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Case Study: Seattle Sounders FC achieves 3X return on ad spend and 53% increase in single-match ticket sales with Facebook
A Facebook Case Study
Advanced targeting and creative ad formats bolster an always-on Facebook campaign
Seattle Sounders FC, the 2016 MLS Cup champions, wanted to boost single‑match ticket sales and get better measurement from their increased Facebook advertising investment. The club’s challenge was to engage both existing and potential fans more effectively while attributing ticket revenue to specific campaigns and matches.
They added the Facebook pixel to Ticketmaster confirmation pages, tracked event codes, tested ad formats and schedules, and used mobile‑optimized video and Canvas creative alongside Custom Audiences and lookalike targeting. The approach delivered strong results: nearly 3X return on ad spend in 2017, a 53% increase in single‑match ticket sales year‑over‑year, and 40% of Facebook‑attributed revenue from past buyers.
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Seattle Sounders FC
Kyle Sheldon
VP of Marketing