ABI Interiors sees CAPI-tal gains with data-driven approach

Goal

In a world where data privacy is tightening its grip, ABI Interiors faced a common hurdle: tracking online conversions accurately. As a savvy performance marketing brand, they knew that to stay ahead, they needed crystal-clear conversion visibility. Their goal? Maintain effective marketing performance through greater visibility of conversion attribution, and in turn, optimize their ad spend.

Pinterest's Conversion API (CAPI) offered the solution. By providing a direct line to send data to Pinterest, CAPI promised to help maximize conversion visibility and supercharge marketing efficiency. ABI Interiors didn't just implement CAPI; they embraced it, aiming to solidify their position at the forefront of digital marketing.

Strategy

Here's how ABI Interiors leveraged CAPI to help streamline their data flow and sharpen their targeting:

First, they expanded the types of user actions they tracked. Instead of just tracking when users made a purchase, they also monitored when users added items to their cart, signed up for newsletters, or became leads. This comprehensive tracking gave them a complete view of customer behavior throughout the shopping process. To make sure their data was resilient and consistent, ABI Interiors implemented a unique identifier for each user action. This ID was included in over 10% of their tracked events, which significantly improved the accuracy and coverage of their data.

Additionally, they achieved a 90% overlap between the data collected by traditional tags and the data collected through the Conversion API. This consistency between the two sources created a robust and reliable data system, enabling more effective and efficient marketing strategies.¹

Recognizing Pinterest as a wellspring of inspiration for their customers, ABI Interiors maintained an "Always On" lower funnel strategy. This consistent presence allowed them to engage with potential customers at crucial decision-making moments. Their strategy combined prospecting tactics to reach a contextually relevant, leaned-in Pinterest audience actively looking to renovate, with remarketing strategies targeting high-intent customers through site visitors and add-to-carts.

By doubling down on data quality, comprehensive coverage, and strategic targeting, ABI Interiors turbocharged their campaign optimization and beefed up their return on ad spend (ROAS). This wasn't just about collecting data – it was about turning that data into tangible results.

Results

ABI Interiors' implementation of Pinterest's resilient CAPI yielded impressive results. The strategy led to a 12% improvement in checkout ROAS and a 38% lift in Pinterest-attributed checkouts.¹ Cost efficiency also improved significantly, with a 64% decrease in Cost Per Action (CPA) for checkouts and a 54% decrease in CPA for add-to-cart actions.¹

By enhancing their conversion data quality and quantity, ABI Interiors optimized campaigns more effectively, improving ROAS and increasing attributed checkouts. 

Resources

Conversion API (CAPI)

CAPI is your direct line to share web and offline events with Pinterest, supercharging your measurement accuracy and ad targeting. Ready to level up your campaigns? Dive into CAPI now. 

Targeting

ABI Interiors' success demonstrates the power of strategic targeting on Pinterest. From prospecting to remarketing, Pinterest offers tools to help reach the right audience at the right time. Discover how to create a comprehensive targeting strategy that helps drive engagement and conversions. Explore targeting strategies on Pinterest.