Siroko

The Objective

Siroko is a Spanish activewear company based in the north of Spain that focuses on producing premium cycling and winter sports clothing. As Siroko grew, they were challenged by the limited insights provided by the last-click attribution model, a model that only attributes conversions to the last channel through which the user accesses the website before making a conversion. Their suspicion was that this type of attribution was not fair to some of their marketing channels, which could be important in influencing and driving conversions, but were not being recognized when analyzing each channel.

The Solution

As a result, they sought a solution that would allow them to go further into holistic measurement and take into account every impression the user receives.

By using multi-touch attribution (MTA) and having a full-funnel perspective of their marketing activities, Siroko was able to see the value of each media channel and optimize their campaigns accordingly. The big discovery was that the last-click model underestimated a channel like TikTok, as it is present in the initial and intermediate stages of the user's path to purchase and is not necessarily the last channel through which the user accesses the website and makes a purchase.

The Results

This year's data revealed that the last-click attribution model had significantly underestimated the impact of Siroko's Paid Social channels, while giving too much credit to channels such as Paid Search. Fospha's analysis, which included aggregated impressions, clicks and third-party data, showed that Paid Social actually drove 3.4 times more conversions in 2023 than the last-click model reported. For TikTok, the difference was even greater, with Fospha attributing 9.5x more conversions to TikTok than the last-click attribution model showed. In other words, only 10% of conversions were reported.

Using Fospha's full-funnel insights, Siroko optimized their campaigns and increased TikTok advertising for their spring sale, and the results were remarkable.

• By the end of Q2, TikTok conversions had increased by an impressive 177%, while efficiency improved by 30%.

• In addition, the return on ad spend (ROAS) was more than double Siroko's target.

By moving beyond the limitations of last-click attribution and implementing Fospha's full-funnel attribution, Siroko discovered significant untapped potential in their impression-based channels, particularly on TikTok. This change enabled them to make informed decisions on how to best allocate their marketing budget.