Lead acquisition and great performances thanks to the new 7-day post-click optimization window: the Verisure campaign

-30%
Cost Per Sign Up¹
-60%
Cost Per Incremental Sign Up²
+58%
Sign up Lift³
The Context
No. 1 in France for alarm and remote surveillance, Verisure has been growing at a rate of 20% a year for over a decade. The company now protects 650,000 people nationwide, and is constantly on the lookout for new leads, notably through acquisition campaigns that have been running for several months on Snapchat. 
In order to properly measure the performance of this campaign, in particular via their Site-Centric tool and a last-click approach, Verisure tested the new 7-day post-click optimization window.

The Solution
While maintaining Verisure's performance-based acquisition campaign on Snapchat (a click on the ad led to a customer form to be filled out directly on the Verisure website), we wanted to compare the performance of the campaign optimized for 28 days post-click / 1 day post view with the performance of the campaign optimized for a 7-day post-click window only. With the 7/0 campaign, we focused on users who were more likely to click on the ad, to convert directly and over a shorter timeframe (7 days vs. 28 initially), thus removing the notion of post-view.
The Results
The results with the new 7/0 optimization were more in line with Verisure's objectives. Not only were they consistent with the tools used to measure the results (last-click sign-ups) of its various acquisition levers, but they also offered a significant economic advantage: - 30% cost per sign-up versus the campaign optimized at attribution window 28/1, and - 60% cost per incremental sign-up. Last but not least, the conversion target was more than met, as the sign-up lift recorded a 58% jump compared to a non-exposed audience.

1 On campaign optimized at attribution window 7/0 versus campaign optimized at attribution window 28/1.
2 On campaign optimized at attribution window 7/0 versus campaign optimized at attribution window 28/1.
3 On people exposed to the optimized campaign at the 7/0 allocation window versus an unexposed group.