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Rapha Racing Sees +31% Purchase Events from Facebook Ads With Bloomreach’s Conversions API

Rapha Racing makes the world’s finest cycling clothing. For 15 years, these products have redefined comfort, performance, and style for cyclists from absolute beginners through to WorldTour professionals.

Products

Loomi AI

Ads and Retargeting

+ 31

Purchase Events

seen in Facebook Ads Manager thanks to Facebook Conversions API

Challenge

The rising costs of paid advertising are a serious issue in today’s market. And what many companies like Rapha Racing have realized is that third-party cookie limitations play a part in that. Not only do ad networks (e.g. Facebook Ads) get less data to use for optimization, the number of conversions in the reporting user interface has also taken a big hit.

Solution

This is the situation Rapha recognized and worked to remedy with Bloomreach’s agentic personalization platform, Loomi AI.

Leveraging Loomi AI to power its marketing automation and ad targeting efforts, the brand implemented Bloomreach’s Facebook Conversions API to regain the data quality that was lost and obtain a more accurate picture of its Facebook Ads performance.

The implementation of Facebook Conversions API was lightning fast — up and running within an hour, the new implementation allowed Rapha’s marketing team to track new conversion events in no time and without the hurdles connected to the standard pixel implementation.

Rapha could immediately start sending any already tracked events through Conversions API, allowing all relevant customer actions to be seen directly in Facebook Ads and giving the team a clear picture of the engagement and ROI Facebook campaigns are driving.

We’re excited to see the performance of our Facebook Ads more clearly. A clear and full view of performance delivered via our marketing spend is more important than ever, and this integration will play a key role in decisioning around how we allocate our media spend. As always, Bloomreach has been a responsive and trusted partner in helping us get more out of our marketing budget.

Lee Hirst

Digital Marketing Manager, Rapha Racing

Results

After all was said and done, Rapha saw a 31% increase in successfully tracked purchase events. This means the pixel-based tracking was able to see only two in three purchases that took place on Rapha’s website.

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