How Izil Beauty Boosted Sales by Integrating Conversions API on Snapchat

Izil Beauty — a Moroccan skincare brand — is well-known for its natural and ethically sourced products, including facial oils, masks, and cleansers, aimed at various skin types. However, despite its global presence, the brand encountered a significant advertising challenge: a drop in performance and loss of signals in its campaigns on Snapchat.

To address these issues, Izil Beauty implemented Snapchat's Conversion API (CAPI), a powerful tool for refining marketing strategies and increasing ROI.

The goal? Improve ad performance, reduce the cost per purchase, and increase return on ad spend (ROAS).

A Revitalizing Tactic

Having previously invested in advertising on Snapchat, Izil Beauty was well aware of the platform’s potential to reach younger (Gen Z and Millennial) target audiences in the Middle East. Faced with a decline in performance, the brand made the strategic choice to integrate CAPI.

Snap's Conversion API (CAPI) offers advertisers a dependable link between Snapchat and their marketing data across web, app, and offline channels, such as stores and CRM systems, using a Server-to-Server (S2S) integration method. This ensures user data privacy and enables Snap to improve ad campaigns, enhance targeting accuracy, and effectively measure conversions resulting from Snapchat campaigns.

For Izil Beauty, the decision to integrate CAPI was rooted in the belief that it would enhance signal accuracy and optimize the delivery of advertisements, thus potentially reviving Izil Beauty’s ability to reach and engage the desired audience.

And the return was nothing short of remarkable.

Beautiful Results

The implementation of CAPI had a transformative impact on Izil Beauty's advertising strategy on Snapchat. Utilizing the capabilities of CAPI, the brand achieved a remarkable 38% reduction in cost per purchase and a substantial 56% increase in return on ad spend. These impressive results underscore the effectiveness of this approach in not only optimizing ad performance but also driving significant sales growth for the brand, yielding a 261% increase in purchases.