Mazda
Offline conversion solutions helped Mazda directly connect Pinterest campaigns to real-world purchases.
Goal
Linking online advertising to offline sales is one of the automotive industry’s toughest challenges. Mazda needed to move beyond traditional metrics like website visits and quote requests to understand which digital touchpoints were truly influencing final vehicle sales.
Because people use Pinterest to plan big purchases like cars, Mazda was already running full-funnel campaigns on the platform. Now, they wanted to implement new measurement solutions to get a better read on Pinterest’s big picture impact. Implementing Pinterest’s offline conversion solutions helped the team connect digital engagement on Pinterest to actual purchases at Mazda dealerships.
Strategy
Mazda’s campaign helped move people from the consideration phase to specific purchases. People might see ads about general vehicle information, and then get retargeted with more specific models or offer messaging over time. Sophisticated retargeting and engagement targeting helped the team find strong leads, encouraging actions like quote requests or dealership contacts.
To connect all of that engagement to the final sales figures, Mazda partnered with Urban Science®, a leading automotive consultancy and technology firm. Urban Science compiled critical data across Mazda’s channels, then seamlessly uploaded that data to Pinterest’s offline conversion solution. Using the Pinterest/LiveRamp integration made it simple for Mazda to see all of their data and connect the dots from browsing to buying. They achieved remarkable transparency into exactly how Pinterest campaigns were influencing sales, even tracking impact against specific models. This evidence-based methodology is enabling Mazda to fine-tune their marketing investments based on actual sales results.
“
This new approach helped us break through common challenges measuring results. With Pinterest and Urban Science, we were able to link campaigns directly to our Mazda sales, gaining clear insights to help us drive sales more efficiently over time.”
Richard Rivera
Senior Manager, Mazda
Results
This new measurement strategy gave Mazda greater visibility into campaign performance. Now, they could really see Pinterest’s impact—and it was pretty outstanding. Pinterest campaigns delivered a 43x return on ad spend (ROAS), proving the channel’s efficiency.1 Their campaigns also outperformed Mazda’s benchmark for Pinterest dealer hand-off actions by 30%, giving the team even more confidence in Pinterest as a performant platform.2
43X
return on ad spend from Pinterest campaigns3
30%
higher lift for platform dealer hand-off actions, compared to Mazda's Pinterest benchmark4
Explore Related Resources
Tracking offline conversions
Connect Pinterest engagement to offline sales data through methods like CSV uploads and the Pinterest Conversion API, or work with one of Pinterest’s trusted partners.
Use strategic retargeting
Retargeting can help you reach strong leads and convert more buyers. Explore all of Pinterest’s targeting options in our dedicated guide.