conversion rates – and Dutch kitchen retailer Keuken Kampioen is no exception.

Fortunately for the brand, marketing agency Greenhouse was familiar with Meta’s Conversions API (CAPI). By implementing the tool, Keuken Kampioen was able to connect efficiently with customers in its home market and optimise for conversions.

The implementation

Keuken Kampioen’s results were impacted amid changes to the privacy ecosystem. In response, Greenhouse championed the use of CAPI: rather than cookies. The Meta tool is designed to create a direct and reliable connection between marketing data and the systems, helping to optimise ad targeting.

Greenhouse was aware that Keuken Kampioen shoppers can go on a lengthy, cross-media purchase journey. Therefore, the agency encouraged the retailer to implement an A-B test to establish if CAPI would catch missed customer activity through the Meta Pixel, and how that might impact performance.

Using the pixel as the control group and CAPI as the experiment, identical creatives and targeting were used to focus the A-B test on its primary objective: CAPI versus the pixel. Over the course of a month, CAPI proved it was not only able to generate additional reach, but also drive more efficient results.

The results