Unieuro

The Objective 

Unieuro, currently the largest omnichannel distributor of consumer electronics and household appliances by number of outlets in Italy, sought to enhance the performance of its e-commerce platform, leveraging TikTok solutions through refined signal adoptions.

The Solution 

In order to refine and maximise the brand's full-funnel strategy, with a focus on improving the lower-funnel KPIs, Unieuro had to elevate the quality of signals utilised. The brand embarked on this journey by first integrating the TikTok pixel and subsequently completing the API integration process. This strategic move, and particularly the implementation of server-to-server API integration, resulted in a significant performance boost, notably observed in optimised events such as "Add to Cart" and "Complete Payment."

This seamless integration facilitated a more accurate tracking of user interactions throughout the customer journey, thereby enhancing the brand's ability to drive conversions effectively. Additionally, thanks to data connections, the brand was able to keep on leveraging sophisticated solutions such as Video Shopping Ads or Carousel.

The Results 

The successful API implementation played a pivotal role in the success of Unieuro's e-commerce performance, yielding notable improvements across both middle and lower funnel KPIs. Specifically, the campaigns achieved a remarkable 97% *increase in "Add to Cart" events and a notable 96% *increase in "Complete Payment" events, compared to previous campaigns with similar conversion objectives.

* % variation 5th Sept 2023 - 5th October 2023 vs 6th Oct 2023 - 6th November 2023; API implemented on 6th October 2023.