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

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.

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 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.