Rocketer set up and implement an A/B test that compared the performance of:

• Cell A: MiWay’s usual direct response ad campaigns optimised for consideration and conversions
• Cell B: the same ad campaigns as in Cell A, but optimised for brand awareness in addition to consideration and conversions

The A/B test proved that Cell B – that supported the brand awareness element and functioned as a full-funnel approach – outperformed Cell A. And because MiWay had already integrated its website with the Meta Conversions API, it was able to securely pass data on customer conversion actions from its server to Meta’s server for optimal performance. Having this integration supported Meta’s machine learning algorithm to deliver ads to users more likely to be in-market for motor insurance products.