Paid Social Scaling Amidst iOS Privacy Changes

Scaling Tradesy's Paid Social Efforts While Overcoming iOS Challenges

The Challenge

Tradesy faced rising ad costs on Facebook and Instagram due to increased competition and Apple’s iOS 14.5 update, which impacted tracking and attribution. With reduced visibility into customer conversions, Tradesy needed a new strategy to maintain efficiency and drive strong performance. Additionally, engagement rates were fluctuating, requiring fresh creative approaches to sustain audience interest.

The Solution

To adapt to the evolving social media landscape, Tradesy increased its focus on catalog-based ads, which dynamically displayed relevant products to shoppers based on browsing behavior. This improved engagement and reduced dependency on traditional tracking methods.

The prospecting budget was increased from 63% to 73%, expanding Tradesy’s audience reach and feeding larger remarketing pools. Additionally, influencer-generated content was integrated into ad creatives, leveraging authentic social proof to enhance credibility and engagement.

To combat attribution loss, new tracking solutions were implemented, including first-party data collection strategies and enhanced event tracking. These improvements helped Tradesy better measure ad effectiveness and optimize campaign performance.

The Results

Investing in catalog-based advertising and influencer-driven content is key to maintaining performance in a changing digital landscape. Expanding top-of-funnel efforts feeds remarketing pools and sustains long-term growth. Advanced tracking solutions are necessary to overcome attribution challenges caused by privacy updates.

• GMV increased by 164% YoY.

• Increased catalog-based efforts by 15% YoY

• Scaled spend by 247% YoY.