As marketers, we (collectively) spend a lot of money on advertising. We want to know we’re getting it right or wrong quickly. Today’s story shows you how Outlier identifies high bounces from Facebook Ads for a luxury cruise line.
An award-winning luxury cruise line leverages the Outlier product to discover unexpected changes in their marketing and bookings data. Last week Outlier discovered higher than normal bounces in their overall traffic. Two days later the high bounces were still occurring, which indicated a trend, and an increase to 36% in bounce rate from 26%. Outlier communicated both these insights to the Business Intelligence (BI) team.
The BI lead then brought this information to the Marketing team for further discussion. Together, the BI and marketing team quickly looked at the Outlier Root Cause Analysis feature to identify the cause of these high bounces were from a Facebook Ad campaign the Media team was running. The bounces were coming from a radio ad that started the previous week.
How Outlier Identifies High Bounces from Facebook Ads
The Cruise Line company runs Facebook Ads to advertise for travel destinations, different programs and special discounts. There are several teams advertise via Facebook, including the media, demand generation, and advertising teams. The Outlier story spurred a conversation between multiple teams internally where the team discussed the high amount of bounces from Florida-based prospects.
Without Outlier, the Cruise Line team might have missed the higher than normal number of bounces, simply because of the amount of ads they have running at one time and ad ownership. It might have taken them days to determine which campaign was causing the increase.
You can identify meaningful trends in your data with Outlier. Outlier empowers businesses to take a deeper look at their data and uncover unexpected trends that can lead to revenue increases. Sign up for a custom demo to hear how Outlier identifies high bounces from Facebook Ads traffic.