How Kingdom of Lashes Increased ROAS by 23% & Reduce CAC by 25% with EasyInsights
With EasyInsights' advanced tracking solutions, Kingdom of Lashes regained visibility into customer journeys, ensuring accurate data attribution across multiple domains. By implementing cross-domain tracking, KOL mitigated the impact of data loss due to third-party checkout extensibility tools.
25%
Reduction CAC
23%
Increase in ROAS
Meet the Brand
Kingdom of Lashes is a beauty brand dedicated to providing high-quality false eyelashes and eye makeup products. Designed to be every woman's beauty jewel, their lashes enhance confidence and self-expression, offering styles that range from natural to dramatic. With a focus on comfort and elegance, Kingdom of Lashes empowers beauty lovers and professionals alike.
The Challenge
Before implementing EasyInsights, the marketing team faced significant hurdles in tracking and optimizing their campaigns effectively:
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Inaccurate Data Due to Over-Reporting: Meta's over-attribution inflated reported conversions, making it difficult to assess true campaign performance.
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Lack of Reliable Attribution: Without proper tracking, purchases made through third-party payment gateways were not correctly mapped to the right last-touch source, leading to gaps in performance measurement.
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Difficulty in Optimizing Campaigns: The absence of precise, trustworthy data hindered informed decision-making, resulting in inefficiencies and missed opportunities for growth.
These challenges made it nearly impossible to measure the actual return on ad spend (ROAS) and scale marketing efforts with confidence.
The Solution
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1
Cross-domain tracking for Checkout Visibility -Since the third-party checkout tool redirected users away from the main website, tracking their journey became difficult. We integrated EasyInsights pixel to track user activity across multiple domains as a single entity. EasyInsights Pixel tracked user movement across the Kingdom of Lashes website, the checkout page and the Confirmation of Purchase page, stitching the user journey. Through EasyInsights' Digital Fingerprinting technology, KOL was able to identify users who had implemented checkout.
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2
Server-side API Tracking for Accurate Data CollectionBrowser-based tracking methods often lead to data loss due to ad blockers, cookie restrictions, and third-party tool limitations. To counter this, we implemented server-side tracking along with browser side tracking, which directly collects and processes user interactions on the server. This improved data reliability, ensuring that no customer journey data was lost.
EasyInsights platform helped them to send accurately attributed data back to the ad platforms. This helped ad platforms to optimise their algorithm on better data signals resulting in increased ROAS.
