Deezer
The streaming app that gives listeners more ways to connect through music made a shift from last-click to multi-touch attribution, unveiling Snapchat’s true role as a full-funnel growth driver. With Snap’s MTA, Deezer drove efficient growth, high-value users, and brand-to-performance impact.
"MTA was long awaited: LC had been underestimating Snapchat in favor of branded search or CRM activations. With all touchpoints now sharing credit, we can finally showcase Snapchat’s impact. Since switching to MTA, we’ve more than doubled our investment and increased Snapchat lead volumes by 70%—unlocking scale that previous attribution models had limited."
Quote provided by Lucie Bernier, Head of Analytics & SEO and Myriam Chamois, Lead Social Ads at Deezer
How Smarter Attribution Helped Deezer Rethink Snapchat’s Value
With options for high-quality audio, user-controlled recommendations, and unique social sharing tools, global streaming app Deezer focuses on giving listeners more ways to connect through music.
After advertising on Snapchat for several years, Deezer found that last-click attribution, though the standard in streaming advertising, underrepresented the value of platforms like Snapchat in driving awareness and consideration earlier in the journey. To address this, Deezer switched to multi-touch attribution.
Deezer Tunes Their Campaigns to Multi-Touch
Deezer’s strategic shift to multi-touch attribution revealed that Snapchat was driving even more value than last-click attribution indicated. In addition to proving effective at the lower funnel, the Deezer team found that Snapchat’s upper- and mid-funnel ads were also significant growth drivers.
After optimizing for multi-touch attribution, the team realized a significant performance boost:
58% more conversions overall 1
65% higher return on ad spend across both brand and performance campaigns and all creative formats 1
59% more conversions at a 37% lower CPA in performance campaigns 1
75% increase in lifetime value 1
With MTA, Deezer proved that Snapchat is a powerful driver of efficient growth, high-value users, and brand-to-performance impact.
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