Goal

As the measurement landscape evolves, advertisers are increasingly challenged to track, optimize and demonstrate ROI across diverse customer journeys spanning multiple touchpoints—from the ways they integrate their online and offline data to gaining a more holistic view of shopping behaviors. This has inspired a growing emphasis on the sophistication of attribution models to meet, and effectively measure, these demands.

To get ahead of the curve, retailer Eternity Modern wanted to double down and elevate their multi-channel marketing strategy. They aimed to overcome the limitations of walled-garden measurement and create a more comprehensive source of truth while exploring the rising intent of Pinterest shoppers.

Joining forces with Rockerbox, a marketing analytics company specializing in multi-touch attribution and marketing mix modeling, Eternity Modern took a deep dive into their customer value, exploring the key indicators for driving sales and how they could optimize their return on ad spend (ROAS) for long-term success.

Strategy

People come to Pinterest to see, save and shop. Whether they're searching for their next furniture find or seeking inspiration to enhance their living spaces, Eternity Modern was in a prime position to tap into Pinterest's high-intent audience.

They utilized various Pinterest formats, such as static images, standard videos and Shopping ads to get a broad overview of user engagement. Through analysis, they could then pinpoint the key motivations that helped move shoppers from discovery to action.

Upon reviewing their current data setup, Eternity Modern identified gaps that needed to be bridged. For example, up to 95% of conversions tracked via the Pinterest tag were view-based, yet these were not factored into their existing framework.¹ Their focus had solely been on single-source metrics with conversion-only objectives.

Recognizing the need to capture both views and clicks, they integrated Rockerbox’s multi-touch attribution (MTA) model on Pinterest. The MTA methodology utilizes integrated data and algorithmic models to analyze and assign credit to various touch points across the customer journey.

Leveraging MTA to move advertisers from last-click or click-only based measurement models is particularly important for Pinterest. For instance, Pinterest users tend to come to the platform to be inspired rather than searching for a specific product or idea. As such, last-click or click-only based models may not accurately portray the impact Pinterest ads have in driving a final conversion or sale.

This unique collaboration between Rockerbox and Pinterest ensures a deeper analysis and more accurate attribution, further enhancing Eternity Modern's ability to optimize their marketing efforts.

This integration enabled them to track and attribute all clicks and impressions from their Pinterest ads. By doing so, they could better gauge how customers engaged, interacted and shopped through these ads, and if they ultimately purchased or converted. This capability was particularly impactful in understanding the influence of creative and visual content, which aligns perfectly with the Pinterest user experience.

Results

After adopting this new attribution model, Eternity Modern saw impressive results. They achieved a 5.6x increase in return on ad spend² and nearly quadrupled the conversions (3.9x) when measuring with the MTA³ method compared to site analytics platforms.

Both Shopping and non-Shopping Pinterest ad formats complemented each other throughout the customer journey. This synergy played a pivotal role in encouraging furniture shoppers to invest in premium home products. Notably, the highest conversion rates were observed among customers exposed to all three ad formats—regular static, standard video and Shopping ads.²

Overall, this initiative has helped empower Eternity Modern to analyze the impact of different touch points and conversion drivers well ahead of the final click. It redefined their approach to marketing effectiveness and helped future-proof a measurement plan for long-term success: a model that better aligns with the evolving landscape while meeting the needs of the modern shopper, especially in today’s multi-touchpoint world.

Resources

1. Want to create a holistic measurement plan like Eternity Modern? Head here to get started.

2. Ready to unlock your Pinterest ads potential? Discover the multiple formats and ways to drive performance.