Case Study: Cincinnati Art Museum boosts ROI with Capacity Interactive’s expanded Meta attribution insights

Cincinnati Art Museum boosts ROI 473% with Capacity Interactive

Capacity Interactive partnered with the Cincinnati Art Museum to address the challenge of tracking patron conversions. The museum's patrons typically require a long consideration period before purchasing tickets, and most buy tickets last-minute upon arrival. This behavior meant that their digital advertising campaigns on Meta were not capturing the full picture, as the standard short attribution window was missing many conversions that happened weeks after a user initially saw an ad.

The solution implemented by Capacity Interactive was to leverage Meta’s newly reinstated 28-day click/view attribution window for their campaigns. This wider window provided a more holistic view of the audience journey and accurately captured purchases made after a longer consideration period. As a result, the measured ROI skyrocketed from -24% to 473%, with the campaigns driving an additional 126 purchases and over $16,000 in revenue that were previously unaccounted for. Capacity Interactive enabled the museum to make more informed, data-driven decisions for future advertising.

Cincinnati Art Museum