Case Study: O2 achieves clearer Facebook advertising ROI with Visual IQ

With Visual IQ, O2 and Havas Uncover the True Performance of Facebook Advertising

O2, working with agency partner Havas, needed a clearer view of how its Facebook advertising contributed to sales and ROI across channels. Using Visual IQ’s marketing intelligence platform, the team could measure digital performance, but Facebook’s tracking limitations made it difficult to understand the true value of its ad spend, especially for Custom Audiences.

Visual IQ launched a pilot with Facebook, O2, and Havas that integrated Facebook impression data into Visual IQ’s multi-touch attribution platform. This created a holistic view of the customer journey and showed Facebook’s role alongside other channels; conversion rates improved by 16% to 123%, while cost efficiency rose 52% for new customer acquisition and 38% for existing customers.

O2

Nick Adams

Head of Digital Excellence