Activating First-Party Data To Improve Meta Performance

The brand had an opportunity to make its Meta brand awareness campaigns more relevant by activating existing first-party purchase data. Working with Publix and Goodway Group, the brand wanted to reach more shoppers who were likely to engage with its messaging while maintaining the reach and scale needed for national awareness.

Goodway Group activated the brand’s first-party audience of past purchasers to retarget relevant consumers who also shopped at Publix.

To expand beyond known purchasers, Goodway Group developed lookalike audiences modeled from the first-party data. This helped identify shoppers with similar characteristics and purchase potential while balancing audience relevance, reach, and cost efficiency.

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The first-party audience strategy improved campaign performance across three key areas: engagement, media efficiency, and audience targeting.

The strategy improved CPM by 18% versus the account-average benchmark and increased CTR by 13%. Retargeting audiences built from first-party purchase data delivered a CPM 31% below the campaign average, helping lower the total campaign CPM.

Goodway Group used purchase-based retargeting and lookalike audience expansion to reach more relevant Meta audiences, improve performance, and maintain scale.

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