Case Study: Sephora achieves 3.9X higher ROAS and measures offline impact of online ads with Google Analytics Solutions

How Sephora used Google Analytics 360 to Measure the Offline Impact of its Online Ads in Singapore

Sephora, the global beauty retailer with 2,300 stores (including 17 in Singapore and Greater SEA), needed to prove how its digital ads drove in‑store visits and get a complete view of customers’ online-to-offline purchase journeys to improve marketing efficiency. The brand’s digital team couldn’t link online activity to offline sales and wanted to measure the true ROI of its campaigns.

Sephora used Google Analytics 360 and its loyalty program to match in‑store purchases with online behavior, revealing that 70% of customers who visited the site before buying did so on the same day and that over half used mobile. With this integrated approach Sephora saw a 3.9x higher ROAS, a 3x increase in conversion rates, and a 13% uplift in average in‑store order value when the site visit was within one day of purchase, and has expanded the system into ongoing CRM and retargeting plans.

Sephora

Adrien Eudes

Head of Data