Tiffany & Co. & Publicis Media Luxe Middle East: 47% lower CPA with Tapper

About Tiffany & Co.

Tiffany & Co. is one of the world's most recognized luxury jewelry houses, known for its craftsmanship, iconic designs, and engagement jewelry. As customers explore its collections online, paid media plays a key role in driving product discovery and purchases.

About Publicis Media Luxe Middle East

Publicis Media Luxe Middle East, part of Publicis Groupe, manages Tiffany & Co.'s media strategy, planning, activation and optimization in the region. Working with Tapper as its traffic quality partner, the agency introduced an independent layer of traffic validation alongside its existing campaign controls to strengthen its assessment of purchase performance and media efficiency across the UAE and Saudi Arabia.

The challenge

For luxury ecommerce campaigns, attracting visitors with genuine purchase intent is critical to acquisition efficiency. A relatively small number of high-value purchases limits the conversion signals available for campaign optimization. Invalid or low-quality visits can make those signals harder to interpret and harder for advertising platforms to learn from.

The work focused on understanding how an additional traffic quality layer could support Tiffany's Meta performance across the UAE and Saudi Arabia. Key priorities included:

• Identifying invalid and low-quality paid traffic
• Improving visibility into the quality of incoming visitors
• Strengthening the reliability of campaign optimization signals
• Evaluating purchase efficiency through CPA and conversion rate
• Assessing revenue and return on advertising spend

Why traffic quality matters alongside Publicis Media Luxe Middle East's controls

Platform targeting, bidding, creative and ongoing optimization shape campaign performance. Publicis Media Luxe Middle East already applies disciplined optimization, measurement and quality controls to Tiffany's media investments.

Independent traffic validation adds visibility into the activity that happens after an ad click, helping teams assess whether incoming visits represent meaningful customer interest.

For luxury advertisers, where each purchase represents a significant commercial outcome, maintaining reliable traffic and conversion signals is particularly important.

Tapper's solution

Tapper Block was deployed across Tiffany's Meta advertising activity to identify and exclude invalid and low-quality traffic.

Working alongside Publicis Media Luxe Middle East's existing campaign controls, Tapper provided an independent layer of traffic validation to support media efficiency and strengthen the quality of signals used for campaign optimization.

The approach focused on:

• Analyzing incoming paid traffic for invalid and low-quality activity
• Applying traffic exclusions to support media efficiency
• Adding independent traffic quality visibility to the agency's performance assessment
• Supporting more reliable signals for Meta's campaign optimization
• Measuring results across orders, CPA, conversion rate, revenue, ROAS, average order value and click-through rate

Client-reported Meta data was used to assess changes in purchase performance and commercial outcomes across the comparison periods.

“Luxury is a hard category for Meta. Campaigns drive a small number of high-value sales, so the platforms have very little data to learn from, and every bot or fake click in that data pulls the algorithm in the wrong direction. With Tiffany and Publicis Media Luxe Middle East, we focused on keeping invalid traffic out of the campaigns, so Meta was only learning from real people.”

The impact

With 40% less advertising spend, Tiffany's Meta campaigns generated more orders, higher revenue and stronger returns across the comparison periods.

• Orders: 14% increase
• CPA: 47% lower cost per purchase
• CVR: 106% higher conversion rate
• Revenue: 243% increase
• ROAS: 471% higher return on ad spend
• AOV: 200% higher average order value
• CTR: 136% higher click-through rate

The client-reported results showed improvements across engagement, purchase conversion and order value.

A 14% increase in orders and a 200% increase in average order value contributed to revenue growth of 243%. Alongside a 40% reduction in advertising spend, return on ad spend increased by 471%.

Conversion rate rose by 106%, while click-through rate increased by 136%, providing further evidence of improved engagement and purchase efficiency across the comparison periods.

“The improvement in conversion rate stood out. Alongside a lower cost per purchase and higher order value, it gave us a useful picture of how purchase efficiency changed across the comparison periods.”

Internal value for Publicis Media Luxe Middle East

Tapper supported Publicis Media Luxe Middle East's ability to:

• Incorporate independent traffic validation into its existing campaign quality controls
• Evaluate Meta performance across engagement, conversion efficiency and revenue metrics
• Demonstrate improved purchase efficiency using client-reported results
• Strengthen visibility into traffic quality alongside standard platform reporting
• Connect traffic quality discussions with Tiffany's commercial objectives
• Establish a clearer basis for further testing and optimization

The work supported the agency's established approach to performance governance, combining disciplined optimization and measurement with independent traffic quality analysis.

This additional visibility gives the teams more information to assess campaign performance and make informed decisions about future media investment.

Stronger returns from lower spend

Tiffany's Meta campaigns recorded higher revenue and more orders alongside a 40% reduction in advertising spend.

For Tiffany & Co. and Publicis Media Luxe Middle East, the results provide a commercial basis for evaluating traffic quality alongside engagement, conversion efficiency and revenue performance.

The work demonstrates how independent traffic validation can complement existing media controls and support more informed campaign assessment.

“Generating more orders and higher revenue with 40% less spend is a compelling outcome. For Tiffany and Publicis Media Luxe Middle East, these results provided a clear commercial basis for assessing campaign performance.”

Results reflect client-reported Meta performance across two comparison periods of different lengths. The comparison does not isolate Tapper's contribution from other campaign or market factors.