Case Study: Dunelm achieves 90% higher incremental Facebook ROAS with Crealytics

Dunelm boosts incremental Facebook ROAS 90% with Crealytics

Dunelm, a major UK home furnishings retailer, partnered with digital marketing vendor Crealytics to address a key challenge: accurately measuring the true incremental impact of their Facebook advertising campaigns. They suspected their existing attribution models were misleading, potentially overvaluing retargeting efforts and undervaluing prospecting campaigns, which made effective budget allocation difficult.

Crealytics implemented a data-driven approach using a randomized controlled experiment supported by Facebook's Conversion Lift tool to measure true incrementality. The test revealed that prospecting campaigns generated a 5.7x higher return than retargeting. Acting on these insights, Crealytics helped Dunelm reallocate its Facebook budget towards prospecting, which resulted in a 90% increase in incremental return on ad spend.

Dunelm