By Earth and Ocean
Two brands, two websites, multiple booking systems — we tidied up the tracking, then used the clarity to launch a second product line...
Category: Day Tours · Services: Meta Advertising, Tracking Setup & Diagnostics, Creative Testing, Campaign Expansion
Results at a glance
Big Head Digital restored purchase tracking across By Earth and Ocean’s two websites and multiple booking systems. Meta creative testing then supported expansion from one campaign to two, with a dedicated bike hire campaign alongside tours.
- Tracking scope: 2 websites + multiple booking systems
- Attribution: Reliable purchase tracking restored
- Campaign expansion: 1 campaign expanded to 2
The challenge
With bike tours, bike hire and youth coaching running across different websites and booking platforms — some via WooCommerce, some via an iframe-based booking system — purchase tracking was firing inconsistently across pixels, making it hard to attribute conversions to the right campaigns.
Our solution
Big Head Digital methodically diagnosed and documented tracking across every website, pixel and booking flow, fixing purchase tracking so performance could be measured accurately. With reliable data in place, we ran systematic creative tests — comparing videos and images side by side on equal spend — to identify clear winners, then applied that same proven testing model to launch a second product line for the business.
Strategy
- Map the tracking before optimising the ads — Every website, pixel and booking platform was documented so purchases could be reliably attributed to the campaigns that drove them.
- Test creative on equal footing — Videos and images were tested with consistent spend across each, so results reflected genuine creative performance rather than budget skew.
- Prove it, then scale it — Once a clear winning creative emerged, results were documented and shared with the client as proof of what was working and why.
- Use the model to launch what's next — With the tours campaign proven and stable, the same Advantage+ structure and testing approach was used to launch a dedicated campaign for the client's bike hire product.
Results
- Big Head Digital restored purchase tracking across By Earth and Ocean’s two websites and multiple booking systems. Meta creative testing then supported expansion from one campaign to two, with a dedicated bike hire campaign alongside tours.
- Diagnosed and fixed inconsistent purchase tracking across multiple websites and booking platforms
- Restored reliable multi-site attribution so campaigns could be measured and optimised with confidence
- Ran consistent-spend creative testing to identify clearly winning ad formats
- Successfully expanded from one campaign into two, launching a dedicated bike hire campaign using the same proven approach
- Client reported being very happy with performance, calling in personally to share the feedback
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