Brand
Internet and entertainment provider izzi already used WhatsApp as its main sales channel. The next step was proving that WhatsApp could deliver measurable purchases, not just leads. Optimizing campaigns toward purchases rather than conversations delivered more sales at a lower cost.*
2.3X
More sales than the usual approach, attributed to ads that click to WhatsApp with purchase optimization**
57%
Lower cost per sale than the usual approach, attributed to ads that click to WhatsApp with purchase optimization*
17%
Conversion rate, compared to 4% with the usual approach, attributed to ads that click to WhatsApp with purchase optimization**
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
Their Story
Internet and streaming for Mexican consumers
Part of Grupo Televisa, izzi is a large, fixed-line internet and entertainment provider in Mexico. It sells bundles rather than single products, such as high-speed internet, cable television with more than 200 channels, mobile service through izzi móvil, and a streaming lineup including that includes majors networks and streaming apps, all on one bill.
Their Goal
Proof of performance
The company’s primary sales channel on Meta technologies was WhatsApp, which carried the majority of its advertising budget. Its ads invited people directly into a conversation with the line “¡hazlo izzi por WhatsApp!” After clicking, a customer could put a bundle together, ask questions and make a purchase without leaving the conversation. WhatsApp was reliably good at starting conversations and generating leads. What izzi wanted next was measurable purchases, and evidence that optimizing toward conversions genuinely beat the approach it was already running, rather than just relabeling the same outcomes it was already getting.
“Purchase optimization and connecting our conversion data turned WhatsApp into an efficient channel, delivering an increase in sales at a lower cost.”*
CYNTHIA FREITES
DIRECTOR OF DIGITAL STRATEGY, izzi
Their Solution
Optimizing delivery to likely buyers
Working with its agency ABCW, izzi changed the delivery optimization for its campaigns. Instead of optimizing delivery to people who were likely to message the business, the team selected purchase optimization for ads that click to WhatsApp. This optimized delivery to likely buyers. The Conversions API connected purchase data to Meta Ads Manager, so the ads system could learn which people were likely to buy rather than only likely to reply. That distinction mattered more than it sounds. Someone who was just browsing bundles and someone who was ready to change providers could seem to have the same intent while the conversation was ongoing. Without the Conversions API data, there was no way to tell them apart.
The two ad delivery setups ran side by side for two weeks. Optimizing for purchases produced more than twice the sales at well under half the cost of the usual approach, and the share of conversations that ended in a purchase grew several times over.
Their Success
Increased sales at a lower cost
Across the two-week test-period, the team reported:
- 2.3X more sales than the usual approach, attributed to ads that click to WhatsApp with purchase optimization*
- 57% lower cost per sale than the usual approach, attributed to ads that click to WhatsApp with purchase optimization*
- 17% conversion rate, compared with 4% for the usual approach, attributed to ads that click to WhatsApp with purchase optimization*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
“The ads ecosystem or Meta Ads Manager could not see who bought. That was the gap, and purchase optimization and connecting our conversion data closed it together. Once completed purchases came back through the Conversions API, the same budget started buying sales instead of conversations.”
Hernán Dillon Noval
CEO, ABCW
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